The global sportswear industry was forever transformed by an extraordinary sibling rivalry. In the small Bavarian town of Herzogenaurach, brothers Adolf “Adi” and Rudolf Dassler pioneered modern athletic footwear through their groundbreaking Dassler Brothers Shoe Factory. Their innovative designs, including the first spiked running shoes, revolutionized sports performance and caught the attention of elite athletes worldwide. However, their partnership crumbled during World War II when a misunderstanding in a bomb shelter—Rudolf believed Adolf had arranged for him to be drafted—shattered their relationship. This bitter falling out led to the company’s split in 1948, giving birth to two legendary brands: Adolf’s Adidas and Rudolf’s Puma.

Their fierce competition drove decades of innovation in sportswear design and marketing, ultimately transforming their humble shoe workshop into rival global empires. Today, their legacy lives on as Adidas stands as the world’s second-largest sports brand, while both companies remain headquartered on opposite sides of their hometown river—a physical reminder of one of industry’s most dramatic family feuds.

Key Takeaways

• The Dassler brothers’ feud led to the creation of Adidas and Puma, two of the world’s biggest sportswear brands.
• Adidas Group AG is the world’s number two sports footwear and apparel company, with a significant presence in the global sportswear industry.
• The competition between Adidas and Puma has driven innovation and growth in the industry.
• Adidas reported a total revenue of €21.915 billion in 2018, and it has a significant market share in the sportswear industry.
• The sportswear industry is dominated by Nike, Adidas, and Puma, which constantly compete for market share and consumer attention.
• Adidas vs. Puma is a legendary rivalry in the sportswear industry. Both brands have a rich history and heritage.

The Early Days of the Dassler Family Business

In 1924, Adolf and Rudolf Dassler started their business. This was the start of their journey in sports footwear. Their company, Gebrüder Dassler Schuhfabrik, quickly became successful. This was thanks to their innovative designs and high-quality products.

The Dassler brothers focused on making sports shoes early on. This helped them succeed. By 1926, they were making about 100 pairs of shoes every day. The 1928 and 1932 Olympics in Los Angeles also helped their business grow.

• 1924: The Dassler brothers founded Gebrüder Dassler Schuhfabrik.
• 1926: The company produced around 100 pairs of shoes per day.
• 1928: German athletes participated in the Olympics, increasing demand for Dassler shoes.

The Dassler brothers’ dedication to quality and innovation set them up for success. They became leaders in the sports footwear industry.

Rudolf and Adolf Dassler: Brothers in Business

The relationship between Rudolf and Adolf Dassler was complex. Adolf focused on design and innovation. Rudolf, on the other hand, was all about sales and marketing. Their different approaches often led to conflicts, shaping their company’s future.

As brothers in business, Rudolf and Adolf Dassler shared a love for sports and innovation. But their distinct personalities and business styles affected their relationship and company direction. Their differences eventually led to the birth of two sportswear giants: Adidas and Puma.

The following are key aspects of the Dassler brothers’ relationship and business:

• Different personalities and approaches to business
• A shared passion for sports and innovation
• Conflicts and tensions in their relationship
• The eventual creation of Adidas and Puma as separate companies

Rudolf and Adolf Dassler, as brothers in business, had a big impact on the sportswear industry. Their story is a great example of how personal relationships and business partnerships shape companies and industries.

Company	Founder	Year Founded
Adidas	Adolf Dassler	1949
Puma	Rudolf Dassler	1948

World War II’s Impact on the Dassler Family

The start of World War II changed the Dassler family’s business life. Adolf and Rudolf Dassler worked in the war effort. This led to the end of their partnership.

Their factory made military gear like anti-tank missiles and boots for the German army. This was a big change for them.

The brothers had different roles in the war. These tensions grew and eventually split them. This split led to Adidas and Puma.

The war’s impact was huge for the Dassler family. It changed their business and personal lives. The split in 1948 started a new chapter for them.

They went on to create two famous sportswear brands. Adidas and Puma are now known worldwide.

The Brothers’ Military Service

Adolf and Rudolf Dassler’s military service ended their partnership. Their war experiences added to the tension between them. This tension led to the creation of Adidas and Puma.

The Famous Split: Adidas vs. Puma – The Dassler Brothers’ Feud

The famous split between the Dassler brothers was a big deal in sportswear history. It happened during World War II and led to Adidas and Puma. This change affected the sportswear world and Herzogenaurach a lot.

The brothers’ different ways and personalities led to the split. After the war, their disagreements grew. This led to the Adidas vs. Puma rivalry that changed the sportswear industry for years.

• Adidas reported sales of €23.6 billion in 2022, a 3% increase from 2021.
• Puma’s revenue for the same year was €6.8 billion, marking an 18% increase compared to the previous year.

The famous split between the Dassler brothers is a legendary story in sportswear. Adidas and Puma keep innovating and competing. Their rivalry has driven growth and innovation, benefiting everyone and shaping the industry today.

Brand	Revenue (2022)	Market Share
Adidas	€23.6 billion	15%
Puma	€6.8 billion	7%

Adolf Dassler and the Creation of Adidas

After splitting with his brother, Adolf Dassler started Adidas. This company became known for top-notch sports shoes. The Adidas creation was thanks to Adolf’s new way of designing shoes and his dedication to quality materials.

Adidas’ success was also due to its unique look, the three stripes. This design made the brand stand out. Adolf’s drive for innovation and quality made Adidas a leader in sports shoes.

Some key moments for Adidas include:

• Introduction of the first multi-studded soccer shoe in 1957
• Introduction of screw-studded soccer shoes at the World Soccer Championships in 1954
• Purchase of the 3-stripe trademark for €1,600 and two bottles of whisky in 1952

Under Adolf Dassler, Adidas grew a lot. It became a big name in sports shoes worldwide. Today, Adidas is a top brand, thanks to Adolf’s vision and creativity.

Year	Revenue	Operating Profit
2018	€21.915 billion	€2.368 billion

Rudolf Dassler and the Evolution of Puma

Rudolf Dassler started Puma in 1948 after a split with his brother Adolf (Adi) Dassler, who began Adidas. This was the start of Puma’s journey. Rudolf aimed to grow the brand through new marketing ideas and partnerships with athletes.

Some key moments in Puma’s growth include:

• Introduction of the Formstrip logo, which helped the brand succeed
• Partnerships with top athletes, like sprinter Usain Bolt
• Growing the e-commerce business, making up about 30% of sales in 2023

Now, Puma is a top sports brand, with a 5.5% share of the global sportswear market. The company made about €6.7 billion in 2023, a 15% jump from the year before.

Rudolf Dassler’s vision and hard work show in Puma’s success. With its long history, new products, and smart marketing, Puma remains a key player in the sportswear world.

Year	Revenue (€ billion)	Market Share (%)
2023	6.7	5.5
2022	5.8	5.2

The Town Divide: Herzogenaurach’s Tale of Two Companies

The town of Herzogenaurach was forever changed by the split of the Dassler brothers. This led to a town divide that still exists today. The feud between Adidas and Puma has become a big part of the town’s culture. People often say they support either Adidas or Puma.

In Herzogenaurach’s heart, the two companies are a way of life. Many families have ties to one or both of them. The town divide is not just about the companies. It’s about the people and their loyalty to one brand over the other.

Herzogenaurach has become a unique town. Its history and culture are deeply rooted in the sportswear industry.

Some key facts about the town divide in Herzogenaurach include:

• The town is home to both Adidas and Puma, with both companies having their headquarters and main manufacturing facilities there.
• The town has a population of around 23,000, and many families have ties to one or both of the companies.
• The town’s economy is heavily reliant on the sportswear industry, with both Adidas and Puma being major employers in the area.

Despite the town divide, Herzogenaurach remains a thriving town. It has a strong sense of community and a rich history. The town’s unique culture and history make it a fascinating place to visit. Many tourists come to learn more about the sportswear industry and the famous feud between Adidas and Puma.

Global Impact and Market Competition

Adidas and Puma have made a big global impact on the sportswear market. They have grown internationally and compete fiercely for market competition. Adidas has about 20% of the global sportswear market, while Puma has around 6%.

Their success comes from expanding globally. Adidas has over 3,000 stores worldwide, and Puma has about 800. In the U.S., Adidas has 12% market share, and Puma has 3%.

The following table highlights the global presence of Adidas and Puma:

Company	Global Market Share	Retail Locations
Adidas	20%	3,000+
Puma	6%	800+

Both companies keep innovating and competing in the global impact and market competition. They focus on signature products and innovations to drive their success.

Modern Era: Beyond the Brothers

In the modern era, Adidas and Puma have grown a lot. They now offer more products and reach new markets. Adidas made about €21.2 billion in 2022, and Puma made around €5.5 billion.

These companies have changed a lot. They’ve made new partnerships, sponsored athletes, and invested in technology. Adidas works with famous athletes to boost its brand. Puma teams up with fashion designers for stylish products.

• Adidas market share in the global sportswear market: approximately 21% as of 2023
• Puma’s market share in the global sportswear market: approximately 6% as of 2023
• Number of countries where Adidas products are sold: over 160
• Number of countries where Puma products are sold: over 120

Adidas and Puma are now top sportswear brands worldwide. They’ve kept up with market changes and what people want. This has helped them succeed.

Brand	Market Share	Revenue (2022)
Adidas	21%	€21.2 billion
Puma	6%	€5.5 billion

Cultural Impact and Sports Heritage

Adidas and Puma have greatly influenced the sportswear world. They have shaped sports heritage with their iconic products and creative marketing. These efforts have made them key players in sports culture.

Their mark is seen everywhere in sports, from pro athletes to fans. Adidas teamed up with Kanye West, boosting its brand. Puma worked with Rihanna, strengthening its identity.

Some key aspects of their cultural impact include:

• Iconic products, such as Adidas’s Superstar shoes and Puma’s Suede sneakers, which have become staples in sports fashion
• Innovative marketing strategies, such as Adidas’s “Impossible is Nothing” campaign and Puma’s “Forever Faster” slogan
• Partnerships with popular athletes and influencers, which have helped to increase brand visibility and appeal to a wider audience

Adidas and Puma have left a lasting cultural impact on the sportswear industry. Their contributions to sports heritage are still felt today.

Current Market Position and Future Outlook

Adidas and Puma are at the top in the sportswear market. Adidas has about 11% of the global market share. Puma has around 7%. Adidas made €21.2 billion in 2022, while Puma made €6.8 billion.

The future looks bright for both companies. The global sportswear market is expected to grow 7.5% yearly from 2021 to 2026. Adidas and Puma are working on being more sustainable. Adidas wants to make 25% more sustainable products. Puma aims to cut its carbon emissions by 35% by 2030.

Some important points about their current and future status are:

• Adidas’ online sales grew by 40% in 2022
• Puma is focusing more on sustainable practices, aiming to cut carbon emissions by 35% by 2030
• Adidas plans to introduce a new eco-friendly product line, aiming for a 25% increase in sustainable goods

Adidas and Puma are set for success in the sportswear market. They have a strong current position and a bright future ahead.

Conclusion: A Rivalry That Shaped the Sportswear Industry

The feud between the Dassler brothers has changed the sportswear world. Their rivalry pushed for new ideas, fierce competition, and growth worldwide. This has shaped the industry for many years.

Now, Adidas and Puma are big names in the market. Adidas made $5.661 billion in Q1 2023. Puma hit its highest sales and profit in 2022. Other big names like Nike, ASICS, and Fila have also grown, adding to the rivalry’s impact.

The Dassler brothers’ fight has made the sportswear world more innovative and loyal. Their legacy shows how important entrepreneurship, brand identity, and striving for the best are. This rivalry has left a lasting mark on the sportswear industry.