Behind two of the biggest sportswear brands in the world, Adidas and Puma, lies a fascinating story of two brothers who turned a family business into a historic rivalry. Adolf (Adi) and Rudolf Dassler, two ambitious German brothers, laid the foundation for companies that today dominate the global sports and fashion markets.
How It All Began
In 1924, the Dassler brothers founded Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in the small German town of Herzogenaurach. With Adi as the creative mind behind the designs and Rudolf as the sales expert, the business quickly gained success.
A pivotal moment came during the 1936 Olympic Games when American athlete Jesse Owens won four gold medals wearing shoes made by the Dassler brothers, propelling the company to international fame.
The Brothers’ Split and the Birth of the Rivalry
By the late 1940s, personal and professional conflicts between the brothers led to the dissolution of their partnership. In 1948, they split the business, each founding their own company:
- Adolf Dassler founded Adidas, the name derived from his nickname “Adi” and the first three letters of his surname, “Dassler.”
- Rudolf Dassler created Puma, initially named “Ruda,” but later rebranded for a stronger impact.
This split divided not only the family but also the entire town of Herzogenaurach. Residents and factory workers chose sides—either Adidas or Puma—turning the rivalry into a global competition.
The Race for Supremacy
Adidas and Puma quickly established themselves as leading brands in the sportswear market, each with its own iconic moments:
- Adidas introduced legendary products such as the Stan Smith sneakers and became the official supplier of equipment for the FIFA World Cup.
- Puma revolutionized design with technologies like the Disc System and collaborated with legendary athletes, including Usain Bolt, the fastest man alive.
A Symbolic Reconciliation
Although the Dassler brothers never reconciled before their deaths, the rivalry between Adidas and Puma saw a symbolic moment of peace in 2009. Employees from both companies organized a friendly football match, marking a new chapter in the relationship between the two brands.
The Legacy of Adidas and Puma
Today, Adidas and Puma are global leaders in the sportswear industry, but their story remains a lesson on how ambition, passion, and competition can transform a family business into a worldwide phenomenon. Both brands continue to inspire through innovation, performance, and design.