EDITORIAL IN RETAIL.

180 AMSTERDAM The adidas brand was founded on a number of guiding principles. Passion as the first, inspired by Adi Dassler‘s dream to bring his passion for sport, the athlete and product to everyone who came in contact with his brand. As the editor, it was an amazing project to discover so many tales of passion winning over impossible. In fact, half the trouble came in deciding which ones to leave out (Apologies, Mr Zapotek and Mr Thorpe, you didn’t make the cut). It was also a great exercise in linking the brand’s passionate philosophy with the products that they created. For example, the discovery that some of the Predator boots are still handmade in a small factory in Germany. Even during the production process Adi Dassler was an inspiration to our editorial team, as page by beautifully designed page failed to tick client boxes. It was our passion to persevere which resulted in the publishing of these beautiful limited edition books. All four of them.

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