A Journey of Rediscovery: How Adidas Uses the Past to Innovate

A Journey of Rediscovery: How Adidas Uses the Past to Innovate

Adidas' transformation into a brand with a market cap of $17.1bn began by looking to its past. In the late 1980s, facing competition from Reebok and Nike, then CEO René Jäggi invited Peter Moore and Rob Strasser, ex-Nike managers, to visit Adidas. The two saw potential in Adi Dassler's hands-on approach to innovation - his philosophy of industrialised craftsmanship and his understanding of athletes' needs. They created a new innovation and branding approach with Adidas Performance and a new streetwear line, Originals, now a $2.8bn business. Adidas doesn't live in the past, but it recognises the value of learning from history.

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