Learn how Adi and Rudolf Dassler, who created Adidas and Puma, built competing brands that changed Herzogenaurach and the sportswear industry. Their intense rivalry divided the town and left a lasting impact. This is a must-read for history lovers, expats, and sneaker fans!
Herzogenaurach, Germany, offers more than scenic beauty; it preserves the legacy of Adi and Rudolf Dassler, 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 strengthen their cultural connections by learning about local history. This article tells the story of the Dassler brothers, whose rivalry changed the sportswear industry. Whether you love history, are interested in business, or want to know more about their influence, visiting their graves in Herzogenaurach will give you a look into Germany’s entrepreneurial spirit.
The Rise of the Dassler Brothers
In 1924, Adi and Rudolf Dassler started the Gebrüder Dassler Schuhfabrik, or Dassler Brothers Shoe Factory, which focused on making athletic shoes. Their brand became well-known after they supplied shoes for Jesse Owens, who won four gold medals at the 1936 Berlin Olympics. This achievement helped establish their reputation as leaders in the sportswear industry.
Tensions between the brothers increased over time due to personal and business disagreements. After World War II, the conflict reached its height, leading to a split in 1948. Rudolf left to start Puma, while Adi changed their existing company to Adidas. This separation began one of the most intense rivalries in business history.
A Town Divided
The Dassler feud affected more than just business; it impacted daily life in Herzogenaurach. People often had to pick a side between the two brands, Adidas and Puma. The town earned the nickname “the own of bent necks” because residents looked at people before deciding whether to talk to them. Workers from Adidas and Puma rarely mingled, and this rivalry became a deep part of the town’s culture for many 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 Dassl Dassler and his wife and parents are located near the southwest entrance.
- Adi Dassl Dassler, 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 are two of the biggest names in sportswear, making billions in revenue and greatly influencing athletic fashion and performance gear. The rivalry between the Dassler brothers was intense, but their innovations changed the sportswear industry and had a lasting effect on global fashion and athletics.
Herzogenaurach has recognized its unique history and the legacy of its two most famous residents. Their business rivalry is not as fierce today, but the brands they created still compete globally. This continues the spirit of competition that once divided a small German town.
For visitors, a trip to Herzogenaurach Cemetery in Bavaria is more than just a history lesson—it’s a simple glimpse into a legendary business saga that shaped modern sports culture.
What happened between Adolf and Rudolf Dassler?
They 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.
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