12 Keys to Unlock Your Professional Football Career by T. O. Daniels

12 Keys to Unlock Your Professional Football Career by T. O. Daniels

Author:T. O. Daniels
Language: eng
Format: epub
Publisher: Selfpublishing


The creation of Adidas can be traced to the early 1900s when Adi Dassler started a little shoe-making business at the back of his mother’s wash kitchen in Herzogenaurach, Bavaria, Germany, after returning from World War One. Though a trained baker, his baking skill offered him little chance of getting a job at the time. Therefore, turning to his innate exceptional craftsmanship, he began making shoes.

Because the country was just coming out from war, shoe-making materials were practically unavailable. To keep his business going therefore, he resorted to using materials from old tyres, helmets, army tents, tank materials, and rucksacks, which he could scavenge.

Also, to keep his business going in the face of poor electricity supply at the time, the innovative and creative Adi built a shoe trimmer and other equipment powered by a stationary bicycle.

His first shoes were bedroom slippers that had soles made from used tyres. However, for his deep love for sports, he later converted the slippers into distinctive lightweight gymnastics and soccer shoes with nailed-on cleats. Demand for the shoes rose astronomically, reaching 100 pairs a day in 1926. With the huge demand, the company was able to build a factory, and Adi’s brother, Rudi, and his father quit their jobs to join him, and the business became known as the Dassler Brothers Shoe Factory.

Adi wasn’t only an expert shoemaker; he was also a master marketeer, whose goal was not only to sell his shoes in Germany or Europe, but the whole world. And his major strategy to achieving this goal was to expose his shoes at the Olympics by persuading athletes to wear them for free and to observe improvement in their performances. This was a new marketing strategy which Adi was bringing to the industry, and which shot up his company’s sales after the German team at the 1928 Olympics wore his shoes. In the following Olympics in Los Angeles, athletes who wore Dassler shoes all won medals, an observation that brought the Dassler brand name to be synonymous with victory in the minds of athletes.

Then came the 1936 Olympics, an opportunity Adi would not miss once again to show his shoes to the world and intensify the association with winning that his shoes were impressing on the minds of athletes worldwide.

When the Games started, Adi drove to the Olympic village with a suitcase full of spikes and convinced Jesse Owens, the U.S. sprinter, to use Dassler shoes in the competition. With Owens winning four gold medals running on Dassler shoes, which the world saw, demand from national teams, trainers, and individual athletes from all over the world for Dassler shoes skyrocketed. The company’s sales soared to 200,000 pairs yearly before World War II broke out.

The company’s factory was commandeered by German forces to produce boots for its soldiers during the war. When the war ended, Adi and his brother again started scavenging for materials to use in rebuilding their shoe making business. They cleverly made use of materials from old American tanks as soles and army tents as canvas.



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