The history of Puma and Adidas originally intrigued me because of these brands’ popularity around the world. Puma and Adidas first started during World War II. The two companies involve the personal and business rivalry between two brothers, Adolf Dassler and Rudolf Dassler.
Before the war, the Dassler brothers jointly operated a successful sports shoe company called Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in Herzogenaurach, Germany. They were known for manufacturing innovative athletic footwear and had gained a reputation in the sports community.
However, as World War II began, the relationship between Adolf and Rudolf deteriorated, leading to a permanent split. The exact reasons for their falling out are not entirely clear, but it is believed to be a combination of personal conflicts and differing political ideologies. Adolf, who was known as Adi, continued the business and renamed it “Adidas” by combining his nickname and the first three letters of his last name. He focused on developing new sports shoes and, despite the war’s challenges, managed to keep the company running.
Rudolf, on the other hand, started his own sports shoe company called “Ruda.” Later, he changed the name to “Puma,” derived from the Latin word for a large cat. Puma initially faced difficulties because of the war and struggled to find materials for production. During the war, both companies were involved in producing footwear for the German military. They supplied shoes to the troops, and it is believed that the Dassler brothers had personal connections that allowed them to secure contracts for their respective companies.
There are various stories and rumors regarding the Dassler brothers’ involvement with the Nazi Party during the war, but concrete evidence is limited. It is known that both brothers were members of the Nazi Party. At the same, Adi was rumored to have been a sponsor of Jesse Owens, who was African American, during the 1936 Berlin Olympics, contradicting the Nazis’ racist ideology. After the war, the Dassler brothers’ rivalry continued, and their competing companies became major players in the global sports industry. Adidas and Puma both experienced significant growth and success, eventually becoming two of the world’s leading sportswear brands.
The history of Puma and Adidas during World War II reflects the personal animosity between the Dassler brothers and their subsequent split, leading to the establishment of two iconic sports brands. While the war played a role in their business activities, it is important to note how the
conflicts between the brothers had deeper personal roots.
