ASPHALT

On August 18, 1949, Adi Dassler founded adidas to help improve athletes' performance. During the 1950s, he developed world-record sprinting shoes and the first cleats designed with nylon soles, creating an immediate impact. These were revolutionary years, marking a turning point in the clothing and footwear of top-level athletes. But the 1960s also gave rise to styles that would become streetwear classics, such as the iconic Adidas tracksuits. In the 1970s, he laid the groundwork for beloved streetwear pieces like the Adilette, the world's most popular flip-flops, and the iconic white sneakers bearing the Stan Smith name. The Nite Joggers lit up the 1970s with new reflective materials for running in the dark. He made great strides in bringing new technologies to athletic footwear of all kinds. In 1983, the Adidas Copa Mundial appeared, which became the best-selling cleats. The fascinating fashion of the 90s influenced the creation of clothing and technology that increasingly resembled those of today. The 2000s continued the development and evolution of existing models and technologies. The Supernova Cushion M became the classic running shoe of the 2000s. Adidas similarly drove evolution in the world of professional swimming with a design conceived especially for Ian Thorpe that incorporated cutting-edge technology designed to reduce water resistance. During the 2010s, sustainability became a priority. Adidas and Parley, an association committed to ocean conservation, teamed up to create clothing and footwear made from recycled ocean plastic. This collaboration grew into a movement aimed at ending the waste generated by the fashion industry through the reuse of plastics. With increased awareness of the importance of sustainability came greater technological innovation. The last decade witnessed the development of Boost, the energy-returning midsole that is a current favorite among runners. The Futurecraft 4D conceived a new way of designing sneakers, with a midsole created from liquid material and sculpted by light and oxygen, an evolution in cushioning technologies. This period saw the consolidation of iconic collaborations, such as the fusion of sportswear with haute couture with Stella McCartney, and with Kanye West and the launch of YEEZY . As we approach the present, we witnessed numerous changes and barriers broken down in the fight for equality. In 2015, Adidas launched the Superstar Pride Pack, the first sneakers to support LGBT+ rights. Seventy-two years later, Adidas has not only left its mark on sports and athletes, but also on fashion, culture, sustainability, and more.