In 1949, after almost 20 years of shoe design, Adi Dassler trademarked the ever-famous three stripes for his brand Adidas. In 1978, Adidas developed a light trekking shoe for Reinhold Messner's Mount Everest expedition. Since then, it has been Adidas' goal to provide outdoor athletes with products that enable them to push the limits and achieve their personal best. Adidas heritage blended with an obsession for outdoor enthusiasts makes for an incomparable line of outdoor technical apparel and footwear. Adidas—All Passion.