In the quiet German town of Herzogenaurach, two brothers shared a vision. Adolf “Adi” Dassler and Rudolf Dassler started their journey in the 1920s by crafting athletic shoes in their mother’s laundry room. With hard work and attention to detail, the Dassler Brothers Shoe Factory quickly gained recognition. Their breakthrough came during the 1936 Berlin Olympics when Jesse Owens won four gold medals wearing Dassler shoes. It was a global spotlight moment that put their brand on the map.

What began as a united family mission, however, would soon unravel into one of the most famous splits in business history.

War, Wives, and Whispers: The Rift Begins

Though their business thrived, the personal relationship between the brothers became strained. Tensions built up behind the scenes, and several factors contributed to their fallout. One source of conflict was between their wives, who reportedly did not get along but were forced to live under the same roof due to the family’s arrangement. Over time, those domestic disputes bled into the business.

But it was World War II that brought things to a boiling point. During the later years of the war, Rudolf was drafted into the German army. He later suspected that Adi may have played a role in his conscription whether out of jealousy or ambition. Whether this was true or not, the suspicion fueled a complete breakdown in trust. After the war ended, so did their partnership.

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The Great Split of 1948

By 1948, the Dassler brothers had gone their separate ways both personally and professionally. Adi took one path, combining his nickname with part of the family name to create Adidas. Rudolf initially named his new company Ruda, but later changed it to something more dynamic: Puma.

Thus, from one family came two of the biggest sportswear empires in the world.

But the split wasn’t just about two rival companies. It cut through the heart of Herzogenaurach itself.

A Town Divided by Shoes

Herzogenaurach became a town split not by politics or religion but by sneakers. Adidas set up shop on one side of the river, Puma on the other. Employees, families, and even local businesses took sides. People would glance at your shoes before deciding whether to speak to you. The divide was so pronounced that the town earned a nickname: “The town of bent necks.”

In some families, one sibling would work for Adidas while the other worked for Puma and they wouldn’t speak at the dinner table. Marrying someone from the “wrong” side was frowned upon. It was a rivalry that transcended business and became cultural.

From Rivalry to Global Success

Despite the tension, both Adidas and Puma thrived. Adidas became known for its innovative designs and partnerships with global athletes and sports teams. Puma focused on sleek performance and style, gaining traction in both athletic and fashion circles.

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Over time, the family feud faded into history, but the rivalry between the brands continued. Even long after the deaths of the Dassler brothers, Adidas and Puma competed fiercely in the market on soccer fields, basketball courts, and urban streets around the globe.

Legacy Beyond the Laces

Today, Herzogenaurach has moved on. The town no longer sees residents glancing at shoes before starting a conversation. In fact, in 2009, Adidas and Puma even organized a friendly soccer match between their employees symbolizing a truce of sorts, decades after the original feud.

Still, the story of the Dassler brothers serves as a fascinating example of how passion, pride, and personal conflict can shape global brands. Their journey reminds us that behind every famous logo is a very human story.

And next time you slip on a pair of sneakers whether they’re three-striped Adidas or sleek Pumas remember that they both started in the same small town, from the same family, and from the same dream.