The story of Adidas and Puma is one of the most fascinating rivalries in sports history. It all started with two German brothers, Adolf Dassler and Rudolf Dassler, who once worked together in the same shoe company but later became bitter rivals, creating two of the biggest sports brands in the world. Their journey from family business partners to competitors shaped the global sportswear industry, leading to the birth of Adidas and Puma, two brands recognized worldwide today.
The Dassler brothers grew up in the town of Herzogenaurach, Germany. Their father worked in a shoe factory, and their mother ran a small laundry business. After World War I, Adolf, known as “Adi,” was passionate about making shoes, especially for athletes. He started making sports shoes in his mother’s laundry room in 1924, and soon his older brother Rudolf joined him. Together, they founded the “Gebrüder Dassler Schuhfabrik” (Dassler Brothers Shoe Factory). Their goal was to create high-quality athletic footwear that could improve an athlete’s performance.
Their big break came during the 1936 Berlin Olympics when they convinced American sprinter Jesse Owens to wear their running shoes. Owens went on to win four gold medals, and the success helped make the Dassler brand known around the world. Many athletes started wearing their shoes, and business was booming. However, the success did not last forever.
As World War II began, tensions grew between the two brothers. Some say they had different views on politics, while others believe their personal differences and family conflicts created problems. After the war, their disagreements worsened. In 1948, they decided to split the company in two, dividing the employees, factory equipment, and assets. Adi Dassler took one part and named it “Adidas,” a combination of his first and last name (Adi + Dassler). Rudolf took the other part and initially called his brand “Ruda” but later changed it to “Puma” to make it sound stronger.
Once they separated, Adidas and Puma became fierce rivals. They built their headquarters on opposite sides of the Aurach River in Herzogenaurach, turning the town into the center of sports shoe innovation. The rivalry affected not just their businesses but also the town’s people. Adidas employees and Puma employees avoided each other, and even local shops were divided, serving customers based on their preferred brand. The conflict between the brothers remained until their deaths, and they were buried in the same cemetery but at opposite ends.
Adidas quickly grew into a dominant sportswear brand. Adi Dassler focused on creating innovative designs that could help athletes perform better. He introduced shoes with screw-in studs for football, which became popular after the German national team won the 1954 FIFA World Cup wearing Adidas boots. Over the years, Adidas expanded beyond shoes, producing sportswear, accessories, and equipment. The brand became famous for its three-stripe logo, which was originally designed to provide stability to the shoe. Adi later purchased the rights to the stripes from a Finnish sportswear company, and they became the signature look of Adidas.
Puma, on the other hand, also gained international success. Rudolf Dassler focused on creating high-performance footwear for footballers and sprinters. The Puma brand became famous for sponsoring some of the greatest athletes in history, including Brazilian football legend Pelé. Puma introduced innovative shoe designs, such as the first football boot with a Velcro strap. The brand’s logo, the leaping puma, represents speed, strength, and agility, showing its commitment to high-performance sports.
As the years passed, both brands continued to grow, signing deals with world-famous athletes and expanding into fashion and lifestyle. Adidas became a leader in global sports, sponsoring teams and events like the FIFA World Cup and the Olympics. Puma, while slightly smaller, remained a major player in the industry, working with top football clubs, athletes, and even fashion designers. Their success even sparked the creation of their film “Adidas Doi Dau Puma – Do La Ten Cuoc Chien!”
Despite their success, the Dassler brothers never reconciled. Their feud shaped the history of sportswear, leading to two of the most recognized brands in the world. Today, Adidas and Puma remain competitors, but their legacy goes beyond business—it’s a story of family, ambition, and rivalry that changed the world of sports forever.
