Adidas celebrates the Original Adi Dassler

Adidas tells the story of its founder Adi Dassler, a humble German shoemaker and athlete, in this animated installation in the Original campaign. We’re told about Adi making running shoes for American athlete Jesse Owens in 1936, the German football team in the 1954 World Cup final, high jumper Dick Fosbury, and tennis player Nasty Nastase. His shoes came to be worn by people outside the stadiums of the world, as well as people like the Liverpool Football Club and skateboarder Mark Gonzales.

Adi Dassler claymation in Adidas ad

Adolf (Adi) Dassler was born in Herzogenaurach, Germany. Trained as a baker, Adi returned from World War I to start his own business making sports shoes, supported by his mother, father, the brothers Zehlein, brother Rudolf (who went on to form Puma). Adidas’ first major breakthrough was equipping athletes at the 1928 Olympics. Dassler died in 1978.


The Adi Dassler ad was developed at 180 Amsterdam by executive creative director Andy Fackrell, executive creative director/copywriter Richard Bullock, art directors/copywriters Samuel Coleman and Dario Nucci, executive agency producer Cedric Gairard and agency producer Cat Reynolds.

Filming in Prague was directed by Martin Krejci via Stink, with sound mixer Raja Seghal, executive producer Daniel Bergamn, producer Molly Pope, production designer Marketa Korinkova.

Animation was directed by Michal Podhradsky with director of photography Ivan Vit, clay specialist Marta Kačorova, and latex specialist Jaroslav Bezdek.

Post Production was done at Glassworks, London, by Flame artist Duncan Horn, post production supervisors The Pool, post production producers Nickie Stevens and Rick Naudé. Editor was Filip Malasek at Robota. Telecine was done at The Mill by colorist Seamus O’Kane.

Sound was recorded at Grand Central London. Music was composed by Xavier Mosley and Viktor Erkt at Agoraphone/Soundsquare., Prague. Sound was designed by Raja Seghal.