The world knows Adidas and Puma as two of the biggest sportswear giants—but very few know the true story behind their rivalry. This isn’t just a business competition. It’s one of the most dramatic and bitter feuds in corporate history—a real-life soap opera involving two brothers, betrayal, and decades of silent war.
Before Adidas and Puma were battling for sneaker supremacy on the world stage, they were just two men born in the same German town, sharing the same parents and dreams, who ended up destroying their family and dividing an entire city.
This is the explosive story of how a family feud created two of the most iconic brands on earth, and how that hatred still echoes through time.
The Dassler Brothers: From Unity to Hatred
In the early 1920s, in the small German town of Herzogenaurach, two brothers—Adolf Dassler and Rudolf Dassler—founded a sports shoe company in their mother’s laundry room. Adolf, quiet and creative, handled the designs and innovation. Rudolf, charismatic and bold, took care of sales and business.
Together, they formed the Dassler Brothers Shoe Factory, and it took off quickly.
They even had their first big break at the 1936 Berlin Olympics, when Adolf Dassler convinced African-American athlete Jesse Owens to wear their handmade shoes. Owens went on to win four gold medals, turning the Dassler shoes into a global phenomenon.
Everything looked perfect. Until World War II—and paranoia, politics, and pride—ripped it all apart.
The Split: A Fight That Turned a Town into a Battlefield
Tensions between the brothers worsened during the war. One infamous incident lit the final match.
As Allied bombs fell on their town, Adi and his wife jumped into a bomb shelter already occupied by Rudolf, who allegedly said, “The dirty bastards are back again.” Rudolf believed Adi was referring to him and his family. Adi insisted he meant the Allies.
But the damage was done. Accusations of betrayal, espionage, and even Nazi affiliation rumors surrounded both brothers. Rudolf was arrested by American forces—believing Adi had tipped them off.
In 1948, their partnership shattered. They split the company, the assets, the employees—even the town itself.
- Adi Dassler formed Adidas (from “Adolf” + “Dassler”)
- Rudolf Dassler formed Puma (originally called Ruda)
And just like that, a family feud turned into one of the fiercest rivalries in business history.
Founder Biographies: Bloodlines That Built Billion-Dollar Brands
Adolf “Adi” Dassler – Founder of Adidas
Born: November 3, 1900
Died: September 6, 1978 (Age 77)
Adi Dassler was the quieter, more technical brother. A shoemaker by trade, he obsessed over function, comfort, and performance. His shoes were worn in Olympic gold medal wins, World Cup finals, and revolutionized sports gear. Adi’s focus on athlete performance laid the DNA for Adidas’ future.
Rudolf Dassler – Founder of Puma
Born: March 26, 1898
Died: October 27, 1974 (Age 76)
Rudi Dassler was the aggressive salesman, driven by pride and personal battles. While Adi obsessed over shoes, Rudi was about market domination. After their split, Rudi built Puma with a raw competitive fire. He had one mission: to beat Adidas, no matter the cost.
Their feud went beyond profit. They never reconciled. Even in death, the brothers were buried at opposite ends of the same cemetery—as far apart as possible.
A Town Torn in Two: The Herzogenaurach Divide
In post-war Herzogenaurach, you didn’t just choose shoes—you chose a side.
The entire town was divided:
- Factories were separated
- Families refused to marry across brand lines
- Even barbershops, bakeries, and football clubs took sides—Adidas or Puma
People would literally look at your shoes before deciding if they could speak to you.
This bizarre cultural split lasted for decades and only started to heal in the 2000s. In 2009, both companies finally agreed to play a “peace football match”, but the emotional wounds never fully closed.
Adidas vs Puma Revenue Over the Years
While their feud began with personal bitterness, the modern battleground is global revenue and market share. Adidas has long dominated in size and international reach, but Puma has carved out a niche with edgy collabs and urban influence. Let’s break down how the two brands have grown over time in real dollars.
Note: All figures are in USD billions, converted from euros using average exchange rates of respective years. These are rounded estimates for easy comparison.
| Year | Adidas Revenue (USD) | Puma Revenue (USD) | Key Highlights |
|---|---|---|---|
| 2005 | $8.4 B | $2.3 B | Adidas acquires Reebok |
| 2010 | $14.8 B | $3.3 B | Puma struggles post-financial crisis |
| 2015 | $18.7 B | $4.2 B | Puma signs Rihanna; Adidas launches Yeezy |
| 2018 | $24.2 B | $5.6 B | Adidas peaks with fashion crossovers |
| 2020 | $23.6 B | $5.9 B | COVID slows both, e-commerce rises |
| 2022 | $22.9 B | $8.1 B | Puma gains in US market, Adidas slips |
| 2023 | $23.5 B | $9.2 B | Adidas recovers post-Yeezy fallout |
📈 What the Numbers Reveal
- Adidas remains the bigger player, consistently generating more than double Puma’s revenue.
- Puma, however, has shown faster percentage growth since 2015, riding the wave of high-profile celebrity partnerships and aggressive expansion in North America and Asia.
- The 2022–2023 data shows that Adidas is still in recovery mode after its split with Kanye West, while Puma has gained traction in the lifestyle and youth culture markets.
Brand Controversies: Dirty Plays on Both Sides
Both Puma and Adidas have had their fair share of controversies, proving that the blood feud wasn’t the only fire burning.
Adidas Controversies
- Sweatshop Scandals: Adidas has faced backlash for unethical labor practices, especially in countries like Indonesia, Vietnam, and China. Reports accused the company of underpaying workers and using harsh factory conditions.
- Blackface Ads & Racial Missteps: In 2019, Adidas was heavily criticized for a marketing campaign that many viewed as racially insensitive. The brand was forced to apologize and restructure its diversity team.
- Yeezy Fallout: Adidas ended its billion-dollar partnership with Kanye West (Ye) in 2022 after his public antisemitic comments. The controversy cost Adidas nearly $1.3 billion in unsold Yeezy inventory and a massive brand hit.
Puma Controversies
- Neo-Nazi Sponsorship Rumors: In the early 2000s, Puma was accused of sponsoring far-right football fans in Europe due to questionable marketing appearances. Though never confirmed, the PR damage was severe.
- Unpaid Wages Protests: Puma suppliers in Asia have also faced backlash for not paying factory workers during the COVID-19 pandemic, drawing global attention to labor abuse.
- Political Athlete Sponsorships: Puma has been criticized for sponsoring controversial figures in football and athletics, leading to public boycotts in some regions.
Branding & Battles: Adidas vs Puma Today
- Adidas leads globally with an annual revenue of $23.5 billion (2023), driven by partnerships with Beyoncé, Messi, and fashion brands like Gucci.
- Puma has a smaller market share at $9.2 billion, but its streetwear game is growing thanks to partnerships with Rihanna, Neymar, and LaMelo Ball.
While Adidas pushes performance and fashion fusion, Puma embraces streetwear coolness and niche collabs. Both stay locked in a war of innovation, marketing, and emotional branding.
The Legacy of Hate: Why This Feud Still Matters
Most business rivalries are about profits. But Adidas vs. Puma is personal.
It’s about ego, betrayal, pride, and legacy. It’s about two brothers who had everything—and lost it over mistrust. Yet their hate birthed two of the most iconic global brands in history.
Their story teaches us:
- Vision matters—but so does relationship management
- Ego can build empires—but also burn bridges
- Your rival might be your greatest motivator—or your greatest loss
Today, both Adidas and Puma thrive. But neither ever truly won the war. The cost was family. And that’s a price no billionaire empire can reverse.