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Way back in the early days of the 20th Century, when Adi Dassler first started cobbling sports shoes in his mother’s laundry room, there was certainly no such thing as a lifestyle market. There was barely a functioning market for specialty sport shoes. Adi Dassler had a passion, bordering on obsession, with developing performance, athletic footwear.

As far back as the 1936 Berlin Olympics, Dassler shoes had established a top quality reputation amongst many of the world’s elite athletes. Over the years, Adidas, obviously, continued to grow bigger and bigger, establishing itself as the preeminent sportswear manufacturer in the world.

Performance technology was always the goal driving Adidas forward, but along the way, new paths would reveal themselves. It turned out that people were wearing shoes like the Gazelle, Samba, Stan Smith, SL72, and Dragon away from the courts and tracks. Shoes intended for the fast growing leisure market such as the Dublin, Trimm Trabb, Montreal, and Grenada would form an essential part of the Adidas legend, alongside their performance oriented brethren.

The Adidas Day One collection seeks to combine these concepts, the devotion to functional, forward thinking innovation and a contemporary, progressive style aesthetic, in a single package. Tech elements like reflective detailing, climate responsive fabrics, utility pockets, and, for the shoes, primeknit and boost construction, are presented in a timeless, yet ultra-modern utilitarian/military motif.

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