To most contemporary fighters, Adidas stands for dependable, top-quality boxing shoes, but to Adolf “Adi” Dassler, the founder of Adidas, the name means much more. The Adidas boxing shoe gained widespread notice in 1968 when a young boxer from Texas, named George Foreman, demolished his Soviet opponent and took to the podium to accept a gold medal for the United Sates.

Adidas has a history of supporting boxers, Former Olympic champion Audley Harrison and the flamboyant "Prince" Naseem Hamed had deals with Adidas, while Muhammad Ali and his boxing daughter Leila featured in one of its "Impossible is Nothing" ads for Athens.