The story of Adolf (“Adi”) and Rudolf (“Rudi”) Dassler is a narrative of family conflict that gave rise to two of the world’s most renowned sports brands: Adidas and Puma. Rudi was outgoing, while Adi was quieter and more inventive. The Dassler brothers, Adolf and Rudolf, were born in Herzogenaurach, Germany. In 1913, Adi completed an apprenticeship as a baker but soon realized it wasn’t his passion. He decided to follow in his father’s footsteps and learn the skills of a cobbler. After Rudolf was drafted for war in 1914, Adi began crafting shoes from used army debris in his mother’s laundry room, inspired by his love for sports and the idea of creating footwear to enhance athletic performance. Upon returning from the war, Rudolf initially pursued a career as a policeman but ultimately joined Adi in 1923 to establish Gebrüder Dassler Sportschuhfabrik (The Dassler Brothers Sports Shoe Factory). Their tale is not only a sibling rivalry but also one that illustrates the complexities and impact of personal relationships on business.
Introduction to the Sports World
The Dassler Brothers Sports Shoe Factory’s success can be attributed to Adi’s innovative design of the spiked shoe, which aimed to enhance athletic performance. This idea caught the attention of Josef Waitzer, the German Olympic track and field coach, who became a close friend of the Dassler brothers. He introduced them to the sports community by connecting Adi with German athletes. In 1928, Lina Radke wore Dassler track shoes to win gold in the 800m race at the Olympics, propelling the brothers to success as they entered the early 1930s, coinciding with Hitler’s rise to power. As the Nazi Party began to gain traction, the Dassler brothers recognized a business opportunity. Rudolf was an ardent supporter of the party, while Adi strategically engaged with Hitler Youth clubs. By the mid-1930s, the Dassler name had become well-known across Germany.
The Dassler brothers seized a significant opportunity with the 1936 Olympic Games in Berlin. They approached American track star Jesse Owens, offering him a pair of Dassler track shoes to wear during the competition. Owens accepted and went on to win four gold medals, providing the publicity that propelled the Dassler brand onto the international stage. As a result, sales surged to nearly 200,000 pairs annually before World War II, with increasing orders for basketball, hockey, and baseball shoes. The partnership with Owens proved invaluable; when American soldiers arrived during the war, they recognized the Dassler brand as Owens’ supplier and allowed the factory to remain operational. Many soldiers even became loyal customers of Dassler shoes.
The Rising Tensions
As World War II intensified, factory operations faced significant disruptions, and finding workers became difficult due to military drafts. Rudolf grew increasingly power-hungry, even denying employment to their sister Marie’s sons to limit family involvement in the company. Tragically, both of Marie’s sons were drafted and lost their lives in the war. Tensions escalated further as the wives of Adi and Rudolf began to argue.
In 1940, Adi was drafted but was quickly given leave due to his crucial role in the company. Rudolf, having served in World War I, was drafted in 1943 and became furious, believing Adi was responsible for his deployment while Adi managed the business alone. Rudolf devised a plan to escape his assignment in Tuschin and return to the factory, but he was eventually arrested by the Gestapo and spent the remainder of the war in prison, seething with anger while Adi ran the company.
The Breakup
After the war, Rudolf was released from prison but faced further consequences during the Americans’ denazification efforts. He was arrested due to suspected ties to the SS (Nazi Party’s Schutzstaffel), and despite his defense, Adi confirmed their relationship, leading to Rudolf’s imprisonment, while Adi took control of the business. In 1946, Adi was labeled a belasteter by the denazification panel, risking his management position. Rudolf seized the opportunity to accuse Adi of being involved in weapon production, but the panel ignored his claims. Adi successfully appealed and regained control of the company.
By this point, the brothers’ relationship had deteriorated significantly. In 1948, fed up with each other’s actions and the power struggle, they decided to split the company and its assets, marking the last time they would ever speak. Adi Dassler founded Adidas, using a combination of his first name and part of his last name. His vision was clear: to produce high-quality sports shoes that catered to the needs of athletes. Rudi Dassler, meanwhile, launched Puma. The establishment of two separate brands not only signaled the dissolution of their brotherly bond but also sparked fierce competition that defined the sporting goods industry.
The Rivalry
Their birthplace, Herzogenaurach, earned the nickname “the town of bent necks” as residents would check each other’s shoes first. The rivalry between Adidas and Puma was so intense that it significantly impacted the town’s economy and culture. Most residents either worked for one brand or the other, and dating or marrying across company lines was frowned upon. This local rivalry mirrored the broader conflict between the two companies, as each sought to outdo the other in terms of innovation, marketing, and athlete endorsements.
Both companies began to establish their identities, with Adidas emphasizing its commitment to quality and performance. The iconic three stripes became synonymous with the brand, symbolizing its dedication to athletes. Meanwhile, Puma focused on style and celebrity endorsements, appealing to a broader audience that extended beyond athletes.
As the years passed, both Adidas and Puma achieved remarkable success, becoming leaders in the global sportswear market. Their competition drove innovation, leading to advancements in footwear technology, marketing strategies, and product designs. Adidas introduced groundbreaking technologies like the Boost cushioning system, while Puma made waves with its stylish collaborations and fashion-forward designs.
The rivalry also led to an arms race in terms of endorsements. Both brands sought to partner with high-profile athletes and celebrities, further amplifying their visibility. Adidas secured contracts with legends like Muhammad Ali and David Beckham, while Puma attracted stars like Usain Bolt and Rihanna. These endorsements not only elevated the brands but also showcased their commitment to excellence in performance and style.
The Reconciliation
The rivalry in Herzogenaurach remained intense as long as the Dassler brothers were alive. Rudolf passed away in 1974, leaving his company to his son, while Adolf died in 1978, also passing his company to his son. The brothers continued their feud even in death, as they were buried as far apart as possible in the same cemetery. The rivalry lingered for several decades after their deaths but eventually began to fade. In 2009, Adidas and Puma played a friendly soccer match, symbolizing the end of animosity between the two companies and the town.
Fun fact: Frank Dassler, grandson of Rudolf Dassler, grew up wearing Puma shoes but now works for Adidas as the company’s chief legal counsel.
Conclusion
Today, Adidas and Puma are recognized globally, with Adidas becoming the largest sports manufacturer in Europe and the second largest in the world. The Dassler brothers’ contributions to the sports industry are often underappreciated; they drove each other to innovate and create the best sports equipment available. From humble beginnings in a small German town to becoming global leaders in athletic footwear, Adidas and Puma stand as enduring symbols of rivalry and the transformative power of sports. Their legacy will continue to inspire future generations of entrepreneurs and athletes alike, proving that even amidst conflict, greatness can emerge!
