In the quiet German town of Herzogenaurach, a family feud once erupted so intensely that it reshaped the world of sports and divided an entire community for decades. Today, the rivalry between Adidas and Puma is legendary, but few know that these iconic brands were born from the fallout between two brothers — Adi Dassler and Rudolf Dassler.
A Family Dream That Took the World Stage
In the 1920s, Adolf “Adi” Dassler and his older brother Rudolf “Rudi” Dassler founded the Dassler Brothers Sports Shoe Company. Working from their mother’s laundry room, they built handcrafted athletic shoes that quickly gained attention for their quality and innovation.
Their big break arrived at the 1936 Berlin Olympics, when American sprinter Jesse Owens made history wearing Dassler-made shoes. His four gold medals didn’t just shake the world — they thrust the Dassler brothers’ company into international fame.
Success That Couldn’t Hold a Broken Bond
Behind the growing global reputation, the brothers’ relationship was quietly falling apart. Sources over the decades have pointed to several reasons:
Clashing personalities — Adi was introverted and focused on design; Rudi was outgoing, business-minded, and competitive.
Jealousy over recognition, particularly after Jesse Owens' Olympics triumph.
Wartime tensions — including misunderstandings, accusations, and deep mistrust during World War II.
While no single moment can be pinpointed as the cause, historians agree the brothers’ bond had eroded beyond repair by the mid-1940s.
1948: The Split That Shook a Town
In 1948, the Dassler Brothers Shoe Company officially dissolved. Immediately, the two men went their separate ways:
Adi Dassler founded Adidas — a name formed from “Adi” and “Dassler.”
Rudi Dassler established Puma — originally called “Ruda,” later renamed for a stronger brand appeal.
But the feud didn’t stop at business. It spilled into the streets of Herzogenaurach.
A Town Divided: Adidas vs. Puma
For decades, Herzogenaurach was known as “the town of bent necks.” Why? Because residents would literally tilt their heads down to check what shoes someone was wearing before deciding whether to greet them or keep their distance.
Families chose sides.
Workers avoided dating or marrying across rival company lines.
Even local football teams were sponsored — and fiercely supported — based on brand loyalty.
The rivalry was deeper than corporate competition; it was personal, emotional, and generational.
Two Brothers, Two Brands, One Global Legacy
Though Adi and Rudi never reconciled, their vision and rivalry reshaped modern sportswear. Today, Adidas and Puma stand as two of the world’s most influential athletic brands — a lasting testament to a broken brotherhood that changed history.
From a small German town to global dominance, the Dassler brothers’ story remains one of the most dramatic and defining tales in the world of business and sports.
Reportnaija will continue bringing you the stories behind the headlines — the history, the truth, and the moments that shaped the world as we know it.
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