10 moments that defined the adidas vs. Puma rivalry

The rivalry between Adidas and Puma began as a family dispute long before it became a global brand war. In the 1920s, brothers Adolf “Adi” Dassler and Rudolf Dassler built one of the world’s most advanced athletic shoe factories in Herzogenaurach, Germany. Their shoes powered Olympic victories and defined early performance footwear.

By the end of World War II, personal resentment, political tension, and clashing personalities fractured the partnership beyond repair. In 1948, the brothers split, divided the factory, the workforce, and their hometown. Adi founded Adidas. Rudolf founded Puma. Herzogenaurach itself became polarized, with families, schools, and even marriages aligning with one brand or the other.

What followed was not just competition, but decades of innovation driven by rivalry. Every endorsement, every product breakthrough, and every global sporting moment became a proxy battle between two brothers who never reconciled. The feud didn’t just create two companies. It created the modern sportswear industry.

1. 1936 Berlin Olympics

Jesse Owens storms the track in Dassler built spikes, winning four gold medals in front of the world.
Before logos mattered, results did. This was the first signal that footwear could influence performance, politics, and perception all at once. The blueprint for sports branding was written years before Adidas and Puma even existed.

2. 1948 The Dassler Split

The factory fractures. The family implodes. The Dassler brothers split, ending their partnership and dividing everything they built. Adi Dassler walked away to form Adidas, while Rudolf Dassler created with Puma. Herzogenaurach became a divided town, and sport gains one of its most personal rivalries. This is wasn’t just competition for market share; it was a competition for legacy.

3. 1949 adidas Claims the Three Stripes

Adi trademarked the three stripes and turned design into doctrine. What began as functional reinforcement became a global identifier. Adidas understood early that visibility was power and that repetition built authority long before marketing departments formalized the idea.

4. 1954 Miracle of Bern

West Germany lifted the World Cup in Adidas boots fitted with screw in studs. On a rain soaked pitch, innovation delivered victory. Adidas did not just win the match. It claimed football itself. Performance became proof, and proof became dominance.

5. 1960 Rome Olympics

Puma’s athletes delivered medal after medal on the track. Where Adidas built systems, Puma bet on speed and individuality. The brand began carving out its identity as the choice for athletes who relied on explosiveness rather than institution.

6. 1970 World Cup Pelé Moment

Pelé stopped play to tie his Puma boots at midfield. In seconds, sports marketing changed forever. The athlete eclipsed the team. The product became spectacle. Puma turned a shoelace into one of the most valuable brand impressions in history.

7. 1972 Munich Olympics

8. 1986 World Cup Maradona Era

9. 2009 Herzogenaurach Reconciliation Match

10. 2015–Present Repositioning