Uncover how Adi and Rudolf Dassler, the brothers behind Adidas and Puma, built rival empires that shaped Herzogenaurach and the sportswear industry. Their fierce competition divided a town and left a lasting legacy. History buffs, expats, and sneaker enthusiasts will find this a must-read!
Herzogenaurach, Germany, offers more than scenic beauty; it preserves the legacy of Adi and Rudolf Dassler’s legacy, two pivotal sportswear industry figures. The brothers built a thriving shoe company in the early 20th century, but their bitter feud reshaped their destinies and split the town for decades.
Expats in Germany can deepen their cultural connection by exploring local history. This article guides readers through the story of the Dassler brothers, whose rivalry shaped the sportswear industry. Whether you’re a history lover, a business enthusiast, or just curious about their impact, visiting their graves in Herzogenaurach offers insight into Germany’s entrepreneurial spirit.
Table of Contents
The Rise of the Dassler Brothers
In 1924, Adi and Rudolf Dassler established the Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory), specializing in athletic footwear. Their brand gained recognition by providing shoes for Jesse Owens, who won four gold medals at the 1936 Berlin Olympics. This moment cemented their reputation as pioneers in the sportswear industry.
However, tensions between the brothers grew over time, exacerbated by personal and business disagreements. After World War II, the conflict peaked, leading to a dramatic split in 1948. Rudolf left to form Puma, while Adi rebranded their existing company as Adidas. This separation initiated one of the fiercest rivalries in business history.
A Town Divided
The Dassler feud extended beyond corporate boardrooms and into the streets of Herzogenaurach. People caught between the two brands often have to choose a side. The town became known as “the town of bent necks” because residents would first look at a person’s shoes before deciding whether to engage with them. Employees of Adidas and Puma rarely interacted, and the competition remained deeply ingrained in the town’s culture for years.
Final Resting Places: Symbolic Separation
Even in death, the rift between the Dassler brothers remained evident. Both are buried in Herzogenaurach Cemetery, but their graves are far apart, symbolizing their lifelong estrangement.
- Rudolf Dassler’s grave is located near the southwest entrance, alongside his wife and parents.
- Adi Dassler’s grave, on the other hand, is at the farthest northeast corner of the cemetery, where he rests with his wife and son.
This physical separation in their final resting places echoes the divide they maintained throughout their lives.
Legacy and Impact
Today, Adidas and Puma remain global giants in the sportswear industry, boasting billions in revenue and a massive influence on athletic fashion and performance gear. While the Dassler brothers’ rivalry was bitter, their innovations revolutionized the world of sportswear and left a lasting impact on global fashion and athletics.
Herzogenaurach has since embraced its unique history, recognizing the legacy of its two most famous sons. While the business feud is no longer as intense, the brands they built continue to compete on the world stage, carrying forward the spirit of rivalry that once split a small German town in two.
For visitors, a trip to Herzogenaurach Cemetery in Bavaria is more than just a history lesson—it’s a glimpse into a legendary business saga that shaped modern sports culture.
What happened between Adolf and Rudolf Dassler?
Adi and Rudolf Dassler built a successful shoe company but failed due to personal and business conflicts. Their rivalry led them to split the company, with Adi founding Adidas and Rudolf creating Puma.
What happened to Adidas after Adolf Dassler died?
After Adi Dassler died in 1978, his family continued running Adidas, but the company faced financial struggles over time and was later sold to new investors.
Where is Adi Dassler buried?
Adi Dassler and his wife and son are buried in Herzogenaurach Cemetery near the northeast entrance.
Does the Dassler family still own Puma?
No, the Dassler family no longer owns Puma. Over the years, ownership changed hands, and today, Puma is publicly traded with various shareholders.
Who owns most of Puma?
As of recent reports, the French luxury group Kering holds a significant stake in Puma, although the brand is publicly traded.
Who owns Adidas now?
Adidas is a publicly traded company with various shareholders and institutional investors.
Is Puma a German brand?
Yes, Puma is a German brand founded in Herzogenaurach by Rudolf Dassler in 1948.
