rivalry between the two companies<\/a>. This divide was so deep that there were “Adidas” and “Puma” restaurants, bakeries, and other establishments. Residents were known to be loyal to one brand or the other, often based on their employment.<\/p>\n\n\n\nRun-DMC Connection<\/strong>: In the 1980s, the hip-hop group Run-DMC released “My Adidas”, a song that celebrated the brand and its Superstar shoes. This unintentional promotion led to Adidas forming one of the first ever non-athletic endorsement deals with the group, emphasizing the influence of music culture on fashion.<\/p>\n\n\n\nSpace-Faring Sneakers<\/strong>: In partnership with NASA and the International Space Station’s U.S. National Laboratory, Adidas sent its Boost shoe technology to space in 2019. The aim was to study the foam molding process in microgravity, which could lead to further innovations in sneaker design and production.<\/p>\n\n\n\nWorld Record Shoes<\/strong>: At the 2012 London Olympics, Adidas athletes set 26 new world records. The brand’s Adizero Prime SP, a track spike, was dubbed the “fastest shoe on the planet” and played a role in achieving those records.<\/p>\n\n\n\nDigital Innovation<\/strong>: Beyond physical products, Adidas launched a smartphone app called “Glitch” in 2017. This app was unique as it allowed users to design their own soccer cleats, and it also utilized a referral-only approach for access. This approach highlighted Adidas’ blend of technology and fashion-forward thinking.<\/p>\n\n\n\n