To lead a brand into the future one needs to understand its history. Especially when the brand’s history is so fascinating, iconic and vivid as that of Germany’s largest sport brand, adidas. ‘The story as told by those who lived and are living it’ bears interviews of sport greatest celebrities such as Franz Beckenbauer, Reinhold Messner, Stefanie Graf, Edwin Moses, Darryl McDaniels (Run DMC), Zinedine Zidane, Yohji Yamamoto, David Beckham, Stella McCartney, Lionel Messi, and many more.

Collateral material for internal communication has been derived from the book and is made available online to all employees of adidas worldwide, because to develop the brand’s future means to understand its history.