Fragrance house

Adidas

Adi and Rudolf Dassler founded the Gebrüder Dassler Schuhfabrik in 1924; after the brothers separated in 1948, Adi registered the adidas brand. On August 18, 1949, he registered the Adolf Dassler adidas Sportschuhfabrik in Herzogenaurach, Germany, with 47 employees. Lightweight screw-in-stud boots worn by West Germany during its 1954 World Cup victory established adidas’s performance identity and brought international attention. In 1967, the Franz Beckenbauer tracksuit carried the three-stripe design from footwear into apparel. The three stripes became the brand’s trademark identity, while the Trefoil, introduced in 1972, is now used primarily for adidas Originals. The 1986 connection with Run-D.M.C. and “My adidas” linked the brand with music and street culture. After Horst Dassler’s death, adidas became a stock corporation in 1989, and the Dassler family’s majority ownership ended between 1990 and 1992. adidas acquired Reebok in 2006 and completed its sale to Authentic Brands Group in 2022. Its archive-based products, including Samba, Stan Smith and Superstar, connect sporting heritage with lifestyle use. In fragrance, Coty and adidas renewed their long-term partnership in 2023; the 2025 Vibes collection comprised six fragrances, while adidas fragrance sales grew by double digits in the first half of that year.