Summary

Introduction to Adidas and Puma

Adidas and Puma, two iconic sports brands, were founded by brothers Adolf and Rudolph Dassler. The brothers’ relationship was marked by a bitter sibling rivalry fueled by greed and ambition, which ultimately led to the division of their company and their hometown in Germany. Their history is complex, involving controversy, betrayal, and sabotage, including their involvement with the Nazi party during World War II.

Early Beginnings

After returning from World War I, the Dassler brothers found their mother’s laundry business struggling due to the war’s destruction of Germany’s economy. Adolf, also known as Addie, came up with the idea to create spike shoes for running using scavenged materials from old battlefields and a makeshift workshop in their mother’s laundry shed. Despite obstacles such as lack of money and electricity, Addie’s shoe business gained popularity due to his attention to detail and experimentation with materials and designs.

The Dassler Brothers’ Partnership

Rudolph, also known as Rudy, joined the business, focusing on sales with his charismatic personality, while Addie handled manufacturing, driven by his passion for sports and perfectionism. Together, they founded the Dazla Brothers Sport Shoe Factory in 1924, which quickly grew as Rudy successfully pitched their shoes to sports clubs, leading to increased sales and expansion into football boots.

Nazi Regime and the 1936 Olympic Games

The Dassler brothers’ sport shoe business thrived under the Nazi regime, with both brothers joining the Nazi party and benefiting from the increased demand for sports equipment. They saw the 1936 Olympic Games as a marketing opportunity and wanted Jesse Owens, a popular African-American athlete, to wear their shoes, despite the risk of sponsoring a black athlete in a regime that promoted German racial superiority. The Dassler brothers supported Jesse Owens at the Berlin Olympics, gifting him personalized shoes, which he wore to win four gold medals, contradicting Hitler’s Aryan supremacy propaganda.

World War II and the End of the Partnership

Tensions between the brothers escalated during World War II as their business shifted to manufacturing war supplies, leading to fights and paranoia. A misunderstanding in the basement during an air raid further strained their relationship, and when Rudy was called to the Army, he became convinced Addie was trying to take over the company. The brothers’ relationship deteriorated due to intense hatred, fueled by Rudy’s report to the Nazi authorities and Addie’s refusal to represent him. After the war, the brothers split their company in 1948 due to bitter disagreements, resulting in the formation of two separate companies, Adidas and Puma.

The Rivalry Between Adidas and Puma

The town where the Adidas and Puma founders lived became divided, with each side having its own community, school, and rival gangs, due to the intense competition between the two brands. The town earned the nickname “town of bent necks” as people would look down to see what shoes others were wearing to determine whether to interact with them. The brothers’ designs initially looked similar, but Adidas differentiated itself by adding three white leather stripes to its shoes in 1949. The rivalry between Adidas and Puma intensified over the years, with both companies aggressively expanding and selling shoes and other products abroad.

Key Events in the Rivalry

• Rudy tried to make a deal with the German team’s coach to wear Puma boots but failed, and the team ended up wearing Adidas instead, leading to a surprising victory in the final against Hungary.
• Puma’s shipment was mysteriously held up at customs during the Melbourne Olympics, further fueling the feud between the two companies.
• Adidas and Puma made a secret agreement not to bid on sponsoring athlete Pelle, but Puma secretly signed him, giving Puma massive global exposure during the 1970 World Cup.

Legacy of the Dassler Brothers

The long-standing feud between the Dassler brothers continued until their deaths, with them being buried at opposite ends of their town’s graveyard. The legacy of the Dassler brothers serves as a reminder of the intense rivalry and competition that can drive innovation and success in the sports industry.

Modern-Day Adidas and Puma

Both Adidas and Puma faced financial struggles in the late 1970s and early 1980s due to intense competition, neglecting customer needs, and poor management. However, under new leadership, Adidas was revived through innovative products and partnerships with star athletes, eventually becoming a major competitor to Nike again. Puma was also revitalized by a young executive who focused on quality products, niche markets, and partnerships with designers and athletes, transforming it into a fashion brand and reclaiming its status as a major sports apparel company.

Key Vocabulary

Watch The Video

Vocabulary Quiz

1. Which word means ‘a strong and often long-lasting feeling of opposition or dislike’ in the context of the relationship between Adolf and Rudolph Dassler?

A) Ambition
B) Rivalry
C) Sabotage
D) Perfectionism

2. What term describes ‘the act of giving someone or something a particular name or nickname’ as seen in the town where the Adidas and Puma founders lived being called the “town of bent necks”?

A) Propaganda
B) Nicknaming
C) Sponsorship
D) Marketing

3. Which word means ‘a person who is very good at selling things, often because they are charming and confident’ to describe Rudolph’s role in the Dassler brothers’ business?

A) Manufacturer
B) Salesman
C) Athlete
D) Designer

4. What term describes ‘the state of being divided or separated into two or more parts’ as seen in the division of the Dassler brothers’ company into Adidas and Puma?

A) Partnership
B) Rivalry
C) Division
D) Merger

5. Which word means ‘the act of secretly working against someone or something, often by causing problems or damage’ as seen in the actions of the Dassler brothers towards each other during World War II?

A) Sabotage
B) Betrayal
C) Controversy
D) Ambition

Answer Key:

1. B
2. B
3. B
4. C
5. A

Grammar Focus

Grammar Focus: The Use of the Past Perfect Tense

Grammar Quiz:

1. By the time the Dassler brothers split their company, they ____________________ their relationship for many years.

• had damaged
• were damaging
• damaged
• had been damaging

2. The Dassler brothers ____________________ their company before they joined the Nazi party.

• had founded
• were founding
• founded
• had been founding

3. By the time Adidas and Puma became major competitors, they ____________________ financial struggles for many years.

• had faced
• were facing
• faced
• had been facing

4. The Dassler brothers’ relationship ____________________ due to intense hatred by the time they split their company.

• had deteriorated
• was deteriorating
• deteriorated
• had been deteriorating

5. By the time the 1936 Olympic Games took place, the Dassler brothers ____________________ their sport shoe business for many years.

• had been running
• were running
• had run
• ran

Answer Key:

1. had damaged

2. had founded

3. had faced

4. had deteriorated

5. had been running