by Zelma Zeller
The German company Adidas, founded in 1949, is a great success story. Along with Nike, the company has dominated the sportswear industry and particularly since Reebok was bought out by Adidas in 2006. The company supplies clothing, footwear and accessories for general leisurewear and specific sporting activities. Adidas shoes are especially fashionable, popular with all ages and both genders.
Advertising is everything, especially when launching new products, and sportswear companies like to be attached to star sports icons. Soccer king David Beckham and other top Premiership players endorse the company's soccer boots. Adidas shoes started life with boots, first made 80 years ago, and have always been a leading seller. The company sponsors several leading European clubs such as AC Milan, Bayern Munchen and Real Madrid.
A milksop, one that never in his life
Felt so much cold as over shoes in snow.
—William Shakespeare (1564–1616)
The boots came into prominence at the 1954 World Cup, won by West Germany, when the new boots incorporating studs with screws were unveiled. This meant that players could change their studs according to different weather conditions. Today, the range includes the red and white Predator Absolute Power SG, useful on soft ground, and the blue and white f50.7 Tunitell, which has exchangeable chassis, uppers and stud sets. The classic black and white Copa Mundial is the best selling soccer boot in history, since being launched at the 1982 World Cup.
In addition to soccer, Adidas supplies everything needed for other sports, such as golf, basketball and rugby. Adidas shoes are also popular with people working out in the gym and with keen runners. Runners like the shoes because they are good shock absorbers on hard surfaces and the foot is cushioned in comfortable, lightweight materials. The latest innovation is the Adi Star Control 2007 with breathable mesh.
Tennis players also endorse the range of shoes for their sport. The Climacool Feather iii is especially recommended for clay and hardcourt surfaces and it is designed to keep the foot cooled. Female players like the pink and white CC Divine, a shoe that includes the same specifications with added jeweled eyelets.
All that hoops are good for is to clean dirty shoes and keep fellows at a distance.
—Samuel Richardson (1689–1761)
The company continues to bring new products on line, designed for comfort and performance. Their reputation is further enhanced by their sponsorship of various national sports teams, including the New Zealand All Blacks Rugby Union team, the Australian Cricket team and the USA Fencing team. Adidas shoes and clothing is also seen on professional basketball courts, as they are the official sponsors of the NBA.