For decades, the three stripes of Adidas have been a globally recognised symbol of sportswear, but a surprising number of fans are only just discovering the hidden meaning woven into the brand's iconic design.
The Humble Beginnings of a Sportswear Giant
The story of Adidas began in the aftermath of the First World War, when founder Adolf 'Adi' Dassler started repairing shoes. The operation soon moved to his mother's laundry room in Herzogenaurach, Germany, where he was later joined by his brother Rudolf to craft sports shoes. Their venture, named Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory), quickly found success, providing footwear to international athletes by 1928.
After a hiatus during the Second World War to produce military equipment, the brothers had a famous falling out in 1948. Rudolf left to establish rival brand Puma, while Adolf rebranded the company as Adidas, a portmanteau of his first name and surname. The following year, in 1949, Adi designed the brand's first logo, featuring a spiked shoe adorned with the now-legendary three stripes.
The Practical Birth of an Iconic Symbol
Contrary to popular belief, the choice of three stripes was not rooted in numerology. According to the official Adidas website, founder Dassler tested various stripe configurations and found that three stripes showed up most prominently in photography. For a new sports brand aiming to make a visual impact, this practical consideration was crucial. The strategy clearly worked, cementing the 3-Stripes as a world-famous trademark.
The Mountain Symbolism Hidden in Plain Sight
Upon closer inspection, the stripes form a distinct triangular shape, reminiscent of a mountain. Design experts suggest this is a deliberate metaphor. Hatchwise interprets the design as symbolising the 'obstacles to overcome during your work to achieve your athletic goal'. Similarly, Tailor Brands states it represents 'the challenges athletes face and the goals to be achieved'.
When the logo's design grid was shared on Reddit's design forum, users expressed widespread surprise. One person commented, "Its a mountain? All this time I just thought it was three stripes lol." Another noted, "Arguably one of the most iconic logos out there."
A Trio of Logos for a Modern Brand
Today, Adidas uses three distinct logos for different product lines. The classic three stripes are used on performance and sports ranges. The trefoil logo adorns the Originals and lifestyle collections, while the Badge of Sport, featuring three diagonal bars with the Adidas wordmark, is reserved for sportswear. This strategic branding ensures the core symbolism of challenge and achievement continues to evolve with the brand.
