I believe everyone is familiar with the following logo. As a well-known sports brand adidas, its logo has also evolved through history to become the current "Three Stripes" and "Clover".

So do you know the evolution, history and meaning of the Adidas logo?

The Adidas logos that have always appeared in the public include three, sports performance series performance (three stripes), sports tradition series originals (clover) and sports fashion series style (ball-type LOGO)

The three-striped Adidas logo was the first to be used. In 1949, the second year after the establishment of the Adidas brand, it began to be applied to various Adidas products.

Designed by Adidas founder Adi Dassler, the three-striped adidas logo represents the mountains and points out the desire to fulfill challenges, achieve the future and continuously achieve goals.

In 1972, Adidas gradually replaced the early three-stripe Adidas logo with a clover logo.

Does it look like a lotus with a few petals missing? But in fact, the Adidas clover logo originally represented the connection of three continental plates - its shape is like the three-dimensional expansion of the earth, very similar to the world map, symbolizing the power of movement that extends to the whole world.

In the late 1980s and early 1990s, in order to compete with Nike and enhance its own sense of sports fashion, Adidas once again reinvented its brand's earliest three stripes and applied them to its products. , as Adidas’ most well-known (and most popularly priced) sports performance series (adidas performance).

In 1996, after experiencing an equity acquisition crisis, Adidas reactivated the clover Adidas logo and

specifically applied it to its mid-to-high-end products that are different from the sports performance series. The adidas traditional classic series (adidas Original) is tailor-made for class sports enthusiasts and shoe fans.

In order to "defend" its "Three Stripes", Adidas has fought countless lawsuits in the past 70 years, hoping to make any clothing manufacturer that dares to use similar stripes logo quit. .

For example, American professional wrestling empire WWE, East Idaho Technical College, automobile manufacturer Tesla, etc. were named by Adidas because their LOGOs contain three stripes. Therefore, Adidas’s outrageous behavior was dubbed “rights hooligan” by netizens.

After 70 years of operation, the design elements of the "three stripes" have been given a new value definition by Adidas. In order to protect its brand value, Adidas applied to register the stripe trademark.

However, in June this year, the European Union’s second highest court ruled that Adidas’ three-stripe trademark was invalid because the trademark lacked uniqueness and had no distinctive features.

At this point, Adidas has lost the right to use the "Three Stripes" trademark in Europe. This verdict is too cruel for Adidas.

However, trademarks without distinctive features are not allowed to be registered in my country, unless in practice, some trademarks that originally had no distinctive features have developed distinctive features after use. In this case , trademarks can be registered and protected.

During the appeal process, Adidas failed to provide strong evidence to prove the distinctiveness of its three stripes, so the application failed.