Everyone knows the story of Abel and Cain. The competition between the two most recognized brands in the world has reached such a level that we do not exaggerate if we say that they see each other as enemies rather than competitors. The problem, which started with a dispute between the family at the beginning, not only brought the two brothers against each other, but split the town into two enemies, and this hostility continued for 60 years.
In the 1920s, the two brothers were partners in the Dassler Brothers Sports Shoe Company: they started out in their mother’s laundry room in their small home in the German town of Herzogenaurach. In the early days, they did not have electricity and could use the energy they derive from the bicycle to cut leather and produce.
Of the two brothers, Adolf Dassler (his friends called him Adi) was a quiet and highly talented designer; it was the brain behind the shoes. The design and construction of the shoes, which is almost a work of art, was entrusted to Adi’s hands. His older brother Rudolph Dassler (his friends called him Rudi) was an unprecedented genius in the sales area.
Although Hitler joined the Nazi party when Hitler regained power (in Germany in 1933), members of the Nazi party did not stop them from designing the shoes the legendary Olympic runner African-American star Jesse Owens wore to the 1936 Olympics. Owens had made history and won four gold medals with running shoes designed by the Dassler brothers. Owens’s legendary success attracted the attention of the Dassler brothers’ shoes in international markets.
Everyone wanted the shoes Owens was wearing! In the years following 1936, the Dassler brothers became very popular, and the sales took their head.
But this success was of course not free. Increased sales and popularity began to create tension in the relationship between the two brothers. The tension in the work was added to the fact that the two brothers lived in the same house and that their spouses could not get along. Of course, it was not an instant event, it was the accumulation of long time that distorted them. But the last straw occurred during World War II when the enemy states bombed their towns.
When Adi and his wife ran into the bunker to avoid the bombs, Rudi and his wife had already arrived. Adi said in a very angry tone: “They came again, you bastards! Tabii Of course, he meant hostile states, but Rudi thought that he was talking about his brother and himself and his family with the feisty tension between them.
The seeds of years of hostility and competition were sown there. Since then, the enmity between Adidas and Puma has attracted the attention of the business community so many famous business magazines have even published subject-specific articles. After a while, Rudi received a document from the army that he was called up for duty.
The first thing the older brother had in mind was that Adi and his wife had made a plan to drive him away and wanted to get rid of him and take full control of the company. Afterwards, Rudi was arrested twice because he had left his post and was subsequently accused by the enemy forces of working for the gestapo.
Rudi was sure that both of them had come from under Adi’s head: his brother was ratting him out! Worse, his suspicions were confirmed by a report delivered to him by an American inspectorate office… As Rudi spent his days as a prisoner in war camps, Adi had grown, expanded and sold shoes to American forces.
The conflict between the two brothers resulted in the division of the company into two in 1948: they split both the company’s assets and its employees. Adi chose to call his company Adidas, inspired by his name: so he could keep his brand name and surname forever. Rudi chose Ruda for his company first, but after a few years he chose to turn it into a much more athletic Puma.
They established factories competing with each other on the opposite banks of the Aurach River and eventually became the leading economic forces of their towns: Everyone in the town was working at either Adi’s or Rudi’s factory.
The fact that the whole town was working for these two rival firms eventually drew the townspeople into the dispute that arose within the Dassler family. Now the competition had grown and reached meaningless dimensions. There were restaurants serving only Puma or Adidas-only people in the town.
Every family in the town had taken a side, and on the other hand it was forbidden to marry or go on an appointment. . Rudi made a difference to Adi in marketing and sales: The logistics of the product was better tracked and the sales strategies provided amazing success. Adi was more familiar with the shoe manufacturing process, knew better what to do, and had a closer relationship with athletes: athletes engaged in Adidas markas brand embassy, increasing interest by introducing the brand to people. Adi’s intimate relationship with the athletes drew the hands to Adidas.
Puma was trying to catch up with the competition. However, something unexpected happened later on: the two companies, who spent overtime on their rivalry with each other, were too late to notice and respond to the Nike threat. A few years later, Nike had already dominated the sneakers industry, while Adidas and the cougar were trying to catch up with Nike.
The move that ended the hostility between the two companies came in 2009: the employees of the two companies organized a football match as a cease-fire. By 2009, the Dassler brothers were both dead, four years apart. Even when the brothers were dying, they maintained hostility and said they wanted to be buried at different ends in the town’s single graveyard: both made the same request: yeter just as far away from it as possible.