How Adidas Became a Streetwear Icon

Adidas has spent decades defining what streetwear looks like. From Run-DMC's endorsement to Kanye's Yeezys, the three stripes have consistently sat at the intersection of sport and style.

Founding roots

Founded in 1949 by Adolf "Adi" Dassler in Germany after splitting from his brother Rudolf (who started Puma), Adidas was purely a sports company. Making better shoes for athletes was the singular mission.

Early cultural moments

The Adidas Superstar debuted in 1969 as a basketball shoe. It became a hit among NBA players and remained popular through the 1970s. Nothing about it suggested future cultural significance.

My Adidas moment

In 1986, Run-DMC released "My Adidas," a hip-hop track celebrating the Superstar sneaker. This was unprompted, organic love from a genre that had rejected corporate sports culture. Adidas paid attention.

The endorsement that changed marketing

Adidas signed Run-DMC to a $1.5 million endorsement deal - the first non-athlete endorsement for the brand. This proved streetwear cred was commercially valuable, forever changing how sports brands marketed.

Trefoil vs three stripes

Adidas splits into two brands under the parent: Adidas Sport (three stripes, athletics focus) and Adidas Originals (trefoil, lifestyle focus). The trefoil manages the streetwear heritage.

The Stan Smith renaissance

Named after tennis player Stan Smith in 1971, this simple leather sneaker became one of the best-selling shoes ever. Multiple relaunches over the decades keep it relevant to new generations.

Yeezy: the game changer

Kanye West's partnership starting in 2013 transformed Adidas from strong second to Nike into a direct challenger for cultural relevance. Yeezys generated billions and defined mid-2010s sneaker style.

The end of Yeezy

Kanye's controversies led Adidas to end the partnership in 2022, resulting in massive financial losses. The brand had to rebuild without their signature streetwear icon.

Sambas and Gazelles resurgence

Post-Yeezy, Adidas leaned into their heritage silhouettes. Sambas and Gazelles became fashion darlings in 2023-2024, driven by Grace Wales Bonner collaborations and organic celebrity adoption.

What's next

Adidas continues balancing sports authenticity with streetwear cultural cachet. Football (soccer) partnerships remain central. Terrace culture (soccer hooligan fashion) continues driving colorway choices.