0:02 Adidas and Puma are two of the world's
0:05 most iconic sports brands and yet
0:08 they're both based in this tiny town in
0:10 Germany that's because these two
0:13 companies share a very controversial
0:16 history filled with betrayal sabotage
0:20 and a sibling rivalry like no other
0:23 Adolf and Rudolph dazla were brothers
0:25 but they ended up starting rival shoe
0:27 companies and becoming bitter
0:30 enemies the history of Adidas and Puma
0:32 was like a lifelong chess match where
0:34 both brothers stopped at nothing to try
0:37 and destroy the other even to this day
0:39 their family feud still divides the
0:41 entire town where they were born with
0:44 one half backing Adidas and the other backing
0:46 backing
0:51 Puma this is a story of Lies secrets and
0:54 Corruption it spans two world wars and
0:56 uncovers how the founders joined the
0:58 Nazi party and produced weapons for
1:00 Hitler's Army
1:03 two brothers Bound by Blood but driven
1:07 apart by greed and ambition this is the
1:24 [Music]
1:28 puma in 1898 Rudolph dasler known as
1:31 Rudy was born into a poor family just
1:33 two years later his brother Adolf was
1:36 born known as Addie and it's fair to say
1:39 it was a difficult childhood for the two
1:41 brothers they lived in a tiny town in
1:43 Germany that was known for its Sho
1:46 making factories their father worked at
1:47 one of these but he didn't earn enough
1:50 money to support the whole family so
1:51 their mother ran a laundry business on
1:53 the side she would clean people's
1:55 clothes and then Rudy and Addie would
1:58 deliver them all around town and so they
2:00 quickly became known as the LA
2:03 boys however both boys were later
2:05 drafted into the German Army to fight in
2:07 the first world war and by the time they
2:09 returned home their mother's laundry
2:13 business had lost every customer the war
2:15 had destroyed Germany's economy and the
2:18 situation looked leak but this time it
2:20 was Addie who came up with a business
2:23 idea to try and help his family survive
2:25 Addie had always been interested in
2:27 athletics and for many years he'd wanted
2:29 to follow in his Father's Footsteps as a Shoemaker
2:31 Shoemaker
2:33 you see at the time people typically
2:35 didn't have specific shoes for different
2:37 events so Addy figured that if he
2:39 created Spike shoes specifically for
2:42 running it would give athletes a huge
2:45 advantage and thus Addy decided to turn
2:46 his mother's laundry shed into a
2:49 workshop for making his own shoes there
2:52 were a few major obstacles in the way
2:54 though Addy didn't have any money or
2:57 materials and the war had knocked out
3:00 the electricity grids of the town
3:02 however that didn't stop him instead of
3:04 buying the materials he needed to make
3:07 the shoes Addy spent days scouring old
3:09 battlefields for whatever materials he
3:11 could find he used strips of leather
3:14 from helmets string from broken
3:16 parachutes and basically anything he
3:19 could find to make shoes with to make up
3:21 for the lack of electricity Addy got
3:23 creative he attached a leather trimmer
3:25 to a bicycle wheel and got one of his
3:26 friends the pedal to give him the power
3:30 he needed thanks to add's improvisation
3:31 he was able to make shoes that were
3:33 surprisingly durable and they became
3:36 popular in his town he also became
3:39 obsessed over every detail of the shoes
3:40 and experimented with all different
3:42 materials and
3:44 Designs it was clear his business had
3:47 potential for expansion and so Addy's
3:49 brother Rudy decided to quit his job and
3:52 come work with Addie Rudy was much more
3:54 extroverted and carismatic than his
3:57 brother so he would focus on sales
3:59 meanwhile Addy loved Sports and was a
4:01 perfection with the designs so he would
4:04 focus on manufacturing the shoes and
4:06 thus it seemed like together they would
4:09 make a great team so in 1924 they
4:11 officially started the dazla brothers
4:14 sport shoe factory of course nobody
4:16 could have predicted that this joint
4:18 venture would tear the family apart and
4:34 [Music]
4:36 Rudy pitched dazzler shoes to every
4:39 Sports Club he could find in Germany
4:41 sales quickly increased which allowed
4:42 the brothers to move out of their
4:44 family's cramped laundry shed and into a
4:46 new Factory with better equipment and
4:48 more employees now they could make
4:51 higher quality shoes and also expand
4:53 into football boots which was good
4:55 timing as football was rapidly growing
4:58 in popularity across the country Rudy
5:00 gave away free pairs to many footb clubs
5:02 knowing that once they saw the quality
5:04 they'd want more and so business was
5:06 going well for the brothers Addie kept
5:08 improving the quality of his shoes and
5:11 Rudy kept selling them out but then
5:14 Hitler Rose to power and nothing would
5:15 ever be the
5:18 same the Nazis began heavily promoting
5:20 Sports and Physical Fitness as a way to
5:22 Foster the German People's National
5:25 Pride or prepare them for war this led
5:27 to an unprecedented amount of demand for
5:30 sport shoes and the dazzla brothers were
5:32 there to profit from it both Addie and
5:34 Rudy also officially joined the Nazi
5:37 party some may say this was a necessity
5:38 at the time if you wanted to run a
5:41 business in Germany but there does seem
5:42 to be evidence that they were both
5:45 genuine supporters of Hitler Rudy was
5:47 actually quite vocal about his strong
5:49 political opinions in support of the
5:52 Nazis and while Addie was less vocal he
5:54 was heavily involved in the Hitler Youth
5:56 either way there's no doubt their sport
5:59 shoe business massively benefited from
6:00 the Nazi
6:02 regime but their biggest breakthrough of
6:03 all was in
6:06 1936 when Germany hosted the Olympic
6:09 Games this was the first ever Olympics
6:12 to be televised and so the brothers
6:13 realized it was a golden marketing
6:16 opportunity if they could get Olympic
6:18 athletes wearing their shoes it would be
6:20 the perfect advertisement and there was
6:22 one athlete in particular they wanted to
6:25 wear their shoes Jesse Owens an
6:27 African-American who is one of the most
6:30 popular athletes in the world however
6:33 sponsoring Jesse Owens was a dangerous
6:35 move Hitler saw the Olympics as a way to
6:37 demonstrate to the world what he
6:39 believed was the superiority of the
6:41 German race and so having a black
6:43 athlete win would go completely against
6:46 what Hitler wanted and thus the dazza
6:47 brothers being seen to support Jesse
6:51 Owens was undoubtedly risky but Addy was
6:53 determined to do so and went to find
6:55 Jesse Owens at the Olympic Village after
6:57 a brief conversation he showed him his
6:59 personalized running shoes and Jesse
7:01 accepted the gift and agreed to wear the
7:04 shoes during the Olympics you see back
7:06 then things were different athletes were
7:08 just happy to be gifted great shoes for
7:10 free and didn't expect any additional
7:12 compensation for wearing them Jesse
7:15 Owens went on to win four gold medals at
7:17 the Berlin Olympic Games whilst wearing
7:20 dazla shoes Hitler was of course Furious
7:22 as this went completely against the
7:23 propaganda he was trying to push of the
7:26 Aryan race being supreme but this was
7:28 undoubtedly an incredible promotion for
7:30 the brothers as the best athlete at the
7:33 Olympics was wearing their shoes thanks
7:35 to this publicity the brothers soon
7:37 started to receive orders from all over
7:39 the world on the surface everything
7:41 looked great for their
7:44 company however behind the scenes
7:46 tensions had started to grow between the
7:48 two brothers and the aftermath of the
7:50 Olympics would be the beginning of the end
8:03 [Music]
8:05 the dazzler Factory was busier than ever
8:07 before but the brothers couldn't agree
8:10 on how to handle this as the stress of
8:11 the business increased so did the
8:14 tensions between the brothers Rudy felt
8:16 the business would be nothing without
8:18 his sales efforts well Addy felt the
8:20 business would be nothing without his
8:23 product and things got more heated after
8:25 World War II broke out as every business
8:27 was expected to contribute to the war
8:30 effort so the dazzer shu became a
8:32 manufacturer of boots and weapons for Nazi
8:33 Nazi
8:36 soldiers Rudy saw this as a threat
8:39 because during the war Addie was clearly
8:41 in charge he was the one who knew about
8:43 manufacturing and Rudy became paranoid
8:45 that Addie was pushing him out of the
8:49 business this led to a lot of fights but
8:50 to make things worse the brothers had
8:53 invested in a property together so they
8:55 were both living in the same house along
8:57 with their wives and children and thus
8:58 they were spending almost all of their
9:01 time together and started arguing more
9:03 than ever one night when Allied bombs
9:05 were being dropped on Germany Addy and
9:07 his wife went down to the basement for
9:10 shelter when he saw Rudy and his wife
9:12 already down there he said the bastards
9:16 are back again now Addie said he was
9:17 referring to the Allies who were
9:19 currently dropping bombs on them but
9:21 Rudy was convinced that add's comments
9:24 had been directed to him and his wife
9:25 when the family came out of that
9:28 basement Rudy and Addie could no longer
9:31 stand each other soon after Rudy was
9:33 called up to the Army whilst Addy was
9:34 allowed to stay behind to operate the
9:37 factory which was now producing tank
9:40 parts but while on the front lines Rudy
9:42 became more convinced that Addie wanted
9:45 to take over the company for himself so
9:47 he sent a letter saying he didn't feel
9:49 Addie had the character to lead the
9:51 company and Rudy demanded his wife be
9:53 his representative while he was away
9:56 with the Army but Addy refused the
9:58 hatred between the brothers became so
10:00 intense that Rudy reported Addy to the
10:02 Nazi authorities claiming that he was
10:04 hoarding leather that should have been
10:07 used for the war effort as a result Addy
10:09 was briefly held and
10:12 interrogated after the war ended the
10:14 process of dentification began where the
10:17 Americans took German people to trial to
10:18 find out if they committed any crimes
10:22 during the war Rudy was imprisoned due
10:23 to suspicions of his heavy involvement
10:26 in the Nazi regime and he spent a year
10:28 in a prisoner of war camp during this
10:30 time he he grew bitter that his brother
10:33 wasn't doing anything to help him get
10:36 released in fact the Americans later
10:38 revealed that Rudy's arrest had been
10:40 because of a tip off they received and
10:42 so Rudy was convinced it was Addie who
10:44 had turned him into the Americans to get
10:47 rid of him when Rudy was finally
10:48 released from prison Adib was going
10:50 through his own trial where he was
10:52 suspected of war
10:54 profiteering and Rudy didn't miss the
10:58 chance to testify against him of course
11:00 Addy denied everything and eventually
11:02 both brothers were cleared but after
11:04 everything that had happened they were
11:07 no longer Brothers they were sworn
11:09 enemies there were even rumors of an
11:12 alleged Affair between Rudy and Addy's
11:14 wife and this is the problem there were
11:17 so many allegations it's hard to know
11:19 exactly what's true what we do know for
11:21 sure is that after all the fights and
11:23 betrayals the brothers couldn't stand
11:25 each other and there was no way they
11:28 could work together and thus in 1948
11:31 after months of bitter negotiations Rudy
11:33 and Addie split the company's assets and
11:36 registered two separate companies Adidas and
11:37 and
11:40 puma and with both brothers fueled by
11:42 Revenge they would spend the rest of
11:44 their lives sabotaging each other's businesses
11:59 [Music]
12:01 to name his company Addy used his
12:03 nickname Addie and combined it with the
12:05 first half of his surname dazla
12:07 depending on where you're from you may
12:10 pronounce it Adidas or personally I've
12:13 always heard Adidas as for Rudy he was
12:15 also going to name his company after
12:18 himself so he initially called it Ruda
12:20 but after a few weeks he decided to
12:23 change it to the name we all know Puma
12:25 he thought it sounded better and said
12:27 athletes wanted to be like a puma again
12:29 depending on where you're from you may
12:32 say puma or Puma either way dividing one
12:34 company into two different companies was
12:37 a messy process the employees had to
12:39 choose which new company to go work for
12:41 most of the technical staff went with
12:43 Addie and most of the sales staff went
12:46 with Rudy but this had a strange effect
12:47 on their small
12:49 Hometown the town where both Addy and
12:51 Rudy lived was split down the middle by
12:54 a river and so once Addy and Rudy split
12:56 into two separate companies Adidas was
12:59 on one side and Puma was on the other
13:01 and from that point on the town was
13:04 forever divided Adidas and Puma quickly
13:06 became the largest employers on their
13:08 respective sides of the river and so
13:10 they developed their own semi-isolated
13:12 communities each side had their own
13:14 school so the kids of parents who worked
13:16 for Adidas went to one school and kids
13:18 of parents who worked for Puma went to
13:21 another it was also highly frowned upon
13:23 to date people from the other side of
13:25 town and rival gangs even formed based
13:28 on the shoes it was practically a crime
13:30 to be wearing Puma on the Adidas side of
13:33 town and vice versa eventually the
13:35 brother's Hometown became known as the
13:38 town of bent necks because people were
13:39 always looking down to see what shoes
13:41 people were wearing so they knew whether
13:44 to speak to them or not the only person
13:46 who didn't pick aside was the mayor who
13:48 at official events wore one shoe from
13:51 Adidas and one from Puma to ensure both
13:53 Brands were represented at first though
13:55 it would have been hard to tell Adidas
13:57 and Puma shoes apart because they looked
13:59 pretty much the same
14:01 however one of the techniques Addy used
14:03 to make running shoes more stable was to
14:06 add three leather stripes on their sides
14:09 so in 1949 Addie started painting these
14:11 leather stripes white which instantly
14:14 made his shoe stand out and people loved
14:16 the look now that Adidas and Puma shoes
14:19 look different both Rudy and Addie were
14:20 determined to become the dominant Sports
14:24 shoe manufacturer in Germany and a huge
14:39 [Music]
14:40 Germany was getting ready for their
14:43 first World Cup since the war Rudy
14:44 personally knew the national team's
14:46 coach and so he tried to strike a deal
14:48 with him to ensure the German team wore
14:51 Puma boots during the World Cup however
14:53 they couldn't agree on payment terms
14:55 Rudy was convinced the manager would
14:58 back down eventually but this completely
15:00 backfired as the manager struck a deal
15:02 with Addie instead and so the German
15:05 team wore Adidas shoes at first though
15:07 the German team seemed to be having a
15:10 tough time and so expectations were low
15:12 but then to everyone's surprise they
15:15 somehow made it all the way to the final
15:16 this would surely be where their luck
15:17 would end though as they were playing
15:19 hungry who hadn't lost a match in 4
15:22 years right before the game began though
15:24 it started to rain and that was
15:27 excellent news you see the boots Addy
15:29 had custom designed for the German
15:31 players could be adjusted by screwing in
15:33 studs at the bottom he called These
15:36 Boots adjustable cleats and they gave
15:38 Germany's players a much better grip
15:41 when the grass was wet still the finals
15:42 started out badly for Germany as they
15:45 were two goals down but as the pitch got
15:47 muddier and muddier hungary's players
15:49 started slipping while Germany's players
15:51 were running around perfectly well
15:53 thanks to their adjustable cleats soon
15:55 enough Germany scored a first goal then
15:57 a second and in the final minutes of the
15:59 game they took the lead it was an
16:01 extremely unlikely victory for West
16:04 Germany which fans described as a
16:07 miracle for the first time since the war
16:08 the people of Germany had something to
16:10 feel proud of it was one of the
16:12 country's most uplifting cultural
16:14 moments and since the team had won
16:16 wearing Adidas shoes it turned Addie
16:19 into a sort of national hero Adidas had
16:23 a massive explosion of demand meanwhile
16:25 Rudy was devastated that he' missed a
16:27 golden opportunity to promote his
16:29 company tensions increased fur further 2
16:31 years later during the Melbourne
16:33 Olympics Puma's shipment of shoes
16:35 mysteriously didn't get cleared by
16:38 Customs but Adidas's shipment did rumors
16:40 swirled that Customs officers had been
16:42 bribed by Adidas not to let Puma's
16:44 shipment through so that the majority of
16:47 athletes would wear Adidas shoes instead
16:49 Rudy was Furious that Adidas was getting
16:51 the spotlight and over the next few
16:54 years Adidas and Puma would try to outdo
16:56 each other at every
16:58 opportunity Rudy and Addie's Revenge
17:01 driven Feud LED them to aggressively
17:03 expand their businesses both companies
17:05 started selling their shoes abroad and
17:06 then they also started selling other
17:09 products like shorts socks and sneakers
17:11 whatever one company did so did the
17:14 other and with both companies expanding
17:16 rapidly the two brothers enlisted their
17:19 sons to help them so Addy's son named H
17:22 started making decisions for Adidas and
17:24 Rudy's son named Armen started making
17:27 decisions for Puma with a new generation
17:29 of dazzlers you may think the family
17:32 drama would have cooled down but instead
17:35 it was the opposite very soon the Suns
17:37 would have their own reasons to hate each
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18:59 [Music]
19:01 both companies became involved in a
19:03 sponsorship race to make deals with the
19:05 best athletes they would spend huge
19:07 amounts of money whining and dining the
19:09 biggest stars to try and get them to
19:12 wear their shoes however this soon got
19:15 out of hand for the 1968 Olympics H and
19:17 Armen had wasted endless amounts of
19:19 money by getting into bidding wars
19:21 against each other to sponsor certain
19:24 athletes this massively drove up their
19:27 costs and decimated their profits so
19:30 before the 197 World Cup in Mexico they
19:33 made a secret PCT you see at the time
19:35 there was one athlete who they were both
19:38 dying to sign Pelle Pelle wasn't just
19:40 another football player he was seen as
19:42 the most talented player in the world
19:45 since he was world famous signing Pelle
19:46 would have been a GameChanger for either
19:49 Adidas or Puma but HST and Armen knew
19:51 that if either of them tried the other
19:53 would just make a better offer and they
19:55 would keep outbidding each other until
19:57 they burned all their cash so an
19:59 agreement was made that that Adidas or
20:02 Puma would sponsor Pelle he was strictly
20:05 off limits so you can imagine the shock
20:07 and rage from the Adidas team when they
20:10 turned on the World Cup quarterfinals to
20:13 see Pelle wearing a pair of Puma shoes
20:15 as the teams got into position for the
20:17 opening whistle every camera was pointed
20:20 at Pelle and right before the game began
20:21 Pelle asked the referee to stop for a
20:24 moment he then knelt down and tied his
20:27 shoelaces for those few seconds Puma
20:29 dominated millions of television screens
20:32 all across the world without Adidas
20:34 knowing Puma had signed Pelle in a deal
20:36 worth over
20:39 $125,000 and getting him to stop the
20:41 game to tie his laces was literally the
20:44 perfect advertising Pelle went on to
20:46 lead Brazil to victory in the World Cup
20:48 which elevated Puma's Global standing
20:50 and made their boots Global bestsellers
20:53 for years to come obviously H was
20:56 Furious that Armen had broken their pact
20:58 the dazla feud was back on and stronger
21:01 than than ever meanwhile Addy and Rudy
21:03 were now in their 70s they still hadn't
21:06 spoken in many years and continued to
21:08 hate each other in fact even when Rudy
21:11 was dying of lung cancer Addy refused to
21:13 see him or even go to his funeral Addie
21:16 himself died a few years later both
21:18 brothers are buried in their Town's
21:22 graveyard but at opposite ends so even
21:25 in death they still remain
21:28 divided hey Legends it's John here
21:30 creator of magnates media just wanted to
21:32 quickly share some exciting news with
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21:47 have imagined I'd be where I am
21:50 now because now I get to make videos
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22:00 creative with the videos like
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22:13 like how the algorithm Works how to hire
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23:38 [Music]
23:40 both Adidas and Puma had lost their
23:42 Founders and without them their sons H
23:45 and Armen had a tough time taking the
23:47 lead under host's leadership Adidas
23:50 focused so much on sponsorship deals and
23:52 outspending Puma that they spent almost
23:54 all of their money and completely forgot
23:55 about what their customers actually
23:58 cared about meanwhile Puma under Army
24:00 leadership focused solely on expanding
24:03 to Adidas's scale which didn't happen
24:05 and their product quality suffered
24:07 because of it the late '70s and early '
24:09 80s were a terrible time for both
24:12 companies and by 1989 they were nearing
24:15 the edge of bankruptcy so they both sold
24:18 out to private investors now Adidas and
24:20 Puma were someone else's problem but
24:23 Reviving them wouldn't be easy Adidas
24:25 and Puma had been so focused on outdoing
24:27 each other that by the '90s Nike had
24:29 beaten both of them and become the
24:32 Undisputed leader of the sports industry
24:36 however in 1993 Robert Lou draus a Swiss
24:38 billionaire known for brand turnarounds
24:40 bought Adidas he wanted to position
24:43 Adidas as the sports brand for serious
24:46 athletes but also make it cool again so
24:48 he focused on creating Innovative new
24:50 products like the Predator boots and
24:52 partnering with star athletes like David
24:55 Beckham Kobe Bryant and Andre Agassi by
24:58 2006 Adidas was already on much better foot
24:58 foot
25:01 so Lou draus bought Reebok for 3.8
25:03 billion and in 2013 they partnered with
25:06 Kanye West to create Yeezys which became
25:09 a billion doll brand by itself so thanks
25:11 to Lou draus Adidas was able to fight
25:14 back against Nike and now it was bigger
25:17 than ever as for Puma it was bought in
25:20 1993 by a young German executive called
25:22 yanites and he took a very different
25:26 approach Puma was smaller than Adidas so
25:27 once zit ensured they were making
25:29 quality product products again he
25:31 entered Niche markets like Formula 1 he
25:33 then scored deals with high-profile
25:36 athletes like usus bolt but most
25:38 crucially of all zes turned Puma into
25:41 more than just a sports Company by
25:42 working with bold designers like
25:44 Alexander McQueen and even bringing on
25:46 Rihanna as their creative director he
25:48 positioned Puma as an edgy rebellious
25:51 player in fashion as a whole thanks to
25:53 zits Puma had reclaimed billion dooll
25:56 brand status by the mid 2000s and now
25:58 it's the world's third largest Sports
26:01 apparel company only behind Adidas and
26:04 Nike Adidas and Puma are not family run
26:07 businesses anymore so in 2009 they
26:09 finally put an end to the dazla feud by
26:10 hosting a friendly football match in
26:13 Addy and Rudy's Hometown employees from
26:16 both Adidas and Puma played together on
26:19 mixed teams and the two CEOs even played
26:22 on the same team as a show of solidarity
26:24 however even to this day the town where
26:27 it all started is still divided with
26:29 Adidas head waters on one side of the
26:32 river and Puma on the other you can't
26:34 help but wonder if the da the brothers
26:36 hadn't fallen out and spent so much time
26:38 fighting each other maybe they'd have
26:41 built the number one sports brand but
26:44 instead Nike did and to see how they did
26:47 it just click this thumbnail on screen
26:49 now trust me the story of Nike is a
