Adidas - How the rivalry with Puma shaped the brand's identity
Editorial Max
Publisher: Publishdrive
Summary
Adidas Origins and Historical ContextThe story of Adidas begins in a small town in Germany calledHerzogenaurach , a place that, despite its modest size, played amonumental role in the creation of two of the world's biggest sports brands:Adidas and Puma. To understand how this rivalry shaped Adidas' identity,it is essential to explore its origins and the historical context thatsurrounded it.At the beginning of the 20th century, Adolf Dassler, better known as AdiDassler, began making handmade shoes in his home. He was passionateabout sports and had a clear vision: to create shoes that would improve theperformance of athletes. In 1924, he founded Gebrüder DasslerSchuhfabrik (Dassler Brothers Shoe Factory) together with his brotherRudolf Dassler. Together, they began producing high-quality sports shoesthat quickly gained popularity among local athletes.The company’s early success was driven by innovation. Adi Dassler was anatural inventor, always looking for ways to improve his products. One ofthe brand’s early milestones was the development of shoes with removablestuds, which allowed athletes to adjust traction based on terrain conditions.This innovation was widely adopted by elite runners of the time and helpedcement Dassler’s reputation as a brand of excellence in the sport.However, success did not come without challenges. The 1930s weremarked by political and economic turmoil in Germany, with the rise of theNazi regime. During this period, the Dassler brothers faced externalpressures that would ultimately have a profound impact on the company'sfuture. Despite these difficulties, Dassler continued to grow, sponsoringathletes and participating in international sporting events.The relationship between Adi and Rudolf, however, began to deteriorate.Differences in personality and business acumen became increasinglyevident. While Adi was meticulous and focused on product quality, Rudolfwas more ambitious and interested in rapidly expanding the brand. Thesedifferences culminated in an irreparable rift during World War II, when bothserved in the German army and had experiences that further widened therift between them.After the war, the feud between the brothers reached breaking point. In1948, Adi founded Adidas, while Rudolf founded Puma. The split not onlydivided the family, but also the town of Herzogenaurach , which becameknown as "the divided town". Residents chose sides, and the rivalrybetween the two companies became an inseparable part of local culture.This split had a lasting impact on Adidas' identity. From the beginning, thebrand was associated with technical innovation and a commitment tosporting performance, values that reflected Adi Dassler's vision. At thesame time, rivalry with Puma forced Adidas to differentiate itself, constantlylooking for new ways to stand out in the competitive market.Practical Example: Adidas' First Sports SponsorshipA practical example of Adi Dassler’s vision can be seen in his sponsorshipof athlete Jesse Owens at the 1936 Berlin Olympics. At the time, Owens,an African-American athlete, faced racial prejudice in both the UnitedStates and Nazi Germany. Despite this, Adi saw Owens’ potential andprovided him with custom-made footwear to compete in. Wearing Dasslershoes, Owens won four gold medals, becoming a symbol of enduranceand athletic excellence. This sponsorship not only raised the brand’sprofile, but also reinforced Adidas’ commitment to equality and athleticperformance, principles that continue to shape its identity to this day.
Available since: 09/02/2025.
Print length: 72 pages.
