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Adidas uses the iconic three stripes to brand itself in a number of ways. In this article we take a stab at answering the question “Why Did Adidas Change Its Logo?”
Why Adidas Changed Its Logo
All large companies eventually update their logos to change with the times. As Adidas grew, they wanted to represent that growth and company philosophy with an updated logo.
Initially, Adidas had a picture of a shoe with some lettering around it for a logo. Eventually, they began adding the iconic 3 stripes to their products. The intent was to show the diversity of the company. North America, Europe and Asia were at the time the primary continents where the sneakers were sold. The 3 stripes thus represent the international nature of the company.
What Happened To The Old Adidas Logo
The trefoil came out in 1971 and Adidas changed its logo to effectively replace the previous logos that had contained images of sneakers within the design.
Adolf Dassler, founder of Adidas, purchased the three stripes mark in the 1940s from Karhu, a Finnish sneaker brand. Online sources disagree as to whether the 3 stripes concept or the trefoil logo itself was acquired at this time.
The stripes on the trefoil represent Adidas’ focus on variety, while the three trefoil leaves continue to stand for the international availability of the brand. Basically, the trefoil logo showcases versatility and the sheer size and reach of the company.
In 1991, Adidas debuted the mountain logo. This logo represents overcoming obstacles, much like climbing to the peak of a mountain. This is considered the “current” Adidas logo.
While some may view this as the official logo, the reality is that after the 70s, Adidas has kept multiple logos in play. This helps diversify the different brand offerings for the different types of customers that buy and wear Adidas products.
Why Adidas Has 2 Different Logos
Rather than permanently change their logo, Adidas has added additional logos. The trefoil logo is for Adidas Originals products and the mountain logo is used on tech or sports-focused products.
These throwbacks proudly
sport a trefoil logo
The 1970s trefoil design is still in use, and appropriately added to sneakers that are themselves throwbacks. Lifestyle and casual wear are represented with this stamp.
The Adidas Originals line which contains sneakers such as the Campus, Superstar, ZX 8000, Gazelle, Rivalry and Forum have all been seen sporting a trefoil. This lifestyle segment of Adidas’ business is popular in the fashion scene and represent streetwear staples.
This sneaker sports the mountain logo
To this day, musicians, actors and other influencers are seen sporting the iconic trefoil-laced sportswear from the Originals line. In the 70s, The Doors, Bob Marley and other famous acts rocked the trefoil. Run DMC of course kept this going with their fashion, even creating a song literally called “My Adidas”. Later, celebrities such as Kanye West, Pharrell and others helped give the brand a bit of a resurgence.
Meanwhile, the main Adidas mountain logo is found on “modern” models such as the Ultraboost and newer basketball kicks. Non-lifestyle kicks from the brand intended for performance have this logo.
The ‘Other’ Adidas Logo
Some pairs sport a logo that kind of looks like a globe with the 3 stripes in it. This logo originated in 2001-2002 but is rarely seen on products today outside of certain collabs.
The inspiration for the logo is the rapidly evolving world, which in turn inspires Adidas style. The logo shows that Adidas is keeping pace with the ever-changing styles of fashion and the world at-large.
I think we would see more of this logo if the trefoil and mountain logos weren’t already so iconic.
So Which Logo Is The ‘Real’ Adidas Logo?
The mountain logo is the official Adidas logo. This is reflected in the branding on their website.
Depending on who you ask though, many will say that the trefoil is the official logo of the brand. Someone into the lifestyle/collector element of sneakers might view the trefoil as the official stamp representing all the best kicks Adidas has to offer. Ultraboost fans might beg to differ however.
The reality is that Adidas hasn’t “changed” to a new logo since 1971. They’ve simply added different logos to reflect modernization, reach and different segments of their brand.
Many brands do this. Nike has Nike Sportswear, Jordan Brand, Nike SB etc. Adidas is arguably taking a simpler approach with fewer logos and brands.
Conclusion
The 3 stripes are what people think about when they think about Adidas. As stated before, the stripes represent the global nature of the brand. Thus, the logos are simply different ways of showcasing the stripes and differentiating between lifestyle wear and sports tech.
This is very useful for someone shopping for some new Adidas. The logo can quickly indicate a sneaker’s intended use by the manufacturer. If it has a trefoil, it is probably not advisable to actually play sports in the sneaker. Even if the trefoil-sporting pair is a runner, it is likely a retro of a vintage runner model with less-than-optimal tech for today’s performance needs. If the sneaker sports a mountain logo, it is likely good for running, basketball or other sports, but will look less appropriate worn casually.
Ultraboosts are one of the exceptions where the intended use of the sneaker is for performance (hence the mountain logo), but collectors have appropriated the sneaker for streetwear as well. At least, they did in the past when the ‘Ultraboost boom’ was occurring (2015-2016 or so).
As I primarily collect lifestyle and casual sneakers, most of the Adidas I own rock the trefoil logo. I do have some Ultraboosts with the mountain logo, however my focus is less on the tech offerings from the brand and more on the retro/vintage throwbacks. Regardless, I’ve rarely been dissatisfied with Adidas’ offerings from either category.
Shop for new Adidas on Adidas’ website now!