ADIDAS VS PUMA: THE DASSLER BROTHERS' BILLION DOLLAR FEUD

The greatest rivalry in fashion history started with two German brothers who couldn't stand each other. ## The Family Business Gone Wrong Adolf 'Adi' Dassler and Rudolf Dassler built their first shoe company together in the 1920s. Gebrüder Dassler Schuhfabrik became Germany's leading athletic shoe manufacturer. Their cleats carried Jesse Owens to four gold medals at the 1936 Berlin Olympics. The world was watching. The brothers were unstoppable. Then World War II happened. And everything went to hell. ## The Split That Shook the World By 1948, the Dassler brothers were done. Accusations flew about Nazi connections, stolen designs, and family betrayals. The details remain murky, but the outcome was crystal clear. Adolf founded Adidas in 1949, naming it after his nickname 'Adi' plus 'Das' from Dassler. Rudolf launched Puma the same year, originally called 'Ruda' after his own name. Both companies set up shop in Herzogenaurach, their tiny Bavarian hometown. Population: 5,000 people caught in the crossfire. ## The Town That Picked Sides Herzogenaurach became known as 'the town of bent necks.' Residents would look down at your feet to see if you wore three stripes or a jumping cat. Adidas employees shopped at different stores than Puma workers. Kids played on separate soccer teams. Even the town's two bakeries picked sides. The rivalry was so bitter that when Rudolf died in 1974, Adi reportedly refused to attend the funeral. They're buried in the same cemetery but as far apart as possible. ## The Billion Dollar Legacy The brothers' feud created something neither could have imagined alone. Constant competition pushed both brands to innovate relentlessly. Adidas dominated soccer with partnerships that defined World Cup culture. Puma conquered basketball and motorsports, signing legends like Pelé and later Rihanna. Today, Adidas generates over $25 billion in annual revenue. Puma pulls in another $8 billion. Their combined market value exceeds $50 billion. ## Why This Still Matters The Dassler brothers proved that the best competition comes from knowing your enemy intimately. They shared DNA, hometown, and industry knowledge. That made their rivalry more personal and more profitable. Modern fashion brands chase viral moments and influencer partnerships. But Adidas versus Puma shows that authentic rivalry, rooted in real history and genuine differences, builds longer lasting cultural power. The three stripes and the jumping cat still represent two completely different approaches to sport, style, and swagger. All because two brothers couldn't get along.