Adidas E-Book

MAX EDITORIAL

• Herausgeber: Publishdrive
• Kategorie: Poesie und Drama
• Sprache: Englisch

Veröffentlichungsjahr: 2025

Beschreibung

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.

Leseprobe

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

2025© Max Editorial

All rights reserved

 

ISBN: 978-1-77974-947-5

 

This book, including all its parts, is protected by Copyright and is not

may be reproduced without permission from the author/publisher, resold or

transferred.

Notice:

This book is an independent work of an informative and educational nature. The brand mentioned and others cited throughout the text are the property of their respective owners and are used here only for the purpose of historical contextualization and analysis.

This book is a work of fiction based on real events. Some information may be omitted or interpreted differently from reality.

This work is not affiliated with, authorized, sponsored or endorsed by any of the brands mentioned. All trade names, logos, slogans and trademarks remain the property of their respective owners. There is no claim of any relationship with the companies mentioned, nor does it represent their interests.

Any similarity to business strategies, corporate decisions or characters related to the brands is based on public sources, news reports, historical records and research conducted in good faith.

If any image in this work contains recognizable elements, it was used without the intention of officially representing the brand, and without suggesting any type of endorsement, sponsorship or affiliation. This work is independent and has an informative and educational character.

Chapter 1: 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.

Chapter 2: The Brothers' War - The Birth of Rivalry

The rivalry between Adidas and Puma was not just a case of business competition; It was a deeply personal dispute that began within the same family. To understand how this rivalry shaped Adidas' identity, it's crucial to delve into the history of the Dassler brothers and the circumstances that led to the creation of the two brands.

Adolf "Adi" Dassler and Rudolf Dassler grew up in a working-class family in Herzogenaurach , a quiet town in southern Germany. From an early age, both demonstrated a talent for business and innovation. Adi was meticulous, introspective, and obsessed with technical details. He had a clear vision: to create athletic shoes that maximized athletes' performance. Rudolf, on the other hand, was more extroverted and focused on business expansion. While Adi preferred to spend hours refining his products, Rudolf was more interested in building distribution networks and expanding the brand.

These differences in personality and approach to business began to create tensions within Gebrüder Dassler Schuhfabrik . During the 1930s, as the company grew rapidly, arguments between the brothers became frequent. Adi accused Rudolf of neglecting quality in favor of profit, while Rudolf criticized Adi for being overly cautious and slow to seize market opportunities.

World War II exacerbated these tensions. Both brothers were drafted into the German army, but their experiences during the conflict were very different. Adi remained relatively isolated, serving in logistical roles that allowed him to continue thinking about innovations for athletic footwear. Rudolf, on the other hand, was sent to the front lines, where he faced extreme situations that shaped his worldview.

One incident during the war further strained their relationship. In 1943, during an Allied bombing raid, Adi allegedly said something that Rudolf interpreted as a criticism of his loyalty to the Nazi regime. Although the exact details are unclear, this episode left an indelible mark on the brothers' relationship. After the war, the trust between them was irreparably broken.

In 1948, the official split took place. Adi founded Adidas, a name derived from his nickname combined with the first letters of his surname ("Adi Dassler"). Rudolf, in turn, founded Puma, choosing the name of a powerful, agile animal to symbolize his vision of a dynamic, competitive brand. The split not only fragmented the family business, but also divided the town of Herzogenaurach . Residents and employees chose sides, and the rivalry between Adidas and Puma became an integral part of local life.

This split had significant implications for Adidas’ identity. Under Adi’s leadership, the company continued to prioritize technical innovation and a commitment to athletic performance. The rivalry with Puma forced Adidas to differentiate itself, constantly seeking new ways to stand out in the market. This competitive pressure led to the creation of iconic products and the building of a solid reputation as a brand focused on elite athletes.

Puma, on the other hand, took a more aggressive approach to marketing and global expansion. Rudolf invested heavily in advertising and sponsorships in an attempt to capture a larger market share. This strategic difference reflected the brothers’ personalities and helped shape the unique identities of the two brands.

Practical Example: The Case of the 1952 Olympic Games

A practical example of this rivalry can be seen at the 1952 Helsinki Olympics. Both companies were determined to equip the most promising athletes at the event. Adidas, led by Adi, provided custom shoes for Emil Zátopek , a Czech runner who would go on to win three gold medals. Puma, in turn, sponsored other prominent athletes, such as American sprinter Harrison Dillard .

The result was a significant victory for Adidas, as Zátopek became a symbol of endurance and sporting excellence. His Adidas shoes, designed specifically for long-distance running, helped him break records and cement the brand’s reputation as a leader in technical innovation. This episode illustrates how the rivalry with Puma prompted Adidas to seek strategic partnerships and enhance its products, reinforcing its identity as a performance-focused brand.