When adidas entered the marketplace some 50 years ago, its focus was to produce shoes crafted specifically for soccer and running. Establishing the brand as the choice for professional athletes eventually parlayed into preference in the mainstream.

The new millennium has since brought about an adidas renaissance; the brand has steadily regained market share over the past five years to become the world's number two athletic shoe company (behind Nike). How did it go about repositioning to once again be among the coolest of kicks.