The partnership between Adidas and German football has been a commercial and sporting success for both sides for decades. It is a shared history of advancement. In 1954, the country recognised itself in the national team, and in Adidas too. Back then, Adolf “Adi” Dassler was the equipment manager; his screw-in studs were innovative and gave Fritz Walter, Max Morlock and Helmut Rahn a foothold in the rain of Berne.
Later, Dassler built up a world-class company. Today, clubs such as Arsenal and Ajax regularly take up residence in a small town that doesn’t even have a railway station. The national team will also be preparing for the European Championship in Herzogenaurach. Dassler is the German version of rags to riches.
