Fabel Entertainment Boards Adidas Series


Fabel Entertainment and Niels Juul’s No Fat Ego have partnered to develop a new scripted series about the Adidas family dynasty.

The brand, celebrating its 75th anniversary in August, was founded by Adi Dassler from his small village in Germany and grew into the global sports and clothing empire it is today. The production companies have also partnered with Dassler’s grandchildren’s AD Legacy, along with historians, to depict the story.

“Adapting the Adidas saga for screens is a dream for any producer,” said Henrik Bastin, CEO, Fabel Entertainment. “It has everything we look for in a series—heart, tension, high stakes, and of course, great characters. Teaming up with Niels Juul and No Fat Ego was a no-brainer, and we can’t wait to bring this story to life with them!”

Sofie Nordstrom, partner at No Fat Ego, said, “At No Fat Ego, our goal is to always bring the perfect development
and production teams together for any given story. Henrik and Melissa at Fabel were at the top of our list, as their record speaks for itself. We know that this incredible project is now in very strong and capable creative hands.”

Bjorn Gulden, CEO of Adidas, added: “We appreciate the interest in our story and have opened our 75-year historical archives and made our inhouse historians available to the producers. We’ve had a great relationship with the Dassler family for years and worked very well with Horst and Klaus Bente and their team at AD Legacy, in maintaining and honoring the amazing heritage and legacy of Adi, the family, the brand and its rich and positive influence in the sports world.”