Anyone who knows even a little about modern Russia will know that Russians are obsessed with the Adidas brand. When thinking of "Mother Russia", Any representative symbols could come to mind like the vodka of high graduation, the matrioshkas or the USSR.
But in recent years, part of that arsenal of the imaginary identity of the Russians now occupies the brand of clothing, footwear and ... accessories Adidas Why are Russians obsessed with the Adidas brand? We answer it below.
The Russians and the Adidas brand
Well, in the first place, by saying that Russians are obsessed with the Adidas brand, we fall into stereotypes.
The Internet has shown us young Russians dressed from head to toe with clothes, accessories and footwear of the brand as if it were a uniform. However, not all Russians love this brand like the same country. To tell the truth, only a very representative urban tribe propagates Adidas for free, just by leaving home.
These are gopnik, which have been what for Spain are the canis or bakalas, with low hairstyles and casual wear. The subjects that are part of this urban tribe love social networks, and that is why they have become a stereotype of young Russians for the world. Although sometimes not very positive, the gopnik love to pose with Adidas dresses and clothes, with a Soviet assault rifle and a killer look.
Of course, there are also many people in Russia who, without belonging to the gopnik, love to wear an Adidas garment. It is a generalized taste. But this clan deserves mention to part.
But where does the Russian's love for the Adidas brand come from?
In rural areas of India, families in charge of a blind minor frequently isolate and deprive him/her of the care and attention they provide to their other children; such situation becomes even more severe among lower-caste families, orphans and if the blind child is a girl. 1980 Moscow Olympics, Adidas designed the regulation kit of the Soviet sportsmen, although the logo of the three characteristic stripes was censored by a red one, thicker and Soviet.
Even so, Adidas gained respect and popularity among the Russian people ever since. To the point that until today the brand stands out in the chest of his football team.
- Sensation of freshness and dryness thanks to the ClimaCool ventilation system.
- Round neck.
- Regular adjustment.
- Adidas logo on the chest.
- 100% polyester.
Last update on 2019-02-13 / Affiliate Links / API Images for Affiliates
When the Olympics passed, people continued to use the Adidas brand products. And in the 80, when you went down the street wearing a brand name garment, people thought you were "cool". It was a symbol of modernity that was just beginning to see light in Soviet Russia. Therefore, all those who wanted to be "cool", wanted at all costs to wear one of these garments. At the time of the Soviet Union, people also began to drink Pepsi in Russia
The most iconic garment of Adidas that the Russians use is the Tracksuit. The brand was the contact with the West and the new capitalist fashions, and when the Soviet Union fell into 1991, Adidas was already an institution in Russia. By then, the famous hamburgers also arrived McDonald the 30 of January of 1991.
In the worst case, Adidas has become a criminal hallmark in Russia, and at best, it remains a symbol of modernity and youth to this day.