Sneakers Emerge as Staple in Modern Footwear

The rise of sneakers as a staple in modern footwear is a phenomenon that has been decades in the making. By the 1920s, these comfortable shoes were far from being a ubiquitous sight on city streets. The early beginnings of sneakers date back to the 1830s, when vulcanized rubber made it possible to create flexible and durable soles.

As the 20th century progressed, sneakers began to gain popularity among athletes participating in sports like tennis and basketball. These new athletic pursuits required specialized footwear that could provide comfort and support during intense physical activity. Sneakers filled this need, becoming a staple for players on the court and field.

The German town of Herzogenaurach in Bavaria played host to two brothers who would soon become key figures in the sneaker industry: Adi and Rudi Dassler. After returning from World War I, they began selling athletic shoes out of their mother's home in this small town. Their decision to enter the market was likely driven by the growing demand for specialized footwear.

The Dassler brothers' early ventures in the shoe business laid the groundwork for what would eventually become two separate and rival companies: Adidas and Puma. The story of how these two brands came to be is a fascinating one, marked by sibling rivalry, war-time politics, and ultimately, the birth of iconic sneaker designs.

The seeds of this rivalry were sown during World War II, when the Dassler brothers found themselves on opposite sides of the conflict. Their divergent loyalties would have far-reaching consequences for their businesses and the industry as a whole.

The early years of Adi and Rudi's shoe-making venture were marked by a makeshift setup in their mother's laundry room. Adi was responsible for crafting the shoes from available materials, while his more outgoing brother Rudi handled sales.

As their business grew, the Dassler brothers established Gebrüder Dassler Schuhfabrik in 1924. The company flourished rapidly, laying the groundwork for its future transformation into two separate entities: Adidas and Puma.

The rise of the Nazi Party in Germany during the late 1920s presented a complex situation for the Dassler brothers. They both joined the party, allegedly seeking business connections, according to one account.

The Dasslers' involvement with the Nazi Party would have significant implications for their businesses and the industry as a whole. As the party's influence grew, so did the divisions between Adi and Rudi.

Their divergent loyalties were just beginning to manifest, setting the stage for a bitter rivalry that would eventually drive them apart and shape the course of their respective companies.

The Dassler brothers' business dealings had already been complicated by their divergent loyalties before World War II broke out. By then, they had secured major contracts with companies affiliated with the Nazi regime, which would become a contentious issue in the years to come.

Their success was on full display at the 1936 Olympics in Berlin, where American sprinter Jesse Owens wore shoes provided by the brothers as he won four gold medals. This achievement not only showcased their innovative products but also highlighted the close ties they had formed with the Nazi-sponsored businesses.

As war loomed, Adi Dassler was initially called to serve in the military, but his expertise and leadership skills made him an essential asset for the company, earning him a deferment. Meanwhile, Rudi Dassler was drafted into the military, setting the stage for further conflict between the brothers.

The brothers' wartime experiences would ultimately lead to a bitter rivalry that would define their companies for years to come. During the denazification process after the war, Adi and his wife reportedly testified against Rudi, claiming he had been part of the SS, which led to Rudi's imprisonment for a year.

Rudi attempted to shift the blame to his brother, accusing him of profiting from producing weapons for the Nazis. However, these claims were unsuccessful in clearing his own name and would only serve to further fuel the animosity between the brothers, setting them on a collision course that would shape the future of their respective companies.

The brothers' living arrangements had become increasingly strained, with the two families sharing a house but growing further apart. It's surprising in hindsight that they managed to coexist for as long as they did, given the deepening animosity between Adi and Rudi. The exact catalyst for their final break is unclear, but by 1948 it was clear that their partnership had come to an end.

The split led to a dramatic reorganization of the brothers' lives, with each establishing themselves in separate parts of Herzogenaurach. Adi settled on one side of the Aurach River and began laying the foundations for Adidas, his new company bearing his first and last name as its moniker. His brother Rudi made the opposite choice, crossing over to the other bank where he would eventually found Puma.

The division between the two brothers had a profound impact on their adopted town, with each side developing its own distinct character. Local businesses began catering specifically to one or the other side of the river, creating a sense of rivalry that has endured to this day. Even the most mundane services, including bakeries and pub owners, found themselves drawn into the feud.

As the brothers' companies grew in size and influence, their rivalry became an integral part of Herzogenaurach's identity. The town's residents came to be divided along strict lines, with some proudly identifying as Adidas supporters while others declared allegiance to Puma. Even tombstone makers were not immune to the rivalry, adding a macabre twist to the already intense competition.

The legacy of this bitter feud continues to shape the town, with both companies remaining major employers and sources of civic pride. While their founders may have parted ways in anger, their contributions to Herzogenaurach's economy and culture will be remembered for generations to come.

The legacy of Adi and Rudi Dassler's bitter feud has been felt for generations in Herzogenaurach, a small town in Germany where their shoe companies Adidas and Puma are still based.

Their families' animosity towards each other was so intense that even after they passed away, the two men were buried on opposite sides of the local cemetery. This physical separation is a testament to the deep-seated rivalry that defined their lives.

According to Michael Dassler, Rudi's grandson, the name "Adidas was never spoken in his family home. Instead, they referred to it as N.G." - short for German, "nie gehört," meaning "never heard of". This reluctance to acknowledge the rival company's name is reminiscent of the magical world where certain words are forbidden.

The feud continued to simmer throughout the 20th century, with both companies competing fiercely in the global market. However, in a surprising move, employees from Adidas and Puma put aside their differences in 2009 by coming together for a friendly soccer match.

This unlikely gesture marked a significant shift in the long-standing rivalry between the two companies. The event brought together members of both teams, creating a sense of camaraderie that has helped to bridge the gap between Adidas and Puma.

Despite no longer being owned by the Dassler family, both Adidas and Puma remain among the most successful shoe brands globally. In 2020, Adidas generated around $22 billion in revenue, while Puma earned roughly $6 billion. Interestingly, a third company, Nike, surpassed both of them combined that same year, with revenues reaching an impressive $37.5 billion.

Adidas and Puma continue to thrive as two of the world's most recognizable shoe brands, despite their founding families no longer being involved in the companies' operations. Adidas reported a significant revenue of approximately $22 billion in 2020, while its rival Puma brought in roughly $6 billion during the same year.

Nike surpassed both Adidas and Puma combined with an impressive revenue of $37.5 billion in 2020, solidifying its position as one of the leading shoe manufacturers globally.