ALL DAY I DREAM ABOUT SPORT: THE STORY OF THE ADIDAS BRAND

Book ID/图书代码： 03546004B04416

English Summary/英文概要： Adidas spells “All Day I Dream About Sport”. As a brand, it has been one of the most enduring in world sport, linked closely to great moments like the Fosbury Flop and France winning the World Cup in Paris (and thus defeating the enemy, Nike), and to superstars such as David Beckham and Zinedine Zidane. Today, the famous three stripes has even penetrated pop culture and become ghetto chic.Conrad Brunner tells the extraordinary story of a brand, founded in 1949 by an old-style German inventor and businessman. Adi Dassler died in 1978, but even he would have been surprised at the size of the 21st century company now valued at $10 billion, not to mention why a shoe he designed for a Russian shot-putter in 1971 is now quite the thing in downtown Detroit. Moreover, the story of adidas is the story of world sport since the Second World War. Whenever there has been a major sporting event, the adidas brand has been there. In a multi-million dollar industry, no other sports brand has such tradition and prominence. In researching for the book, Conrad Brunner interviewed the key people behind adidas’ recent development.Chapter Outline: •In the Beginning: How the dreams of brother Adi and Rudolf Dassler transformed a provincial family firm. •The adidas-Puma Split: The bitter family argument that led to the creation and bitter rivalry of adidas and Puma. •The adidas Logo: Is there any brand image in the world that is so simple yet identifiable as the three stripes of adidas? •Dick Fosbury and Breaking America: The commercial marriage of adidas and Olympic gold medallist Dick Fosbury and how that transformed the adidas brand and its reach into the USA. •The Rise of Nike: How adidas learnt from their mistakes to counter the serious competition posed by Nike. •Louis-Dreyfus and Run DMC: The emergence of adidas as a popular fashion accessory, as symbolized by the rap group Run DMC. Their hit My Adidas firmly implanted the brand in the minds of the MTV generation. •The Future of adidas: How will the brand help maintain adidas’ global success?

Chinese Summary/中文概要： 在英语中，“我整天梦想着运动”这个句子中每个单词的首字母连在一起，正好是“阿迪达斯”。而这个商标从它1949年创立以来，也确实与体育有着不解之缘。阿迪达斯与每一次重大的体育赛事相连，如巴黎的世界杯足球赛，也与许多体育明星的名字相连，如大卫-贝克汉姆。阿迪达斯与它的对手“耐克”及“漂马”相斗的故事也相当吸引人。

Awards/获奖情况：

About the Author/作者介绍： Conrad Brunner has worked in the sports media industry as a reporter, features writer and TV producer for the last 15 years. He writes regularly for the Daily and Sunday Telegraph newspapers about sport and leisure. He has worked on internationally networked TV programmes such as Transworld Sport and Futbol Mundial.

Format:MASS MARKET TRADE PAPERBACK

Rights Status/版权销售情况：Simplified Chinese/简体中文：NOT AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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