Adidas and Puma: A History of Eternal Rivals

“We will finally be independent and show what we are worth,” said Rudi, opening the door to his new office.

The marketing war between Adidas and Puma has been going on for more than a decade, but it was the competition that pushed the brands towards development. To better understand what lies behind the successes of these brands, let’s get to know their history.

Herzogenaurach, a small German town in list of cyprus cell phone numbers northern Bavaria, was called the “shoemaker town.” At the end of the 19th century, it had only 3,500 inhabitants, but for every 30 people there was at least one shoe factory or shoe factory. Competition was fierce.

It was here, in a large family of a washerwoman and a shoemaker, that Rudolf was born in 1898, and two years later – Adolf. In 1914, World War I broke out and the brothers were drafted into the army. After the war, both returned to Germany – Adi to his hometown, and Rudi to Munich, where he got a job as a manager in a porcelain factory.

The situation in the Dassler family became increasingly difficult and in 1920 its members decided to open a small shoe factory in the laundry room, where Adi began working together with his father.

In 1923, Adi came up with the idea of ​​starting his own sports shoe production. Rudi was interested in his brother’s idea and particularly liked the distinctive feature of these shoes – the spikes on their soles. However, he noticed that the soles themselves were quite thin and the players had to kick a heavy ball. On this issue, Adolf disagreed with his brother – he believed that this helped to feel the ball better, maneuver more precisely and play faster.

In 1924, when Germany was rebuilding after World War I, the country was in crisis. The brothers were determined: they would open their own company, which would produce sports shoes. Adi would be responsible for the production and development of new models, and Rudi would take on the development of the sales and distribution strategy. The company was named Schuhfabrik Gebrüder Dassler (Dassler Brothers Shoe Factory), in short – Geda.

The Dassler Brothers Shoe Factory Building

Rudi was successful in acquiring customers and recruiting new employees, while Adi devoted his time to creating new models. In 1926 google ads b2b: how to overcome platform limitations the factory was producing 100 pairs of shoes a day.

A year later, the Dasslers move into a new building and begin preparing for the 1928 Olympic Games. They are lucky: Carolina Radke wins the gold medal in track and field wearing Dassler shoes.

In 1936, Adi designs a new shoe model specifically for American athlete Jesse Owens, who would later win four gold medals at the Summer Olympics wearing these spiked shoes.

In 1937, Geda was already producing a thousand pairs of shoes a day, sales reached 200,000 pairs a year, and the brand’s portfolio included 30 unique models for 11 different sports disciplines.

World War II stopped the production of guatemala lists new shoe models at the Dassler factory. Rudolf was mobilized, Adi remained in Herzogenaurach and had to focus on the production of military equipment. The factory machines could not withstand such high usage and most of them broke down.

In 1945, Rudi escaped and was arrested. He was released by the American army, but was soon arrested again for collaborating with the Gestapo, and then sent to a POW camp. There he heard that someone from his closest circle had informed the Americans about his activities with the Gestapo. He thought that it was Adi – his brother – who did it.

After Rudi’s return in 1946, the factory resumed production of sports shoes, but the brothers could no longer remain partners.

The “official” rivalry between Puma and Adidas began in 1948. After 28 years of working together, the brothers went their separate ways. Their factories were located on either side of the Aurach River, 500 meters apart.

The employees of the former Geda could choose who they would work with – and most chose Adolf. The commercial department went to his older brother Rudolf.

Adi founded the Adidas brand, using the first three letters of his first name and last name. Rudi first named his company Ruda – repeating Adi’s idea – but after a few months he decided to change the name to Puma, more associated with the sports industry.