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It’s that moment in the last minute of the game when you realize the vital through ball will succeed and you will score – no matter what. It’s the moment when you resolutely turn in a completely new and surprising direction. It’s the moment when you hold your breath because of all the excitement. These are the few but powerful situations which have the potential to fundamentally change the game. adidas has in its history experienced a couple of these special moments, too. Most often they have been triggered by the innovative spirit Adi Dassler anchored in the DNA of our brand and which Bernd Wahler, Head of Innovation at adidas, also described in his recently published interview.

In the last years I have investigated quite extensively adidas’ history for the history book ‘The story as told by those who have lived and are living it’. Based on this knowledge, let me share what I feel some of the most important and game-changing moments in our history were.