Adidas is a manufacturer of sports apparel and accessories. From trainers to tracksuits, the brand is the largest maker of sportswear in Europe and the second in the world.
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In Russia, the Adidas brand is very popular. In fact, the obsession with the brand began in 1980. At that time, the sports uniforms of the Soviet team for the 1980 Moscow Olympics were manufactured by the German company.
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But, the USSR Communist Party did not allow labels to be put on the uniforms. The three stripes were limited to one red. The stripes on shoes escaped the axe since they resembled the letter M which highlighted that the Olympics was taking place in Moscow.
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But, the USSR Communist Party did not allow labels to be put on the uniforms. The three stripes were limited to one red. The stripes on shoes escaped the axe since they resembled the letter M which highlighted that the Olympics was taking place in Moscow.
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Even during the Olympics, the Adidas trainers were the current rage. Maybe, it was due to the fact that during the Soviet period, the Russians were not exposed to Western fashion.
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The great news was at one moment, the Russian market was flooded with counterfeit clothing that were cheap. Due to tight budgets, people went for inexpensive yet comfortable clothes and these were mostly tracksuits. Tracksuits were worn by prisoners, too.
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In the 90's, the mafia recruited wrestlers to be their musclemen and because they had access to western outfits such as sports clothes, they walked around in them showing power and authority.
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Today, in modern Russia, the brand remains popular basically because gopniks or street guys love the tracksuit and dress shoes. Those who cannot afford the brand turn to counterfeit clothing which makes it easy to dress up in these outfits.
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Today, in modern Russia, the brand remains popular basically because gopniks or street guys love the tracksuit and dress shoes. Those who cannot afford the brand turn to counterfeit clothing which makes it easy to dress up in these outfits.
Photo: Getty Images
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