German company Adidas has been selling sportswear since the late 1940s - but people are only just noticing the hidden message the brand has in its iconic logo Get the latest top news stories sent straight to your inbox with our daily newsletter We have more newsletters Get the latest top news stories sent straight to your inbox with our daily newsletter We have more newsletters Adidas has been in the business of selling sportswear since the late 1940s. However, people have only just discovered a hidden message in its emblematic logo. The sportswear manufacturer was launched by Adolf Dassler in August 1949 and it rapidly evolved into Europe's largest sportswear brand, while clinching the position of the worldwide runner-up after Nike.
Dassler embarked on this journey from his mothers home in Herzogenaurach, Germany, along with his brother Rudolf in 1924. They started off with the Gebruder Dassler Schuhfabrik (Dassler Brothers Shoe Factory). Nevertheless, a falling out in 1949 led the brothers to go their separate ways and establish their individual ventures.
As Adolf went ahead with Adidas, Rudolf introduced Puma that emerged as stiff competition to his brother's business. According to 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.