Adidas vs Puma: The Dassler brothers’ fierce rivalry
Sibling rivalry gone wild! Discover how the Dassler brothers' shoe feud birthed Adidas & Puma, split a town, and changed sportswear forever!
The story of Adidas and Puma is not just a tale of corporate rivalry; it’s a saga of sibling battles that changed the sportswear industry.
Born from a bitter feud between two brothers, this competition forged two of the world’s most iconic brands, each striving to outdo the other in innovation, performance, and global influence.
What started as a family business soon spiralled into one of the most intense rivalries in business history that divided a family and an entire town. The Dassler brothers’ conflict was more than personal; it reshaped marketing strategies, transformed athlete endorsements, and set new industry standards.
Their relentless pursuit of supremacy pushed both brands to their limits. Let's explore their story, which shows how rivalry can drive groundbreaking achievements and leave an indelible mark on the world.
A tale of two brothers
The birth of a shoe empire
Adolf "Adi" Dassler and Rudolf "Rudi" Dassler were born in Herzogenaurach, Germany, into a family of shoemakers. In 1924, they founded the Dassler Brothers Shoe Factory, where they designed innovative footwear for athletes.
Their breakthrough came in 1936 when sprinter Jesse Owens won four gold medals at the Berlin Olympics while wearing their shoes. This international success put the Dassler name on the global map and laid the foundation for their business empire.
War and the great divide
The Dassler brothers’ relationship began to unravel during World War II. Tensions between them escalated due to personal misunderstandings, and differences in leadership styles, and business philosophies—Adi was the innovator, while Rudi was the salesman.
An incident during an air raid affected their relationship. Eventually, their disagreements became irreconcilable, leading them to part ways in 1948. Adi established Adidas (a combination of his first and last name), while Rudi founded Puma, igniting a rivalry that would last for generations.
The battle for sportswear supremacy
A town torn apart
People in Herzogenaurach didn't just prefer Adidas or Puma; they chose a side. Businesses, schools, and even families split. It got so intense that before talking to someone, you'd check their shoes. It was like a silent question: "Are you with us, or against us?" This shows how deeply the rivalry affected everyone's daily life.
Big stars, big deals
This competition wasn't just about local pride. Adidas and Puma wanted to be the best in the world. To do this, they used athletes. Puma made a big move by signing Pelé, a football superstar, for the 1970 World Cup. This was a huge win, especially since there was an understanding with Adidas not to go after him.
Adidas fought back with smart ideas. They invented screw-in studs for football boots, which helped the German team win the 1954 World Cup. This gave them a technical edge.
These moves were more than just about winning games. They changed how companies work with athletes today. They showed that sports stars could help sell products, creating the athlete endorsement deals we see everywhere now.
A legacy beyond the feud
Despite their infamous sibling rivalry that turned their town into a social experiment centred on shoe-checking, the feud between the Dassler brothers ultimately propelled both Adidas and Puma to superstardom in the sportswear industry. This rivalry drove both brands to innovate and significantly influence global fashion, sports sponsorships, and marketing strategies. As a result, Adidas and Puma have become two of the most powerful and enduring brands in the world today. This demonstrates that sometimes, a good family feud is just the motivation you need to lace up and take on the world.
