Adidas: How the rivalry with Puma shaped the brand's identity

Adidas Origins and Historical Context The story of Adidas begins in a small town in Germany called Herzogenaurach , a place that, despite its modest size, played a monumental 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 that surrounded it. At the beginning of the 20th century, Adolf Dassler, better known as Adi Dassler, began making handmade shoes in his home. He was passionate about sports and had a clear vision: to create shoes that would improve the performance of athletes. In 1924, he founded Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) together with his brother Rudolf Dassler. Together, they began producing high-quality sports shoes that quickly gained popularity among local athletes. The company's early success was driven by innovation. Adi Dassler was a natural inventor, always looking for ways to improve his products. One of the brand's early milestones was the development of shoes with removable studs, which allowed athletes to adjust traction based on terrain conditions. This innovation was widely adopted by elite runners of the time and helped cement Dassler's reputation as a brand of excellence in the sport. However, success did not come without challenges. The 1930s were marked by political and economic turmoil in Germany, with the rise of the Nazi regime. During this period, the Dassler brothers faced external pressures that would ultimately have a profound impact on the company's future. Despite these difficulties, Dassler continued to grow, sponsoring athletes and participating in international sporting events. The relationship between Adi and Rudolf, however, began to deteriorate. Differences in personality and business acumen became increasingly evident. While Adi was meticulous and focused on product quality, Rudolf was more ambitious and interested in rapidly expanding the brand. These differences culminated in an irreparable rift during World War II, when both served in the German army and had experiences that further widened the rift between them. After the war, the feud between the brothers reached breaking point. In 1948, Adi founded Adidas, while Rudolf founded Puma. The split not only divided the family, but also the town of Herzogenaurach , which became known as "the divided town". Residents chose sides, and the rivalry between the two companies became an inseparable part of local culture. This split had a lasting impact on Adidas' identity. From the beginning, the brand was associated with technical innovation and a commitment to sporting performance, values that reflected Adi Dassler's vision. At the same time, rivalry with Puma forced Adidas to differentiate itself, constantly looking for new ways to stand out in the competitive market. Practical Example: Adidas' First Sports Sponsorship A practical example of Adi Dassler's vision can be seen in his sponsorship of athlete Jesse Owens at the 1936 Berlin Olympics. At the time, Owens, an African-American athlete, faced racial prejudice in both the United States and Nazi Germany. Despite this, Adi saw Owens' potential and provided him with custom-made footwear to compete in. Wearing Dassler shoes, Owens won four gold medals, becoming a symbol of endurance and athletic excellence. This sponsorship not only raised the brand's profile, but also reinforced Adidas' commitment to equality and athletic performance, principles that continue to shape its identity to this day.