The Dassler Brothers: The Family Conflict That Founded Adidas and Puma

The rivalry between the Dassler brothers, Adolf and Rudolf, transformed their family shoemaking business into two of the most recognized sportswear brands in the world: Adidas and Puma. Initially partners in the Gebruder Dassler Shoe Fabrik, the brothers' relationship soured due to personal and professional disputes, exacerbated by the pressures of World War II. Their feud not only divided their family but also split their hometown, with residents choosing sides in the burgeoning rivalry.

After the war, the brothers established their own companies, with Adi Dassler founding Adidas and Rudy Dassler creating Puma. The competition between the two brands intensified, leading to innovative marketing strategies and product developments that revolutionized the sportswear industry. Their rivalry extended to major sporting events, with both companies vying for sponsorships and endorsements from top athletes, significantly impacting the landscape of sports marketing.

Despite their success, the personal animosity between the brothers persisted until their deaths, with each ensuring they were buried as far apart as possible in their hometown. Although the feud has since cooled, the legacy of their rivalry continues to influence the sportswear market, highlighting the profound effects of corporate competition on the world of sports. Today, Adidas and Puma remain significant players in the industry, navigating a landscape that has evolved far beyond the original family feud.

The Dassler Bross: The Family Feud That Created Adidas and Puma

9 Nov 2023

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“You can choose your friends, but you can’t choose your family.” Anyone who’s ever had a difficult relationship with a sibling can attest to the truthfulness of this statement. Even the closest of brothers have moments that make them wish they’d been born an only child, after all.

The Dassler Brothers were, to wit, NOT the closest of siblings. They hated each other so much that they refused to speak to each other. But what makes the feud between the Dassler brothers so unique was that it spilled over from their personal into their professional lives. They split the family shoe making business off into two separate companies that would come to dominate the athleticwear business in a way no one ever had before. The success of their respective companies can, at least in part, be credited to the rivalry between the two brothers, as they pushed their employees to outdo each other as a worldwide audience watched.

The feud split apart not only the Dassler family, but their entire hometown as well, as every family was forced to pick a side. The two companies are still household names today, each earning billions annually in sales, still competing against each other for market share, forever locked together by the personal rivalry of their founders. Two men, two brothers who, though they were unable to choose their family, surely wished that they could have.

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Further Reading: Sneaker Wars by Barbara Smit, Harper-Collins 2009

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