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But a deep dive into Adidas’s archives had him reeling. Led Zeppelin Thank You I Love You If The Sun Refused To Shine T-Shirt “I suddenly realised that, with the exception of the waffle trainer and that air bag [Nike’s Air Max technology], this guy Adi was the father of 90% of the [sportswear] industry,” he would say. Maybe Kanye West came to the same conclusion after leaving Nike too. His next stop would be Adidas, where, by the admission of the then-president of Adidas North America, Mark King, his collaboration “definitely helped make Adidas cool again”. Indeed, it was Adi Dassler – from which comes ‘Adidas’ – who pioneered the idea of designing shoes to be functional for specific sports: he set out on the path that would lead to the modern track shoe, the modern football boot (and, for that matter, the modern football), along with shoes specially designed for every marginal sport from handball to high jump, boxing to fencing. Sure, Nike has long dominated golf, tennis and basketball – a sport Adidas was the market leader in before Nike came along. But it’s precisely that focus which, arguably, has meant the latter’s back catalogue of styles is comparatively limited to endless reinterpretations of the Air Force 1, Dunk or Jordan. In contrast, Adidas’ approach has not only tied it to sporting legends as diverse as James Hunt, Muhammad Ali and Gerd Muller, but given it a long roster of stone-cold trainer classics: the Gazelle and the Samba, the Superstar and the Campus, the ZX line and the NMD, even the Adilette shower slides, which sparked their own odd-ball, wear-them-out-with-socks fashion moment. Then, of course, there is the Stan Smith tennis shoe – still Adidas’s best-selling style, 60 years old in 2023 and arguably the progenitor of today’s long line of stripped-back, luxury sneaker makers, reinventing the sports shoe as something semi-formal.