This article details the intense rivalry between brothers Adolf (Adi) and Rudolf Dassler, founders of Adidas and Puma, respectively. Their conflict began in the 1920s, escalated during World War II, and continued to shape their competing companies for decades. Barbara Smit's book, "The Century's Challenge," provides a detailed account of this family feud.
Initially, the brothers worked together, establishing a successful shoe company, Gebrüder Dassler Schuhfabrik, in Herzogenaurach, Germany. Adi's innovative shoe designs and Rudolf's salesmanship contributed to their early success, particularly boosted by the 1936 Berlin Olympics where Adi's shoes were worn by notable athletes, including Jesse Owens.
World War II exacerbated the brothers' existing tensions. Allegations of Nazi affiliation and accusations of espionage further strained their relationship. Following the war and the removal of accusations, the brothers split, with Rudolf establishing Puma and Adi forming Adidas. This division split their hometown, Herzogenaurach, into factions supporting each brand.
The article highlights the lasting impact of their rivalry, which extended beyond their lifetimes. Their children continued the competition, including instances of attempted poaching of high-profile athletes like Pelé. The rivalry is presented as a significant factor shaping the corruption within the Olympic movement through illicit payments and sponsorships.
The ambitions of Adi's son, Horst, led to further controversies. Horst's expansion of Adidas and questionable dealings within the sports industry contributed to the brand's success, but also involved significant ethical compromises. The rise of Nike, a competitor far more adept at marketing, is also noted as a turning point in the sports footwear industry, overshadowing the Dassler legacy.