Adidas becomes a symbol for French youth movements

The German sportswear brand Adidas has become a dominant presence in the attire of mobilized French youth. During recent protests and school blockades, the brand’s products, including Samba sneakers, Gazelle shoes, and Spezial models, have emerged as a de facto uniform for activists.

This cultural adoption includes the use of modified apparel, such as t-shirts and caps featuring the brand’s iconic three stripes alongside ‘ANTIFA’ branding. While the Bavarian-based company has not expressed political or revolutionary affiliations, its aesthetic has become deeply intertwined with anti-system subcultures and leftist movements since the mid-1990s.

The brand’s visibility in these social movements coincided with recent unrest in Paris and Tours, where retail locations were targeted during looting incidents in October 2026.