Shoe Archive

One of our students, Barbara Hölschen, will be giving us a presentation this week on her very unusual job – Head of History Management at Adidas.

Barbara manages a team devoted to the maintenance and promulgation of an archive of over 80,000 objects associated with the Adidas brand – shoes, balls, shirts, clothes – as well as reams of documentary material.

Until recently the archive was only available to view internally, for example to design or marketing teams keen to draw on the heritage of the company founded by Adi Dassler in 1947. Barbara has stressed to me in class that part of the value of the collection is to Adidas’s current business, as the company seeks both to build and build on a rich tradition of sporting achievement and aspiration.

But the archive is now also available for public perusal. You can browse and search the collection, watch Adidas ambassadors (Stan Smith, Zinedine Zidane, etc.) talking about the equipment associated with them, and build your own personal collection within the site. It is well worth a look.



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