adidas was founded by Adolf ‘Adi’ Dassler who began making sports shoes in Germany in 1920. Following three main principles, to produce the best shoe that the sport requires, to protect the athlete from injury, and to make the shoe durable, adidas was soon making footwear for Olympic gold medalists, tennis champions and football World Cup winners. Whilst still focusing on athletic innovations, the brand has embraced the worlds of music and fashion, with signature styles like the Superstar and Gazelle becoming intrinsically linked to hip hop culture in the 80s. This crossover continues today through footwear and ready-to-wear collaborations with brands and musicians.