The Dassler Brothers – From Partnership to Rivalry
Who Were the Dassler Brothers?
In the 1920s, Adolf (Adi) Dassler and his older brother Rudolf Dassler founded a small shoe company in their hometown of Herzogenaurach, Germany.
- Adi was the quiet, creative craftsman focused on shoe innovation.
- Rudolf was the charismatic salesman and businessman.
Together, they launched the Dassler Brothers Shoe Factory, producing sports shoes that quickly gained popularity among athletes.
Success on the World Stage
The brothers’ shoes gained worldwide recognition when Jesse Owens wore their spikes at the 1936 Berlin Olympics, winning 4 gold medals. This victory gave the Dasslers international credibility.
The Split – From Family to Rivals
After World War II, tensions between the brothers boiled over—fueled by personal disputes, differing visions, and even family conflicts.
- In 1948, they officially ended their partnership.
- Adi founded Adidas (from his nickname Adi + Dassler).
- Rudolf created Puma, just across the river in the same small town.
A Town Divided
The rivalry went beyond business:
- Herzogenaurach became known as the “Town of Bent Necks” because residents would look down at each other’s shoes to see if they were wearing Adidas or Puma before deciding how to interact.
- Even football clubs, schools, and families in the town were split between the two brands.
Legacy – Adidas vs Puma
Today, Adidas is a global giant in sportswear, while Puma has carved out its place as a cultural and athletic brand.
Their rivalry, born from family conflict, changed the history of sports and sneakers forever, setting the stage for the fierce competition we still see in the industry today.
