Adidas was founded in 1924 by Adolf "Adi" Dassler and is headquartered in Herzogenaurach, Germany. It began by producing sports footwear and has expanded into sports apparel, equipment, and other consumer goods. The name Adidas comes from the founder's name and the company's logo features three stripes representing a mountain or goal. Adidas conducted market research and redesigned its logo and tagline to "For those who are inspired by freedom" to appeal to a wider customer base beyond just sports enthusiasts.