Adidas has a 'hidden message' in its logo that customers are only just starting to notice.
The brand was established by Adolf Dassler in August 1949 and has grown to become Europe's largest sportswear manufacturer and the second-largest globally, trailing only Nike.
The story of Adidas began in the home of Dassler's mother in Herzogenaurach, Germany, where Adolf and his brother Rudolf set up the Gebruder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in 1924.
However, a falling out in 1949 led the brothers to go their separate ways and establish their own individual companies. Adolf founded Adidas, while Rudolf set up Puma, which quickly became a direct competitor to his brother's venture.
According to a statement on the Adidas website: "At the time it was founded by Adolf Dassler in 1949, adidas only produced sports shoes. So, it should come as no surprise that the original logo for adidas featured just that.
"The very first logo showcased a track and field spiked shoe-with the signature 3-Stripes, of course-sitting between extended tails on the two d's in adidas. "Sportschuhe" ('sports shoes' in German) is written beneath adidas, and the logo often appeared in a shade of blue that has become classic for the brand."
However, Adidas revamped the logo in 1972 as its product line grew - creating the 3-Stripes running through the leaves. Then, in 1991, the company released another new logo to the world - which became known as the 'Equipment logo'. A statement reads: "The new Equipment logo, released to the public in 1991, featured the 3-Stripes in a three-bar arrangement, with the words "adidas EQUIPMENT" sitting below in adidas' sporting green colour.
"This logo likely feels familiar to you since the Three-Bars have since been adapted for use as part of various marks for the brand, including the Badge of Sport introduced in 1996. In this logo, the Three-Bars is combined with the adidas wordmark. You'll also now see the Three-Bars appear alone in the newly minted Performance logo."
According to Hatchwise, this logo was created with a 'hidden message' to its customers - with the mountain-like icon signifying the "obstacles to overcome during your work to achieve your athletic goals". Whereas Tailor Brands describes the 'secret' meaning as "representing the challenges athletes face and the goals to be achieved".
Today, the company uses its 'Performance logo' as the main brand mark but acknowledges its past in special item releases. One Quora user, impressed by Adidas' history, commented: "Adidas got its name from the name of the founder. Adolf 'Adi' + Dassler 'das' = Adidas.
"Very soon it become three stripes become trademark for the Adidas, The three stripes come from their three striped shoe design, but also form the shape of a mountain, which represents the challenges athletes face."
Another user chimed in: "Adidas originally started with the three stripes, which are visible in all of their logo. The most recent logo (the one with the slanted 3 stripes) is meant to mimic a mountain, symbolising the struggles and challenges in life."
