Selects: Adidas v. Puma: A Sibling Rivalry

Josh Clark relates the extraordinary founding story behind two of the world's most famous sports brands, Adidas and Puma, born from a fraternal rivalry that involved numerous dramatic elements, from dealings with Nazis to influences on pop culture phenomena like Run DMC.

Dassler Brothers Started a Successful Shoe Company

Adi and Rudolf Dassler Founded a Shoe Business In Herzogenaurach, Bavaria in the '20s

In the 1920s in Herzogenaurach, Bavaria, Adolf (Adi) Dassler began crafting athletic shoes, particularly track shoes, in his mother's laundry room. This venture, starting around 1918, quickly gained the interest of athletes due to the quality of the shoes, propelling the growth of his business.

Gebruder Dassler's High-Quality Athletic Shoes Sought by Professional Athletes

Not long after, Adi's older brother Rudolf (Rudy) joined him to sell the shoes and help expand their business. They hired about 12 people and established Sportsfahrbrücke Gebruder Dassler (GEDDA). Herzogenaurach, a town with a rich shoemaking tradition, contributed significantly to their company's success. In 1922, among the town’s 3,500 residents, there were 112 shoemakers.

The Dassler brothers started their business by making high-quality shoes. One early design was a track shoe that was essentially a ballet slipper fitted with nails in the foresole, giving runners better traction and a competitive edge. Athletes soon recognized and valued the high-quality track shoes the Dassler brothers produced, ...

The Dassler brothers' relationship was fundamentally altered by a series of family and business disputes, culminating during World War II into a bitter feud and rivalry that reverberated through the sneaker industry.

Dassler Brothers Tensions: Family and Business Disputes

The familial and professional relationship between Rudy and Adi Dassler began to deteriorate in the 1930s.

Kata's Arrival Caused Friction Between Adi's Family Members

Rudy reminisced about a time from 1924 to 1933 when he and his brother Adi shared an ideal relationship. However, this dynamic began to sour when Adi's young wife, who was only 16 at the time of their marriage in 1933, began to involve herself in the business. The wives of both brothers, along with Rudy and Adi themselves, all lived under the same roof in a townhouse. This close proximity significantly contributed to the friction between their families and within the business.

Strategy Disagreements Strained Brothers' Relationship

The brothers disagreed on business strategies, leading to contentious disputes. Rudy became suspicious of Adi and his wife, believing they were conspiring to have him drafted into the war as a means to force him out of the business.

Rival Brothers Reached Breaking Point In WWII

Their relationship reached a boiling point during World War II due to a series of misunderstandings and suspicions.

Bombing Misunderstanding Led To Brothers' Rift Over Perceived Insults

One significant incident occurred when Rudy and his wife were heading to a bomb shelter and Adi and his wife arrived shortly after. Adi made a comment, "oh, it looks like the bastards are here again," which Rudy took as a direct insult towards him and his wife. Adi later claimed he was referring to the Allied bombers. This misinterpretation underscored the depth of their deteriorated relationship and contribute ...

The Second World War and the Nazi regime's economic policies significantly influenced many businesses during that era, including the Dassler Brothers' company.

Dassler Brothers' Company Supported Nazi War Effort

During World War II, the Dassler Brothers' factory, known for its footwear, was converted to support the Nazi war effort.

Factory Produced the German Panzerschreck

The Dassler Brothers' company pivoted from footwear production to armaments, making a key weapon for the German military: the Panzerschreck. The Panzerschreck, influenced by the American bazooka, was a shoulder-mounted, recoilless rocket launcher capable of destroying tanks.

Company Employed French POWs As Forced Labor

The shift in production to the Panzerschreck during WWII led to the use of forced labor at the Dassler Brothers' factory. They employed French POWs in their operations, forcing them to work alongside regular employees under harsh conditions. The POWs played a role in manufacturing the Panzerschreck, but this aspect of the company's history is often left unmentioned in official accounts.

Adi's Wife Saved the Family Business

As the war came to an end, many businesses associated with the war effort faced severe repercussions. However, the Dassler Brothers' company experienced a turning point thanks to Adi Dassler's wif ...

Josh Clark and Chuck Bryant delve into the competitive history between Adidas and Puma, two iconic sports brands that emerged from a fraternal feud and have since become global powerhouses.

Post-War, Dassler Brothers Founded Rival Businesses

The tension between the Dassler brothers led to a significant split in both business and family, shaping the sports apparel industry for decades to come.

Adi Dassler Founded Adidas; Rudy Dassler Founded Puma Across the River

After WWII, the unresolved rift between the brothers who had previously worked together resulted in them going their separate ways. Adi Dassler founded Adidas, while his brother Rudolf established Puma on the opposite side of the river in their hometown of Herzogenaurach.

Adidas Often Leads In Competition

From early on, Adidas has often taken the lead over Puma in terms of sales and visibility. The 1954 World Cup saw West Germany’s football team sport Adidas shoes, enhancing the brand's status with their victory. Chuck Bryant notes that while Adidas is currently second in the sports apparel market after Nike, it still frequently outperforms third-place Puma. This hierarchy has been maintained even though Adidas is now part of a mega conglomerate.

Brothers' Rivalry Deeply Embedded In Herzogenaurach

The Dassler brothers' rivalry went beyond business competition; it influenced the community’s social dynamics and has become interwoven with the town's identity.

Residents Aligned With Adidas or Puma

In Herzogenaurach, families traditionally aligned with one brand or the other, which impacted social interactions and job opportunities. Children wore gear exclusively from the company their family supported, and this allegiance was passed through generations. Even the mayor, hailing from a Puma family, felt the need to remain neutral and would mix Adidas and Puma items to avoid favoritism.

One significant instance of ...

The Dassler brothers' feud, which gave rise to Adidas and Puma, not only shaped the athletic apparel industry but also left an indelible mark on their hometown, continuing even after their deaths.

Dassler Brothers' Feud Continued After Deaths

Rudy's Deathbed Reconciliation Attempt With Brother Adi Fails

Rudy made an attempt to reconcile with his brother on his deathbed, seeking to see Adi one last time. However, Adi declined the meeting, leaving the rift between them unhealed.

Rivalry Between the Companies Outlived the Brothers, Dividing the Town For Decades

The feud between Adidas and Puma persisted long after the Dassler brothers passed away in the 1970s, with the town of Herzogenaurach remaining divided for many years. Residents of the town often aligned themselves with one of the brands, indicating a loyalty that seems almost woven into their identities. The influence of this rivalry has been such that the townspeople's focus on athletic gear, particularly that of Adidas and Puma, underscores the enduring legacy and profound impact of the brothers' contentious relationship. Even as the Dassler family is no longer involved, with both companies having been sold to corporate conglomerates, the historic competition endures.

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