OF THE
TIMES
Both Dassler brothers joined the Nazi Party (NSDAP) in May 1933 and also became members of the National Socialist Motor Corps. Furthermore, Adolf took the rank of Sportwart in the Hitler Youth from 1935 until the end of the war. During the war, the company was running the last sport shoe factory in the country and predominantly supplied the Wehrmacht with shoes. In 1943 the shoe production was forced to cease operations and the company's facilities and workforce was used to manufacture anti-tank weapons. From 1942 to 1945 at least nine forced labourers were working at both sites of the company
The second key factor for the shoe firm in the early 1930s was the role sport played in the racial-nationalist philosophy of Hitler. With the rise of the National Socialist German Workers Party, athletic teamwork was prioritized. The Dassler brothers did not fail to see how their economic interest would benefit from politics; all three Dassler brothers joined the Nazi Party on 1 May 1933โthree months after Hitler was appointed Chancellor. Rudolf was said to be most ardent believer of the three
German sportswear giant Adidas saw its net profit nearly halve in the third quarter of 2022 after leaving the Russian marketWell yeah. That was obviously going to happen given Adidas is the go-to uniform for Russian gangsters. Likely half their market share right there!
Comment: Adidas has historically always altered their sales models based on what they perceive to be popular sentiment, and has repeatedly paid the price for it. Some lessons are hard, apparently.
See also: