Who knows even a little about modern Russia, will know that Russians are obsessed with the Adidas brand.
When thinking of "Mother Russia," representative symbols like anyone could come to mind 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 young Russians dressed from head to toe with clothing, accessories and footwear of the brand as if it were a uniform.
However, not all Russians love this brand as their own 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 satin hairstyles and casual wear.
The subjects who 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 dresses and clothes of the Adidas brand, 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 earned respect and popularity among the Russian people since then.
To the point that until today the Adidas brand highlights the Russian national football team in the chest.
When russian olympics passed, people continued to use the products of the Adidas brand.
And in the 80, when you went down the street with a garment of the brand, 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 also began to drink Pepsi in Russia
The most iconic Adidas garment used by Russians is the Chandal.
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 entire 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.