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