One of the most important names in fashion and sportswear is adidas and in the past 50 years, the brand has become a cultural icon relevant to some of the most important subcultures around. The three-stripe branding and trefoil logo is one of the most recognisable designs in modern times and adidas trainers have become a worldwide staple.
Since Adi Dassler split with his brother Rudolf Dassler (who went on to start Puma) and opened his first factory manufacturing adidas footwear. With both brothers running rival companies in the same town it is of little surprise that both Puma and adidas have become global phenomenons. The brands emergence as a fashion statement came about thanks to some of the biggest subcultures in recent times taking styles as a uniform of sorts. Whenever Run DMC stepped on stage in full adidas tracksuits and superstars, Oasis sported worn in adidas Gazelles for press shoots at the height of Britpop or when the Stan Smith became the ultimate tennis shoe these were all markers of the sportswear and cultural dominance of this global brand. With the brand being almost 60 years old now they continue to be relevant to a new generation thanks to the likes of the Yeezy by Kanye West and collaborations between adidas and Pharrell Williams.
Despite their long history, they have remained focused on adapting and perfecting their products to ensure they provide both style and substance. The adidasEQT line was reintroduced in the 2010’s with a focus of blending the newest trainer technology with classic designs inspired by the brands archive. Along with these future facing designs and technologies, adidas continue to produce their classic styles which are a staple in British life, including the Gazelle, Hamburg and München. Xile also stocks a wide range of adidas apparel including tracksuits and t-shirts which take the classic three stripe design and continue to adapt and advance these styles.
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