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World War Shoe

Philip Boatswain
Philip Boatswain

In 1923, Adi and Rudi Dassler formed the Gebruder Dassler Shoe Company in their mother’s basement in the small German town of Herzogenaurach.  The brothers identified a gap in the market and found popularity due to their superior shoe making.  After American Superstar Jesse Owens won gold in the 100m at the 1936 Berlin Olympics in Gebruder Dassler Spikes it seemed nothing would stop the company’s growth.  However, a differing of opinions on the Nazi Party caused tensions between the brothers.

After the the defeat of the Nazi Party in WWII, the brothers continued to argue and ultimately decided to go their separate ways; they would never speak again. Rudi moved a mere 500 metres away, using his nickname to found the company PUMA. While Adi would combine both his first and last names to form ADIDAS.

Over the next fifty years the two brothers and their sons) would battle over patents, market share, sporting super stars, the Olympics and the quiet German town of Herzogenaurach.

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