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Ina Heumann

Ina Heumann

published 11 articles, since 2011

Tags: History, brand identity, adidas, family tradition, Firebird, brand book

I started working for adidas in 1979. My father was a shoemaker at adidas – so I grew up with the smell of leather and glue and it always seemed very natural to me: this is the place I want to work at.

My first boss was the daughter of Adi and Käthe Dassler. From there I moved from the HR department to Product Development for tracksuits (I gave one of the best known tracksuits the name Firebird). The famous adidas Equipment concept was the next stage I was allowed to be a part of. This was as of the 90s with Rob Strasser and Peter Moore. Since the new millenium I have been responsible for Brand Identity and also took care of so called “brand projects”. This includes the production of materials such as books which explain where the adidas brand is coming from, the heart and its history…. for our employees to understand why we are doing what we are doing.