Operating profit

Amount of assets

Equity

Number of employees

operating profit

shareholder equity

Interbrand, $bn

Millward Brown Optimor, $bn

Brand Finance, $bn

Until 2009, it united such trademarks as:

Adidas — clothes, shoes and accessories for athletics, American Football, Tennis, Fitness, Football, Basketball, Race Walking and more.

Salomon- skiing and equipment, tourism. (after the 2nd half of 2008 he left Adidas Ltd.)

Mavic is a seamless bike rim.

Bonfire Snowboarding Company - snowboards, equipment.

Arc "Teryx

Maxfly

Adidas currently owns:

Reebok is a giant manufacturer, a former competitor of Adidas.

Rockport - classic and casual shoes

CCM - equipment for hockey.

Taylor Made Golf - golf equipment.

As Vedomosti reported in September 2013, Adidas cut its profit forecast for 2013 due to unfavorable exchange rates, distribution problems in Russia and poor performance in its golf equipment division. Adidas expects sales growth in 2013 by 1-4% (in August 2013 it was predicted 5%) and net income of €820-850m (previously €890-920m).

Sales of Adidas Group in Russia in 2014 will be more than 1 billion euros, said Herbert Heiner, CEO of Adidas Group in an interview with Vedomosti in early November 2014. He considers the Russian market important for his company (the third largest in the world). During the first half of 2014 Adidas business in Russia grew by 18%. As of the end of 2014, there were about 1,100 Adidas and Reebok stores in Russia). In the summer of 2014, the company announced that it would open 80 new stores this year, with a similar number planned for 2015.

In its reporting, Adidas does not disclose Russian sales. In the first six months of 2014, the group's revenue was almost 7 billion euros and European emerging markets (this includes Russia) accounted for 13% of the group's sales revenue (Adidas Group report for the first half of 2014).

history of the company

Adidas AG is a German industrial company specializing in the production of sports shoes, clothing and equipment. The CEO of the company is Herbert Heiner. The company is currently responsible for the distribution of products from Adidas, Reebok, Rockport, RBK & CCM Hockey, and Taylor-Made Golf.

On May 2, 2005, Amer Sports acquired Salomon Sports from Adidas. For more three years(until 2009) Salomon sold its products through retail network Adidas, at the end of this term, the Salomon departments withdrew from the Adidas structure.

In August 2005, Adidas-Salomon AG bought out 100% of its competitor Reebok International Ltd for $3.8 billion. The acquisition of Reebok allowed Adidas to increase its share of the company's most important US sports goods market to 20% and get as close as possible to the market leader - Nike, which controls 35%.

The company regularly acts as a partner in prestigious sports competitions, for example, in the 2006 FIFA World Cup, the Adidas +Teamgeist became the official ball. In 2008 - the official partner of the African Cup of Nations 2008 (African Cup of Nations). Adidas Wawa Aba - the official ball of the Cup; European Football Championship 2008. The official ball of the Championship is Adidas Europass; Women's European Football Championship 2009. The official ball of the Championship is Adidas Terrapass. African Cup of Nations 2010. The official ball of the Cup is the Adidas Jabulani Angola. The Zulu word jabulani means "celebrate". The ball is made using the latest technologies of the company, including the use of GripnGroove technology, which improves the aerodynamics of the ball. FIFA World Cup 2010. The official ball of the Cup is Adidas Jabulani.

Throughout the history of the company, athletes from many national teams have been equipped with Adidas uniforms.

Women's European Football Championship 2009. The official ball of the Championship is Adidas Terrapass.

FIFA World Cup 2010. The official ball of the Cup is Adidas Jabulani.

UEFA Europa League 2010-2011. The official ball of the tournament is the Adidas Europa League.

German Football Championship 2010-2011. The official ball of the championship is the Adidas Torfabrik.

European Football Championship 2012. The official ball of the championship is Adidas Tango 12.

On September 8, 2008, Adidas signed a partnership agreement with the Russian Football Union. According to the Vedomosti newspaper, total amount the agreement, concluded for a period of 10 years, will amount to $ 100 million. It was assumed that the German company would equip all the national football teams of the country, as well as deduct 5% of the proceeds from the sale of sports goods with the symbols of the Russian national team to the RFU.

On September 16, 2015, Adidas signed a partnership agreement with the National Hockey League for a period of 7 years. Starting from the 2017/18 season, Adidas becomes the exclusive supplier of team uniforms, training kits, and merchandise.

The conduct of business, Adidas ethics and commitment to workers are scrutinized and often criticized.

In 2011, dissatisfied with the local prices of Adidas All Blacks T-shirts, New Zealand All Blacks fans asked for price reductions and began purchasing T-shirts from overseas suppliers after it was revealed that the local price of $NZ 220 was more than twice what was offered. on some websites. Adidas has responded by using cross-border trade agreements to stop overseas retailers from selling T-shirts to New Zealanders. Leading New Zealand PR firms and consumer advocacy groups called the move a disaster for the company's PR team. New Zealand's largest sporting goods retailer, Rebel Sport, said it was not happy with Adidas' decision and is considering selling all All Blacks jerseys below cost. As of August 9, 2011, Rebel Sport has decided not to purchase Adidas Rugby Union Jumpers.

For years, Adidas has been buying packaging paper from Asia Pulp & Paper, the world's third-largest paper maker that has been called a "forest criminal" for destroying "valuable biotopes" in the Indonesian rainforest. In 2011, when Adidas terminated its contract with Asia Pulp & Paper, Greenpeace CEO Phil Radford praised Adidas for its forest conservation efforts, for " serious approach to the conservation of tropical forests.

The company has been closing retail outlets in Russia for the third year in a row. As of early August 2017, Adidas plans to close 160 stores by the end of 2017.

Adidas Chief Executive Kasper Rorsted and CFO Harm Ohlmeier spoke about this during a teleconference with investors following the results of the first half of 2017.

“We expect the Russian market to continue to decline after four years of sanctions and dependency on the oil price,” Rorsted said. According to him, the management is taking measures in relation to the Russian market. “We have already closed more than 100 stores and will close 50 more before the end of the year,” he explained. As Ohlmeier noted, up to 160 stores will have to close in a year, as Russia remains the only region where Adidas operates with declining revenue.

Store closures are driven solely by portfolio optimization, not exiting the market or a significant reduction in business share, a spokesman for Russia's Adidas said. In 2017, it is also planned to open more than 20 new and improve 90 existing profitable stores. At the same time, there are no plans to reduce staff at the head office in Russia, he emphasizes.

In 2016, Kasper Rorsted was appointed as the new CEO of the company, replacing Herbert Heiner in this position.

According to the results of the first half of 2018, the company's revenue in Russia and the CIS decreased by 12.9% to €297 million. However, if we consider the figure without taking into account currency fluctuations, the decrease was only 0.5%. A similar situation with quarterly data: revenue decreased by 1.7% to €177 million, and excluding currency fluctuations, the figure increased by 14.1%.

Brand history

Adolf Dassler was born on November 3, 1900 in the small Bavarian town of Herzogenaurach. His mother was a laundress and his father was a baker. Adi, as Adolf was called in the family circle, grew up as a quiet boy. When he was 14 years old, Germany started the First World War, but Adi did not go to the front due to his childhood. He didn't go there. His passion was football, which was just then becoming the most popular game in Europe.

In 1918 the war ended with the defeat of Germany. Devastation and inflation reigned in the country, and millions of soldiers returning from the front replenished the army of the unemployed. For the Dassler family came bad times. Having squandered odd jobs, at the beginning of 1920, the Dasslers at the family council decided to organize a family business - tailoring shoes.

The Dasslers approached the implementation of the idea with German thoroughness. Mother's laundry was given over to the shoe shop. The inventive Adi converted the bicycle into a skinning machine. His sisters and mother made patterns from canvas. Adi, his older brother Rudolph (or Rudy in the family) and his father cut shoes.

The first products of the Dassler family were sleeping slippers. The material for them was decommissioned military uniform, and the soles were cut from old car tires. Rudy took over the distribution of this conversion product. Adi was engaged in the organization of production and the invention of new models. Four years later, twelve workers, including family members, were producing 50 pairs of shoes a day. And in July 1924, the Dassler Brothers Shoe Factory company was founded. Both brothers with their opposite personalities complement each other well. If Adi was an inventive and timid intellectual and drove football, then Rudy had an explosive temper and preferred jazz, sex and boxing to everything else.

By 1925, the firm was doing so well that Adi was able to afford a little fantasy. As an avid football player, he designed and sewed spiked football boots forged for him by a local blacksmith. Thus, studded sports shoes were born.

The football model turned out to be comfortable and, together with gymnastic slippers, became the main product of the Dasslers. Soon, the production no longer fit in the courtyard of their house. In 1927, the Dasslers rented an entire building for their factory. Now the staff has been increased to 25 people, and production - up to 100 pairs of shoes per day. Soon the Dasslers bought out the rented factory, and the whole family moved into a mansion standing nearby.

Adi no longer remembered that a few years ago he was going to become a baker. Now he is completely captured by the opportunity to do sports shoes and then check it in sports games with your friends. The success of studded football boots inspired Adi to make shoes specifically for the strongest participants in the Olympics. For the first time, athletes performed in Dassler studded shoes at the 1928 Olympics in Amsterdam. At the next Olympics in 1932 in Los Angeles, the German Artur Jonat became the third in the 100 meters. But the most successful year for Adi was 1936. His first child was born, and at the Berlin Olympics, the black American runner Jesse Owen won four gold medals and set five world records in Dassler shoes.

From that moment on, Dassler became the unrecognized standard of sports shoes. Adi's marketing success was evident. In the year of the Berlin Olympics, sales of the Dassler Brothers Factory exceeded DM 400,000. In 1938, the second Dassler factory opens in Herzogenaurach. In total, their company produces 1000 pairs of shoes daily.

By this point, both Dassler brothers were staunch members of the Nazi party. However, despite this, when in 1939 the Second World War, the Dassler factories were confiscated by the Nazis, and the brothers themselves went to the front. At one of the factories, the Nazis tried to establish the production of hand-held anti-tank grenade launchers. However, the factory equipment was not suitable for such production, so Adi was returned from the army a year later - to produce training shoes for German soldiers.

When Germany lost this war as well, Adi got his share of national disaster. In 1945, Herzogenaurach fell into the American zone of occupation. And while the Dassler factory supplied hockey skates to the United States on indemnity, the Yankees were comfortably located in the family mansion. And Adi's wife, in order to feed her family, dug up the beds herself and looked after the cattle. But it didn't last long. A year later, the Americans left, and brother Rudy returned from the POW camp.

The brothers had to raise the family business almost from scratch. Dassler shoes were again made from the remnants of military ammunition, and 47 employees were paid in kind - firewood and yarn. True, there was no longer any understanding between the brothers. And in the spring of 1948, shortly after the death of their father, they quarreled completely and decided to split the company. Rudy took one factory for himself and Adi took another. The brothers also agreed not to use the name and symbols of the family business. Adi named his company Addas and Rudy named his company Ruda. But after a few months, Addas turns into Adidas (an abbreviation for Adi Dassler), and Ruda into Puma. So the world famous brand at that time - Dassler ceased to exist.

Today, Adidas is represented on the market with the widest range of products, from basketball shoes and football boots to sportswear and hiking shoes. And in 1997, Adidas bought the French company Salomon, a leading manufacturer of winter sports goods, and now the concern is called Joint Stock Company Adidas-Salomon. This move allowed the firm to become the world's second largest sporting goods manufacturer after Nike. This is how, since the end of the past century, giant concerns have been fighting mixed success for your buyer.

Adidas is inextricably linked with such legendary names (besides those mentioned) as Muhammad Ali and Joe Fraser, Steffi Graf and Stefan Edberg, Bob Beamon and Gunde Swan, Lev Yashin and Valery Borzov, Michel Platini and Eusebio, and finally Zenedine Zidane and David Beckham.

In general, "Adidas" is in order, though - this is a completely different Adidas. And this story is by no means over.

In 2011, the German manufacturer of sports equipment signed a 4-year contract with Alexander Kerzhakov, who was recognized by the Russian Football Union as the best football player of 2010. Under the terms of the agreement, Kerzhakov will represent the adidas F50 adiZero Prime boots, which weigh 150 grams, joining Lionel Messi, Robin van Persie, Steven Gerrard, Angel di Maria, who are also representatives of Adidas.

The agreement, first of all, applies to the football player's playing shoes. The amount of the contract was not disclosed.

In 2011, Adidas lost sponsor status to the Russian company BoscoSport in the apparel and footwear category. The Russian company BoscoSport of Mikhail Kusnirovich won the tender for the status of the exclusive general sponsor of the 2014 Olympics in Sochi in the "clothing and footwear" category, the Kommersant newspaper writes about this, citing a source in the Russian Olympic Committee (ROC). The publication notes that the minimum value of such a contract is about $ 100 million, these funds will be required to equip the Russian team, support staff and the delegation of the International Olympic Committee, which could approximately double the turnover of BoscoSport. german company Adidas, with which Kusnirovich competed for sponsorship, spent about $250 million on last year's Beijing Olympics.

2010 Adidas and Cairos Technologies have created a technology that insures football referees against outrageous mistakes, and the conservative FIFA can do without the referee's hated viewing of videos of difficult moments for refereeing.

The football authorities are getting closer to agreeing to the use of electronics in N1 sports, following fencing and tennis. The main elements of technology: soccer ball with a chip inside; a reader, the main element of which is an antenna made of a cable laid in the frame of a football goal; signal transmitters "Goal!", the coverage area of ​​which covers the entire field; a receiving device on the referee's arm that responds to a goal signal.

For the spectator, the spectacle looks unchanged - the referee decides whether there was a goal, as before. But in essence, the innovation is revolutionary: semiconductor crystal replaces a person in another - and very specific - field of activity.

It turned out that the Cuban, on his own initiative, replaced the spikes with longer ones. Except for 76-year-old Adolf Dassler, who was sitting in front of a TV screen thousands of miles from Montreal, no one noticed this. The position of the spikes was immediately corrected, and Juantorena won gold in the finals of the 400 and 800 meters running competitions. In total, at these Games, athletes equipped with Adidas won 75 gold, 86 silver and 88 bronze medals. The record has not been broken so far.

• The "shamrock" is the symbol of Adidas. The three leaves symbolize the Olympic spirit on three continents.
• Mohammed Ali, Joe Fraser, Steffi Graf and Stefan Edberg, Bob Beamon and Gunde Swan, Lev Yashin and Valery Borzov, Michel Platini and Eusebio, Zinedine Zidane and David Beckham, Marat Safin and Vera Zvonareva, Lionel Messi and many others won in Adidas shoes. athletes. Many of these people have a contract with the company.
• In Russia, unlike the rest of the world as a whole, the Adidas brand is much more famous than its competitors, perhaps due to the fact that Adidas has been imported to the USSR since 1979. This is also due to the prevalence of Chinese fakes of this brand.
• Nu metal band KoRn has worldwide famous song A.D.I.D.A.S. After the release of this hit, the music that the group sings became known as Adidas rock. For several years in a row, the lead singer of Korn also dressed exclusively in Adidas sportswear.
• The equally famous hip-hop group Run DMC wrote the song My Adidas in 1986, which became the unofficial anthem of fans of the company's products. In addition, the company's logo has appeared on the clothes and shoes of various artists - from Public Enemy to the late Jam Masta Jay from the same Run DMC.
• Department industrial design Adidas, led by Michael Michalsky, was selected by the 2005 design team for product design in the Red dot award. On July 4, 2005, Michael Michalsky arrived in Essen to receive the "red dot: design team of the year" trophy, the Radius Cup, on behalf of the entire design department. The award was presented by last year's winner Kiyoyuki Okuyama, representing the Pininfarina design team.

There is a Russian shoe factory "Dynamo", which produces sneakers made of nubuck with three stripes, model Gus-1E.

Announced in 2016 new line production of Adidas products in German city Ansbach exclusively with the participation of robots.

Tracksuit Adidas. I’m walking in it along a dark one courtyard after work, and there the gopniks stopped the boy in front of me, and they only looked after me.

As a child, he saved up money working as a courier and bought his first original Adidas sneakers himself. They lasted me 3 years before they wore out and I fell in love with this brand for the very high quality and durability.

Adidas' motto is: Impossible is possible! We need to move forward, overcome obstacles, open new horizons for ourselves. These are the values ​​that this brand promotes.

Today this brand is world famous, it is known and respected by many eminent athletes, because it is one of the leaders modern market. Its products are extensive, so you can easily pick up equipment for any sport. On the this moment these are comfortable and stylish things created on the basis of the latest technologies in collaboration with world-class stars and designers.

But when no one heard about this brand. So how did it all start? Where did this popular and well-known brand come from?

The origin of the company

Nike vs. Adidas - popularity of brands in the countries of the world

History of Adidas starts back in 1920. The word itself, which became the name of the company, came from the name of Adolf Dassler, its founder, it absorbed the initial syllables of the name and surname.

Dassler's passion was football, which was gaining popularity in Europe. With the defeat of Germany in 1918, the war ends. Great inflation and devastation reigns in the country, and millions of soldiers return from the front, they join the ranks of the unemployed, unable to find work.

The Dassler family is also affected by all the consequences of the war, as a result of which they are going through hard times.

Members of the Dassler family, having worked at various part-time jobs, at the beginning of 1920 decide to open their own business - tailoring shoes.

The Dassler family approached the implementation of the idea thoroughly. The mother's laundry was used as a shoe shop. Adolf Dassler showed ingenuity by making a skinning machine out of a bicycle. Adolf, older brother Rudolf and father cut shoes, and mother and sister made a pattern from canvas.

The first shoes released were sleeping slippers, which were made from military uniforms and the soles were cut from old car tires. Adolf was engaged in the creation of new models and the organization of production, and Rudy was engaged in the marketing of products.

Four years later, twelve workers, including family members, produce 50 pairs of shoes per day. And in 1924, the Dassler Brothers Shoe Factory appeared.

The main milestones in the dates of the famous company

1925

The first football boots have been sewn, which have become unique not only for Germany, but also for the world community! Especially for these shoes, the Zelein Brothers forge metal spikes. Thus, the world saw amazing sports spikes.

1927

The company from the moment the "studs" appeared, began to develop intensively. It has already grown into a small factory. A building was rented for the factory, and 25 employees were hired. Up to 100 pairs of shoes are already being produced per day.

1928

Company breakthrough. Significant events take place: a patent for spikes is issued, Dassler products “enter the big arena” - in Amsterdam at the Olympic Games, some athletes perform in Adidas shoes.

1929

The range of the factory is expanding with football boots.

1931

The factory, despite the crisis in Germany, is flourishing - a rented building has been bought out, a new three-story production building is being laid.

1932-1936

During the Olympic Games, the triumphal procession of the company's products around the world begins. In the shoes of the German factory, Olympic medals are won and world records are set.

1938

Another factory opens in Herzogenaurach, which begins to produce a thousand pairs of shoes per day.

1939

World War II brought problems for the firm. At the factories, they tried to organize the production of hand-held anti-tank grenade launchers, but due to failure, it was decided to produce training shoes for the Germans who serve in the troops.

1945

The Dassler brothers factory is expanding its product range: under the terms of the indemnity, it is ordered to produce hockey skates for the United States, in exchange for baseball bats, gloves, tents and other decommissioned materials. Rudolph is sent to a POW camp.

The company tries to support many athletes, and also pays for all their clothes, and even pay a salary so that they perform in it. And what about everything in the world?

1946

The case has to start from scratch. Rudolph is released, but a crack appears in the brothers' relationship. A few years later, the business split.

1948

After the split, Adolf gets the Addas factory, Rudolf - Ruda. A few months later, Ruda changes its name to Puma, and one letter is added to Addas, it becomes Adidas. There is fierce competition between factories.

1949

Adolf is setting up the production of a novelty - rubber boots with removable spikes.

1952

Other products under the Adidas brand appear - the brand begins its wide development: it flaunts on clothes, bags and shoes. The achievements of the Olympians, who compete in Adolf's clothing, promote the brand.

1963

Production of branded balls.

1968

A novelty appears - shoes with a molded polyurethane sole. Even today it is in demand.

1990

Losses exceed profits, 80% of the shares go to Bernard Tapie, a French investor. After that, in the shortest period, the yield doubles.

2008

Adidas signs a partnership agreement with the Russian Football Union for 10 years.

year 2014

The company produces to this day garments, shoes and equipment for classes. CEO Germany's largest concern today is Herbert Heiner.

The modern concern is responsible for the distribution of Reebok, Rockport, RBK & CCM Hockey. New products are created that are distinguished by a revolutionary look, modern design and are characterized by high performance.

1. The brothers never told about the reasons for the quarrel. One thing is known: they no longer spoke to each other after the collapse of the family business. And their new firms become fierce competitors.

2. On the International Day of Peace, September 21, 2008, the corporate confrontation ended - the management of the two companies shook hands for the first time in a long time. Cinema and football were chosen as unifying factors: a match was played and a documentary was watched.

3. Joe Fraser, Mohammed Ali, Stefan Endberg, Steffi Graf, Valery Borzov and Lev Yashin, Bob Beamon, David Beckham and Zinedine Zidane, Michel Platini, Vera Zvonareva and Marat Safin, Lionel Messi, as well as many other athletes won in Adidas shoes . Most of these people have signed a contract.

Video: Adidas brand history

In this material, we will tell the story of one of the most famous brands of sportswear, shoes, special equipment and, in general, everything that is somehow connected with sports and movement.

The first products of the Dassler family, which saw the light, were sleeping slippers. For the manufacture, decommissioned military uniforms were used, which were purchased cheaply, and the soles of the shoes were cut from old car tires. As you can see, family members used ingenuity in production even then.

The middle of summer 1924 was marked by the opening of the Dassler Brothers Shoe Factory company.

Production was expanded, both in terms of assortment and volume - twelve workers worked for the family. Every day the manufactory gave out fifty pairs of excellent shoes. A year later, Adolf Dassler, in addition to his work, was seriously interested in sports, developed and introduced into production special football boots with spikes. For this shoe, the spikes were forged by a local blacksmith.

In such a simple way, the first studded sports shoes appeared in the world, which later became very popular. Three years later, the spikes were included in the official outfit of German athletes at the 1928 Olympics in Amsterdam.

1936 becomes a landmark for the Dassler family - their brand is called the standard of sports shoes, in 1938 the family business already produces one thousand pairs of shoes daily. The company continued to grow until the start of the war.

Ironically, Adolf Dasser turned out to be a convinced Nazi, so immediately after the outbreak of World War II, he and his brother went to the front, and the factory was confiscated by the authorities in Germany.
The Nazis planned to remake the factory for the needs of the war, but due to lack of experience in this matter, the idea was abandoned. Soon Adolf Dassler himself returned from the front, as the command decided that he would be more useful in the rear. The businessman did not insist on the opposite, and began to establish the production of training shoes for soldiers and officers of the Wehrmacht.

After the defeat of Germany in the war, Dassler's enterprises began to supply sports shoes to the United States by indemnity, where they finally learned about high quality real German spikes.

In 1946, Adolf's older brother, Rudolf, returned from American captivity and again joined his relative in business development. And there was really something to do.

The Second World War devastated the factories of the brothers, the business had to be raised almost from scratch - shoes began to be made from the remnants of military ammunition and uniforms, and all forty-seven workers who worked at the enterprises, instead of wages received wood and yarn. After two years of recovery, the brothers decided to split the company, as their views on business were completely opposite.

However, rumors are still circulating about the true reasons for the division of the company. Someone is sure that Adolf did not want to deal with the release of his brother from American captivity, and someone thinks that a large inheritance is to blame.

Subsequently, Rudolf's factory grew to the well-known concern "Puma", and his brother became the owner of the company "Addas" (Adolf Dasstler), and then changed the name to a more harmonious one - "Adidas". At the same time, the first company logo appeared, which still exists today.

One of the features of "Adidas" is that the company throughout its existence until the death of Adolf Dassler in 1978 remained an exclusively private company under the leadership of one person - this case historically unique for a business of its size.

During the existence of Adidas, several eminent athletes have given preference to the products of this company, for example, such as: Mohammed Ali, Joe Fraser, Steffi Graf and Stefan Edberg, Bob Beamon and Gunde Swan, Lev Yashin and Valery Borzov, Michel Platini and Eusebio, Zinedine Zidane and David Beckham, Marat Safin and Vera Zvonareva and Lionel Messi. However, all this applies only to shoes produced by the company, but it is famous not only for boots.

In 1952, Adidas began producing sports bags, a little later, Adolf Dassler agreed with the owner of a textile factory, Willy Seltenreich, to produce thousands of sports suits with the company's trademark - three stripes along the sleeves.

Dassler later recalled that this was one of his most successful deals - the suits sold out very quickly.

It should be noted that since 1996, when Adidas became one of the general sponsors of " Olympic Games” and never lost the top spot in the sporting goods market to anyone else, proving that the impossible is possible.

Most great inventions were created through only two kinds of effort: painstaking work and case matters. Only in a certain hypostasis does an accident still have a pattern, a brilliant background of the person to whom this accident has arrived. Actually, this is a kind of reward for diligent thinking, and not physical work. Blueing, eureka, idea - whatever.

Advertising slogans

As for the present day, the great invention, which can be fully appreciated by all mankind, may be a banal slogan, acting as a call to action. True, it encourages not to good and kind deeds, not to progress in the name of humanity and science, but to purchase. A phrase that, at the subconscious level, should make a person mentally want to buy something, and at the same time become a motto.

We know the example of Volkswagen - 'Das Auto', Nokia - 'Connecting people' and McDonalds - 'I'm lovin it'. And it really looks more like slogans than advertising slogans. But we remember them so well that we automatically draw an image of the brand in our head when we hear something similar. But this is already a competent PR move, which focused the public's attention on ordinary words, and now these words play the role of a showcase, an advertising stand, forcing us to give preference to this particular product sooner or later. And how much effort it cost their advertiser to come up with such a slogan, only they know. Maybe a week of inescapable brain storm. Or maybe it was all for a moment.