Succession Wars: Sibling rivalry that led to the birth of Adidas and Puma

Imagine a rivalry so intense that it not only tore apart a family but also divided an entire town, creating two iconic sports brands.

That are loved by many across the globe. In the quiet Bavarian town of Herzogenaurach, Germany, an unassuming laundry room became the birthplace of two of the world’s most iconic sports brands: Adidas and Puma.

Two brothers went from sharing childhood dreams to sparking one of the greatest corporate wars of all time. If you’ve ever sported Adidas or Puma, you’ve unknowingly taken a side in this bitter feud.

The founders, brothers Adolf ‘Adi’ Dassler and Rudolf Dassler, transformed the world of sports footwear through innovation, ambition, and intense sibling rivalry.

Let’s go through the story of how a feud between brothers sparked a corporate war that shaped the modern sports industry and left a lasting impact on a community.

Humble beginnings to Olympic glory
The Dassler brothers were born into modest beginnings. Adolf, known as Adi, was born in 1900, and his older brother Rudolf followed two years later, in 1898.

Raised in Herzogenaurach, a small town of cobblers, the brothers grew up surrounded by shoe-making, a trade their father practised in a local factory. After World War I, the two brothers returned home with a desire to create a business. In 1924, they established the Dassler Brothers Shoe Factory, making shoes for athletes.

Adi, the more introverted of the two, was obsessed with functionality and design. His focus was on creating shoes that improved athletic performance. Rudolf, on the other hand, was outgoing and business-savvy, handling the sales and marketing side of the business. Their complementary skills helped the factory thrive, with one of their shoes gaining international attention at the 1936 Berlin Olympics, when American sprinter Jesse Owens won four gold medals wearing Dassler shoes.

The success brought the Dassler brothers’ company into the international spotlight, but while their brand was growing, so was the tension between the siblings.

The Breakup: Rift turns into a feud
The fissures in the Dassler relationship started during World War II. There are several stories about what caused the ultimate rift between Adi and Rudolf, but one of the most famous revolves around a misunderstanding during an air raid.

As the two families took shelter, Adi allegedly muttered, “Here come the bastards again,” referring to Allied bombers. Rudolf, however, believed the comment was directed at him and his family, sparking animosity that never truly dissipated.

The brothers’ differences extended beyond personal slights. Their contrasting personalities—Adi’s focus on innovation and Rudolf’s emphasis on bold marketing—led to disagreements about the direction of the company. Post-war tensions and personal grievances eventually boiled over, and in 1948, the brothers decided to split the company, marking the end of their partnership.

Adi, remaining at the original factory, rebranded his company as Adidas, a combination of his nickname and surname. Thus began one of the most famous business rivalries in history.

Rudolf moved to the other side of the Aurach River, and established his own shoe company, which he initially named Ruda before naming it Puma.

Adidas vs Puma
The Dassler brothers’ feud went beyond family—it created a competitive fire that would drive both companies to global prominence. Herzogenaurach became a divided town, with residents aligning themselves either with Adidas or Puma.

The division was so entrenched that the town earned the nickname ‘the town of bent necks’, because locals would glance down at someone’s shoes to see whether they were from Adidas or Puma, effectively determining their loyalty.

The rivalry also spilled into local businesses, with restaurants, shops, and even schools taking sides. Families were torn apart as employees of Adidas wouldn’t associate with those working for Puma, and vice versa. The Dasslers’ feud turned what was once a close-knit community into a town of stark divisions.

From a business perspective, the competition spurred both companies to innovate rapidly. Adidas revolutionised football with the introduction of screw-in studs on its boots, a game-changing development for players. The company also secured sponsorship deals with major athletes and national teams, particularly excelling in professional football and the Olympic Games.

Puma, under Rudolf’s leadership, took a different approach. Rudolf had a keen sense of marketing and brand-building. In 1970, Puma made a bold move by signing Brazilian football star Pelé, who famously asked the referee to pause the World Cup final so he could tie his Puma boots, ensuring that millions of viewers saw the brand. The clever marketing tactics paid off, and Puma established itself as a major player in the sports world.

Divided legacy
The Dassler brothers’ rivalry became one of the defining business battles of the 20th century, but it also left behind a personal tragedy. The two brothers never reconciled, even though they remained in the same small town for the rest of their lives.

Both Adi and Rudolf passed away in the 1970s, buried in the same cemetery in Herzogenaurach—but on opposite sides, symbolising the division that had marked their relationship.

The companies, however, continued to grow. Adidas eventually became the second-largest sportswear manufacturer in the world, behind Nike, while Puma carved out a niche as a trend-setting brand, especially in the world of football and lifestyle wear. Both companies continued to innovate and compete fiercely in sponsorship deals, product launches, and marketing campaigns.

In 2009, more than 60 years after the split, Adidas and Puma employees played a friendly football match to signify a truce between the companies. Dubbed the Peace One Day event, it was a symbolic gesture, but the historic rivalry between the two brands remains one of the most fascinating tales in the corporate world.

Who leads today?
Today, both Adidas and Puma are global giants with legacies rooted in the competitive spirit of the Dassler brothers. Adidas is led by Bj¸rn Gulden, who took over in 2023 after previously serving as the CEO of Puma. Puma, meanwhile, is now under the leadership of Arne Freundt.

Though the rivalry between the companies has softened, their founders’ drive for success continues to define them.

The Dassler brothers, through their fierce competition, reshaped the world of sportswear, leaving a lasting impact on athletes, consumers, and an entire industry.