Perfectly fusing form and function, heritage sportswear brand adidas is a leading innovator with a legacy that spans over 60 years. Since its founding in Herzogenaurach, Germany, adidas has grown from a humble project to a multinational corporation. Each design effortlessly blends innovative design and technical fabrics with contemporary style codes, creating streetwear clothing, footwear and accessories that is rooted in an athletic-driven sensibility. Here at Incu, we stock all of the best selling adidas designs, from contemporary casual footwear to laid back sweatshirts, tees, jackets, bags, and track pants.
Adidas was founded by Adolf Dassler, whose nickname ‘Adi’ would become the namesake of the now iconic sportswear brand. Dassler first began creating shoes in Herzogenaurach, Germany at his mother’s home after returning from service in World War I. He used his mother’s laundry as a base for his operations, and by 1924 Dassler had enlisted the help of his older brother Rudolf, and the pair established the early version of the adidas brand under the name Dassler Brothers Shoe Factory. The brothers worked hard to bring their company to life, sometimes using a stationary bicycle to pedal power into their equipment when the unreliable electrical supply in Herzogenaurach would malfunction. As their business grew and others began taking interest, the Dassler brothers began working to expand their manufacturing even further, and soon Adi Dassler went on to assist in the innovative development of spiked running shoes which would become a mainstay in numerous track and athletic events. In Dassler’s designs, he made the choice to transition from previous heavy models made with metal spikes to designs that utilised rubber and canvas materials, resulting in a lightweight shoe that was easier to maneuver with and didn’t lose their traction over time. Later in 1936, Dassler would persuade the United States sprinter Jesse Owens to use these shoes during the Summer Olympics. When Owens won four gold medals, the reputation of the shoe company skyrocketed, and the early adidas brand became an international success.
When World War II ended, American occupying forces in the country became the biggest buyers of the Dassler Brothers’ shoes. Despite their company’s success, the two brothers eventually parted ways, and Rudolf went on to form another innovative sportswear company, Puma. Adi Dassler Brought all of his knowledge and experience to a new idea, and soon the adidas brand was born. As the two largest sportswear brands in Germany at the time, Puma and adidas became cult brands, so much so that there was even rivalry in the brothers’ hometown of Herzogenaurach, where fans became divided in their support. The rivalry continued over a number of years, with incidents between the two companies particularly centered around the Olympics, but both brothers ultimately moved forward with their brands in unique ways which were distinct from one another. Following the 1992 Olympics, adidas adopted the now iconic 3-Stripes logo, which is today used across adidas apparel, accessories, and footwear. The original Trefoil logo was the primary brand marker, but after briefly dropping out of use due to the minimal design of the 3-Stripes and the ease of applying the stripes over clothing and design elements, the Trefoil eventually made a come back in the adidas Originals diffusion label, dedicated to retro-inspired fits.
Today adidas has a global supply chain and manufacturers in over 69 countries, with dozens of factories that specialise in country-specific equipment and sportswear that caters to all varieties of local advertisements and trends. Under the guidance of the German headquarters, the international adidas arms are consistent in their quality and innovation, with region-specific designs and exclusive editions. After decades of being one of the leading sportswear companies, adidas has also made the transition into streetwear, with designs that are often seen on the urban landscape. Despite its popularity in apparel, adidas is perhaps the most famous for its pioneering line of footwear. With a dedicated performance range and more casual, everyday sneakers, adidas offers the ultimate offering of men’s footwear with decades of design behind it. The brand has been part of some of the biggest collaborations in streetwear fashion, the most coveted being the exclusive adidas x YEEZY line. This collaboration between adidas and rapper Kanye West has seen some of the most anticipated footwear designs in the last decade, with a range of sell-out styles every season. Since its official launch in 2015, YEEZY has created 8 seasons for adidas, with a mix of apparel and footwear that has challenged traditional views of fashion, luxury, and streetwear.
Here at Incu, we stock the latest collection of men’s adidas footwear and apparel, from sport-infused t-shirts with technical fabrics, to lightweight windbreakers, taffeta track pants, and sleek accessories. Our adidas footwear range spans everyday casualwear styles in a mix of innovative contemporary sneaker designs, to classic, comfort-driven retro-inspired designs. We’re also one of the exclusive Australian stockists of the adidas x YEEZY collections, with a limited drops every season. Shop adidas here at Incu, and browse our other top brands like Nike, Common Projects, Converse, and more.