The sports world is no stranger to rivalries. From Messi versus Ronaldo to Federer versus Nadal, these matchups fuel the passion of millions. But none compare to the decades-long cold war between two of the most iconic sportswear giants: Adidas and Puma. A rivalry so personal, so deep-rooted, it didn’t start on a field or a track—it began in a bomb shelter in Nazi Germany and tore a family apart.
A Brotherhood Forged in Shoes
In the quiet German town of Herzogenaurach, Adolf (Adi) Dassler and his older brother Rudolf were once inseparable. The 1920s saw these two sons of a cobbler crafting shoes in their mother’s laundry room, dreaming of revolutionizing athletic footwear. Together, they founded the Dassler Brothers Shoe Factory, an ambitious venture that would change sports forever.
Adi was the brains—an introverted craftsman obsessed with quality and innovation. Rudolf, on the other hand, was the charm—a savvy salesman with a knack for winning people over. This yin-and-yang partnership clicked perfectly. Their breakthrough came during the 1936 Berlin Olympics when Jesse Owens wore their spiked running shoes and secured four gold medals, much to Hitler’s dismay.
By then, the Dassler brothers had placed their imprint on the global sports stage. Athletes flocked to their factory, eager to lace up shoes that delivered results. But lurking beneath this success was a tension that would soon unravel their bond.
The Bomb Shelter That Shattered It All
When WWII erupted, like most German businessmen, both brothers aligned with the Nazi Party. Their factory shifted gears from making sports shoes to producing military equipment. But war did more than just change their production line—it ignited a suspicion between the brothers that would burn for decades.
In 1943, during an Allied bombing raid, Adi and his wife climbed into a bomb shelter where Rudolf and his family had already taken refuge. In the chaos, Adi reportedly muttered, “The dirty bastards are back again.”
Rudolf took this as a personal attack, convinced that his brother was referring to him and his family. From that moment on, their bond began to decay faster than a cheap knock-off sneaker.
Post-war tensions didn’t help. Rudolf believed Adi and his wife had conspired to get him drafted to the front lines while they stayed back to protect the factory. When Rudolf was arrested by the Allies for suspected SS activity, he became certain that Adi had snitched on him. Whether true or not, the damage was irreversible.
The Great Divide: Adidas vs Puma
By 1948, the Dassler brothers called it quits. They split the company in half. Adi formed Adidas, a clever fusion of his name, while Rudolf founded Ruda, which later rebranded as Puma. Herzogenaurach was split right down the middle. Employees were forced to choose sides, friends became foes, and families were divided.
The town earned the nickname “The Town of Bent Necks,” because residents would check each other’s shoes before deciding whether to greet them. Wearing Adidas meant loyalty to Adi; sporting Puma signaled allegiance to Rudolf.
Corporate War on the Global Stage
The feud didn’t stop at family gatherings. It turned into one of the most aggressive corporate rivalries in history.
Adi Dassler leveraged his passion for quality and innovation, pioneering technologies like screw-in studs that revolutionized football boots. Adidas became the brand of champions. When West Germany won the 1954 FIFA World Cup, they did so in Adidas boots—cementing the brand’s dominance.
Rudolf, however, was no underdog. His marketing genius propelled Puma to compete fiercely. He introduced the concept of athlete endorsements, roping in football legends like Pelé. That iconic moment when Pelé bent down to tie his Puma boots during the 1970 World Cup final? Pure marketing gold.
The Rivalry Spills Over to Athletes
Athletes became pawns in this cold war. Adidas and Puma would compete ruthlessly to win the loyalty of top sports personalities. Puma famously paid sprinter Tommie Smith to wear their shoes while raising his fist in the iconic Black Power salute at the 1968 Olympics. Adidas responded with even bigger endorsements, making sure their three stripes dominated every global sports event.
Even football teams weren’t spared. Rumor has it that Adidas sponsored one half of the French national team, while Puma took the other. Players allegedly received bonuses not for scoring goals but for stepping on opponents wearing the rival brand.
The Legacy Lives On
The brothers passed away in the 1970s, ironically buried on opposite ends of Herzogenaurach’s cemetery, as far apart as possible. But their rivalry transcended the grave. Adidas evolved into the world’s second-largest sportswear brand after Nike, while Puma cemented itself as a style icon, blending sports with street culture.
However, in a heartwarming twist, the feud began to soften in the 21st century. In 2009, Adidas and Puma employees played a friendly football match to symbolize peace. The symbolic handshake was a reminder that even the bitterest corporate rivalries can thaw—eventually.
Lessons from the Dassler Feud
For entrepreneurs and business enthusiasts, the Adidas-Puma saga serves as a cautionary tale and an inspiration. Partnerships can build empires, but personal conflicts can just as quickly tear them down. Trust, communication, and mutual respect often determine the fine line between success and collapse.
While Adidas and Puma may compete on the shelves, their legacy stands united in one truth: two brothers from a small German town changed the face of sports forever. And all it took was one misunderstood comment in a bomb shelter.