{{Short description|Adidas' trademark}} {{Other uses}} {{Use dmy dates|date=October 2019}} {{Infobox brand | name = Three stripes | logo = Adidas 2022 logo.svg | logo_size = 150px | logo_caption = One of the typical Adidas logo with the three stripes, introduced in 1991; this one for its Performance and Sportswear brandline, the textless version being used as the brand's main logo since 2022. | image = Adidas black shoes.JPG | image_size = 150 | caption = Three stripes design application<br>on shoes and packaging. | producttype = [[Corporate identity]] | currentowner = [[Adidas]] | producedby = | country = [[Germany]] | introduced = {{start date and age|1949}}<ref name=mkt>[https://thinkmarketingmagazine.com/adidas-logo-transformations/ Adidas logo and brand transformations story] at Think Marketing, 22 Aug 2012</Ref> | discontinued = | related = | markets = Worldwide | previousowners = | trademarkregistrations = | ambassadors = | tagline = | website = | module = <!-- or: misc --> | module1 = <!-- or: misc1 --> }} '''Three stripes''' is a [[trademark]] of [[Adidas]] consisting of three parallel lines, which typically feature along the side of Adidas apparel. Adidas was known for this branding early in its history, with its owner, [[Adolf Dassler]], describing it as "The three stripe company".<ref>{{cite web|title=The Adidas Logo|url=https://www.logaster.com/blog/adidas-logo/|work=Logaster|accessdate=5 November 2013|date=11 July 2012|quote=The company simple placed three black stripes on everything that they manufactured. Even this early in their history, the company was known for this branding. The owner of the company at the time liked to call his business “The three stripe company”. Even as new logos took the place of the old ones, the company would remain loyal to the three stripes look.}}</ref>
== History == Finnish Sport Museum has a pair of footwear from the 1940s with the three stripes by Finnish athletic footwear brand [[Karhu Sports]].<ref name=FSM>[https://www.finna.fi/Record/musketti_sum.M027:0:473 Item description at Finna image archive] accessed May 28th 2021</Ref> According to another source, the three stripes mark was created by the Adidas company founder, Adolf Dassler, and first used on footwear in 1949, when Adidas was founded.<ref name=mkt/> In 1952, following the [[1952 Summer Olympics]] in Finland, Adidas acquired its signature three stripe branding from Karhu Sports, for two bottles of [[whisky|whiskey]] and the equivalent of [[euro|€]]1,600.<ref>{{cite book | title = International cases in the business of sport | author = Simon Chadwick, Dave Arthur | page = 438 | publisher = Butterworth-Heinemann | year = 2007 | isbn = 978-0-7506-8543-6 }}</ref><ref>{{cite web|title=1600 euros and two bottles of whiskey: How adidas bought the rights to three stripes|url=https://pictolic.com/article/1600-euros-and-two-bottles-of-whiskey-how-adidas-bought-the-rights-to-three-stripes1|website=Pictolic|access-date=13 March 2026}}</ref><ref name="smit">{{cite book | title = Pitch Invasion, Adidas, Puma and the making of modern sport | author = Smit, Barbara | isbn = 0-14-102368-6 | publisher = Penguin | year = 2007 | pages = 44}}</ref><ref>{{cite book | title = International cases in the business of sport |author1=Simon Chadwick |author2=Dave Arthur | page = 438 | publisher = Butterworth-Heinemann | year = 2007 | isbn = 0-7506-8543-3 }}</ref>
[[File:Original Adidas logo.svg|thumb|150px|right|The Trefoil logo of Adidas, used as the main logo from 1972 through 1997 and currently used for the [[Adidas Originals]] brandline.]] The Trefoil logo was designed in 1971 and launched in 1972 with the [[Adidas SL 72]],<ref name=mkt/> just in time for the [[1972 Summer Olympics]] held in [[Munich]].<ref>[ History] on Adidas-Group.com</ref> This logo lasted until 1997, when the company introduced the "three bars" logo (that had been designed by then Creative Director Peter Moore), initially used on the ''Equipment'' range of products.<ref name=mkt/> Designs for shoes registered in 1949 incorporated the three stripes along the side.<ref>{{cite web|title=Birthday of adidas|url=https://www.adidas-archive.org/#/exhibitions/992/objects?language=en|work=Adidas website|access-date=4 November 2013|quote=On 31 March 1949, this shoe was registered, along with the following three shoes, as a registered design through the patent lawyer Dr Wetzel.}}</ref>
== Branding in sports == [[File:Scotland national football shirt.jpg|thumb|150px|Scotland national football team jersey made by Adidas, with the classic three stripes. The break on the sleeves is mandated by the sport's governing bodies.]] In 1998, Adidas sued the [[National Collegiate Athletic Association]] over their rules limiting the size and number of commercial logos on team uniforms and apparel. Adidas withdrew the suit, and the two groups established guidelines as to what three-stripe designs would be considered uses of the Adidas trademark.<ref>{{Cite web|title=Shoe Size Converter|url=https://purecalculators.com/shoe-size-converter|date=9 July 2022|publisher=PureCalculators}}</ref>
In late 2004, rival sporting good manufacturers filed a complaint to the [[International Olympic Committee]] (IOC) over Adidas being allowed to exceed the 20 cm<sup>2</sup> limit permitted for branding with the three stripes. Adidas argued that the trademark device was a design element rather than a logo and despite being an IOC sponsor, which led to accusations of Adidas receiving preferential treatment, the three stripes were banned by the Olympic movement starting with the [[2006 Winter Olympics|2006 Winter Games]].<ref>{{Cite web|url=https://www.campaignlive.co.uk/article/adidas-stripes-face-banned-olympic-arena/229933|title=Adidas stripes face being banned from the Olympic arena|website=www.campaignlive.co.uk}}</ref> However, Adidas circumvented the ban by using a modified three stripe design, combining them with the number 3, for the 2006 Games.<ref>{{Cite web|url=https://www.campaignlive.co.uk/article/adidas-plans-3-solution-olympic-stripe-ban/526565|title=Adidas plans 3 solution to Olympic stripe ban|website=www.campaignlive.co.uk}}</ref>
In 2006, Adidas sued [[All England Lawn Tennis and Croquet Club]] (Wimbledon), other Grand Slam tournaments and the [[International Tennis Federation]] over restrictions on manufacturer's identifications placed on player clothing.<ref>{{Cite web|url=http://www.allbusiness.com/retail-trade/miscellaneous-retail-miscellaneous/4464540-1.html|title=Allbusiness.com}}</ref>
Prior to [[UEFA Euro 2008]], the [[UEFA|Union of European Football Associations]] updated its kit regulations to mandate a 'sleeve free zone' on shirts worn under their auspices, to make room for competition markings.<ref>{{Cite web|title=Edition 2008 UEFA Kit Regulations|url=https://www.uefa.com/MultimediaFiles/Download/Regulations/uefa/Others/72/77/76/727776_DOWNLOAD.pdf|date=26 September 2007|access-date=4 February 2021|publisher=[[UEFA|Union of European Football Associations]]}}</ref>{{rp|30}} This affected Adidas by prohibiting the use of continual stripes down the sleeves. The world footballing governing body, the [[FIFA|Fédération Internationale de Football Association]] (FIFA), implemented similar legislation in time for the [[2010 FIFA World Cup]].<ref>{{Cite web|title=Equipment Regulations|url=http://www.fifa.com/mm/document/tournament/competition/51/54/30/equipment_reg_26032010_en.pdf|date=19 March 2010|url-status=dead|archive-url=https://web.archive.org/web/20100827113535/http://www.fifa.com/mm/document/tournament/competition/51/54/30/equipment%5Freg%5F26032010%5Fen.pdf|archive-date=27 August 2010|access-date=4 February 2021|publisher=[[FIFA|Fédération Internationale de Football Association]]}}</ref>{{rp|28}}
== In popular culture == [[Image:Jude Bellingham during an EA Sports event in September 2024 2.jpg|160px|thumb|English footballer [[Jude Bellingham]] wearing a blue Adidas tracksuit with the three stripes at an [[EA Sports]] event in 2024.]] The musical artist [[Lady Sovereign]] references the Three Stripes trademark in her song "[[Hoodie (Lady Sovereign song)|Hoodie]]" from the album ''[[Public Warning]]''. The album was released in 2006 and had multiple remixes, again involving references to the Three Stripes trademark.
Since the [[1980 Summer Olympics]] in [[Moscow]], Adidas or "the three-striped brand" has been the trademark of the Russian '[[gopniks]]' (a stereotypical gang member of the low-class villages of Russia, addicted to vodka and [[hardbass]] songs) and therefore being a major subject for hardbass.
== Trademark disputes == Adidas has sued or threatened to sue retailers to protect the brand,<ref name="cd">{{cite news | url = http://www.chinadaily.com.cn/cndy/2008-06/18/content_6771707.htm | title = Adidas could cash in on battle | date = 2008-06-18 | newspaper = [[China Daily]] }}</ref><ref name="bloomberg">{{cite news | url = https://www.bloomberg.com/apps/news?pid=20601127&sid=acyc0NNQd0vY&refer=law | title = Adidas Sues Aldo Over Claim It Copied Three-Stripe Design | author = Erik Larson | date = 17 January 2009 | newspaper = [[Bloomberg L.P.]] }}</ref> including the following cases:
* 1983: ''Adidas v Charles [[O'Neills|O'Neill and Co]] Ltd'' 1983 [[Irish Law Reports Monthly|ILRM]] 112<ref name="cotter">{{cite book | title = Intellectual property law |author1=Anne-Marie Mooney Cotter |author2=Law Society of Ireland |author3=Garrett Breen | pages = 12, 23–4 | year = 2003 | isbn = 1-85941-805-8 | publisher = Routledge Cavendish }}</ref> * 1995: settled a dispute with Walmart<ref name="cd"/> * 2000: ''Marca Mode v Adidas'' decided at the [[European Court of Justice]] (Case C-425/98)<ref name="cotter"/><ref name="ilaw">{{Cite web|url=https://www.i-law.com/ilaw/doc/view.htm?id=157688|title=Three stripes victorious – Adidas for the third time before the European Court of Justice|website=www.i-law.com}}</ref> * 2002: settled with Walmart<ref name="cd"/> * 2003: filed a lawsuit in a [[United Kingdom|British]] court challenging Fitness World Trading's use of a two-stripe motif similar to Adidas' three stripes<ref>{{cite news | url = https://www.theguardian.com/business/story/0,3604,995976,00.html | title = Adidas told its three stripes don't constitute a trademark | newspaper = [[The Guardian]] | date = 11 July 2003 | location=London | first=Andrew | last=Osborn | accessdate=25 May 2010}}</ref><ref>{{cite web | url = http://www.lawdit.co.uk/reading_room/room/view_article.asp?name=../articles/Adidas.htm | title = Adidas- Salomon AG and Adidas Benelux BV v. Fitnessworld Trading Ltd | date = 13 July 2003 | publisher = Lawdit Solicitors }}</ref><!-- European Court of Justice case Case C-408/01 --><ref name="ilaw"/> * 2004 (August): [[Polo Ralph Lauren]]<ref name="pbj">{{cite journal | url = http://portland.bizjournals.com/portland/stories/2005/01/10/daily25.html | title = Adidas sues Abercrombie over three-stripe logo | journal = [[Portland Business Journal]] | date = 12 January 2005 }}</ref> * 2005: [[Abercrombie & Fitch]], in Portland<ref name="pbj"/> * 2005 (March): Dutch Court of Appeal decided that Adidas had not sufficiently demonstrated that the [[Marca registrada|Marca]] two-stripe design did not infringe, based on the [[Benelux Convention on Intellectual Property|Benelux Trademarks Act]].<ref>{{Cite web|url=http://www.mwe.com/info/news/euroip0505-trademark.htm|title=European IP Bulletin, Issue 22, May - Trade Mark: Adidas v Marca at the Court of Appeal in the Netherlands}}</ref> (see [[Benelux Office for Intellectual Property]]) * 2007 (February): [[Dutch Supreme Court]] ruled in the case Adidas/Marca Mode II that the two stripe of Marca et al. did not infringe the three stripe trade mark of Adidas.<ref>[http://www.twobirds.com/English/News/Articles/Pages/Adidas_three_stripes_TM-Freihaltebedurfnis.aspx Adidas’ three stripes trade mark: Should Freihaltebedürfnis (public interest) be considered in the infringement assessment?], 25.04.07 - Marc van Wijngaarden</ref> * 2008 (April): [[European Court of Justice]] decided in favour of Adidas, against Marca Mode, [[C&A]], [[H&M Hennes & Mauritz]] and [[Vendex KBB]], that two-stripes could infringe on the Adidas three-stripe trademark.<ref>{{cite news | url = https://www.reuters.com/article/rbssConsumerGoodsAndRetailNews/idUSL1047327720080410 | title = EU court backs Adidas over three stripes | date = 10 April 2008 |author1=David Lawsky |author2=Darren Ennis |author3=editing by Andrew Hurst |name-list-style=amp | publisher = [[Reuters]] }}</ref><ref>{{Cite web|url=http://www.managingip.com/Article/1911092/ECJ-boosts-adidas-in-three-stripe-row.html|title=Managingip.com}}</ref> * 2008 (May): [[Kmart (United States)|Kmart]]<ref name="bloomberg"/> * 2008: [[Payless ShoeSource]], ordered to pay $304.6 million; later reduced to $64.4 million. No. 01-CV-01655-RE.<ref name="bloomberg"/><ref>{{cite web | url = http://www.lawupdates.com/summary/jury_awards_adidas_a_record_setting_305m_in_damages_but_payless_fights_for_ | title = Jury Awards Adidas a Record-Setting $305M in Damages, But Payless Fights for Reversal | date = 19 May 2008 | publisher = LawUpdates.com }}</ref> * 2008 (October): [[Wal-Mart Stores Inc.]], third confidential settlement<ref name="cd"/><ref name="bloomberg"/><ref>{{cite web | url = http://www.law.louisville.edu/students/thebrand/2008/10/29/three-stripes-youre-out/ | title = Three Stripes, You’re Out! | author = Greg Thompson }}</ref> * 2009: [[Aldo Group Inc.]], filed 14 January in federal court in Portland, claiming a breach of out-of-court settlements between the companies in 2004 and 2006. ''Adidas America Inc. v. Aldo Group Inc., 3:09- cv-00056''<ref name="bloomberg"/> *2014: Adidas successfully registers the three-stripe design at the European Union level.<ref name=":0">{{Cite news|url=https://www.reuters.com/article/us-eu-court-adidas-idUSKCN1TK0P7|title=Adidas loses EU bid to extend three-stripe trademark|date=2019-06-19|work=Reuters|access-date=2019-07-17|language=en}}</ref> *2016: The EU's Intellectual Property Office (EUIPO) annuls the 2014 registration on the grounds that it was not distinctive enough.<ref name=":0" /> *2019: EU General Court upholds the 2016 decision of the EUIPO stating that it did not have enough "distinctive character" to qualify for the trademark.<ref name=":0" />
Adidas has also settled with [[Steven Madden Ltd.]], [[Target Corp.]] and [[Nordstrom Inc.]] before going to trial.<ref name="bloomberg"/>
== Further reading == * {{cite book | title = All day I dream about sport : the story of the Adidas brand | author = Conrad Brunner | location = London | publisher = Cyan | year = 2004 | isbn = 1-904879-12-8 }}<ref>{{cite news | url = https://www.theguardian.com/media/2005/jan/16/marketingandpr.business | title = Three stripes and you're in - how Adidas went for gold | author = John Simmons | date = 16 January 2005 | newspaper = [[The Observer]] | location=London}}</ref>
== References == {{reflist}}
== External links == * [https://web.archive.org/web/20121019130354/http://soccernet.espn.go.com/columns/story?id=621988&cc=3436 A tale of three stripes and family strife] * [http://www.sojones.com/news/the-adidas-three-stripes-saga-continues/ The Adidas Three-Stripes Saga Continues] * [http://www.slideshare.net/gvanroeyen/ppt-IP-conference-London-120808 Adidas under the microscope (Ip Conference London 23 September 2008)] * [http://www.tltsolicitors.com/docs/tm_newsletter_spring_09_0_0.pdf Three stripes? Think twice], Newsletter - Spring 2009, TLT LLP * [http://www.twobirds.com/English/News/Articles/Pages/Adidas_three_stripes_TM-Freihaltebedurfnis.aspx Bird & Bird Adidas’ three stripes trade mark: Should Freihaltebedürfnis (public interest) be considered in the infringement assessment?] * [http://www.melbourneitdbs.com/news.php?article=1&title=Adidas%20defeated%20in%20%91three-stripes%92%20trademark%20ruling&year=2003&month=10 Adidas defeated in ‘three-stripes’ trademark ruling]
{{Adidas}}
{{DEFAULTSORT:Three Stripes}} [[Category:Commercial logos]] [[Category:Adidas]] [[Category:Trademarks]]