How the Adidas logo earned its stripes

Sportwear manufacturing is a hotly-contested battleground for big business, which fights just as aggressively as many of the sportsmen and women that the companies compete to clothe. With sport being a globally televised activity with billions of viewers, the importance of an instantly recognisable brand in this fast-paced world is paramount - and German giant Adidas has managed to fundamentally change its logo twice and still retain a coherent brand identity.

Adolf 'Adi' Dassler first started making shoes in 1924, registered his company's name in 1949, and started using three stripes to identify its footwear in 1967. But it wasn't until 1971, when the trefoil logo was unveiled, that Adidas had a logo design that would become legendary.

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