The Dassler Brothers Feud: How adidas and Puma Divided a Family and a Town
The rivalry between adidas and Puma is one of the most famous in sportswear history, but many people do not realise it began as a family feud. Brothers Ado
The rivalry between adidas and Puma is one of the most famous in sportswear history, but many people do not realise it began as a family feud. Brothers Adolf and Rudolf Dassler split their successful shoe company after bitter disputes during World War II, eventually creating two global brands. The conflict even divided their hometown of Herzogenaurach. This article explores the origins of the rivalry, how each brand was founded, and the lasting impact of the Dassler brothers’ split.
The Adidas and Puma Brothers
The Dassler brothers were sons of a former shoe factory worker. After returning from fighting in the First World War, they decided to set up a German shoe factory, the famous Gerbüder Dassler Schuhfabrik. Their motivation stemmed from the poor quality of the shoes they had worn during the war. Adolf was the creative mind behind shoe development, while Rudolf handled sales.
A key moment in the family business came before the Second World War: both brothers, despite being members of the Nazi Party, persuaded Jesse Owens to wear their running shoes during the 1936 Olympic Games in Berlin. The split between the brothers happened during the war, fuelled by family arguments, particularly between their wives. Rudolf left to join the military, while Adolf stayed to run the company. The final separation came in 1948, dividing the town, families, friends, and careers.
Adidas
The adidas brand was founded in 1949, its name derived from Adolf Dassler (ADIDAS). Adidas grew through landmark events, such as the 1954 World Cup final in Switzerland, where Adolf fitted German footballers’ boots with aluminium studs to prevent slipping in the rain – a world first for football boots.
Other key moments include the launch of the adidas Copa Mundial boots in 1982, which remain one of the best-selling football boots in the world today. Adolf’s insight into product creation and design drove the brand’s success.
Puma
After the split, Rudolf founded his own company in 1948, initially named Ruda, later changed to Puma. The brand did not take off as quickly, as the product innovation was with Adolf, but Rudolf brought exceptional negotiating and sales skills. The idea of asking Jesse Owens to wear the Dassler brothers’ shoes in 1936 came from both brothers, but Rudolf sealed the deal.
Puma’s greatest early success came in the 1970s, specifically during the 1970 World Cup quarter-final between Brazil and Peru. Before the match, Pelé crouched down to tie his laces, drawing attention to his all-black Puma King football boots with the white Puma logo.
From 1948 until their deaths, the brothers never spoke to each other again. Rumours persist of guerrilla-style battles and family espionage between the brands. Some say this internal feud allowed Nike to gain ground. Today, both brothers are buried in the same cemetery, but in separate plots – a testament to their lifelong rift.
Adidas vs Puma
The rivalry between the two companies officially ended in 2009, when employees from both sides played a friendly football match. The result is history.
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