Adidas Essay

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Adolf Dassler started to produce his own sports shoes in his mother's wash kitchen in Herzogenaurach, Bavaria. On 1 July 1924, his brother Rudolf "Rudi" Dassler joined the business. By the 1936 Summer Olympics, Adi Dassler drove from Bavaria to the Olympic village with a suitcase full of spikes and persuaded U.S. sprinter Jesse Owens to use them, the first sponsorship for an African American. Following Owens's haul of four gold medals, his success cemented the good reputation of Dassler shoes among the world's most famous sportsmen. Letters from around the world were sent to the brothers', and the trainers of other national teams were all interested in their shoes. Business boomed and the Dasslers were selling 200,000 pairs of shoes each year before World War II. During World War II, the shoe factory was used for the production production of anti-tank weapons. Company split The brothers split up in 1947, with Rudi forming a new firm that he called Ruda – from Rudolf Dassler, later rebranded Puma and Adi forming a company formally registered as Adidas AG from Adi Dassler on 18 August 1949. The name is actually a portmanteau formed from "Adi" (a nickname for Adolf) and "Das" (from "Dassler"). The Tapie affair After a period of trouble following the death of Adolf Dassler's son Horst Dassler in 1987, the company was bought in 1989 by French industrialist Bernard Tapie, for 1.6 Billion French Franc, which Tapie borrowed. Tapie was at the time a famous specialist of rescuing bankrupt companies, an expertise on which he built his fortune. Tapie decided to move production offshore to Asia. He also hired Madonna for promotion. He sent, from Christchurch, New Zealand, a shoe sales representative to Germany and met Adolf Dassler's descendants (Amelia Randall Dassler and Bella Beck Dassler) and was sent back with a few items to promote the company

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