Adidas Vs Puma

Title: "Adidas against Puma" Author: (Holland) Barbara Smit Publishing House: Renmin University of China press, Beijing, July 10, 2006 at 4 a.m., a football match is being carried out.

Both sides wore a blue Puma and the other wore a white Adidas.

All of a sudden, one of the white teams in the field hit their head on the big guard of the blue team, and the latter fell to the ground.

Then, all the audience saw a red dress judge holding up a red little card...

As everyone knows, this white headed bald is called Zidane, and the tall man in blue is called Materazzi. At that moment, almost all the French made a sigh at the same time, while almost all the Italians gave a cheer at the same time.

This is the World Cup finals staged in Berlin, Germany in 2006, and is still popular today. The dramatic process has become the talk of too many people.

The sponsors behind the two teams were also delighted and sad. Fortunately, Puma chose the lucky Italy to become the ultimate winner of this grand commercial competition.

More importantly, its "rival" Adidas is just the sponsor of the French team. The long-standing Brotherhood has turned the final into a "civil war" staged at its own door.

However, you may not think that if you appear in a small town in the southern part of Germany at that moment, you will hear these two voices at the same time.

A small river divides the town named Herzog Nao Lage into two halves. The half sigh is called Adidas, and the cheering half is called Puma.

People living in Herzog naglah have a habit of lowering their heads before they speak to you.

You may never guess why - they are actually looking at your shoes!

Herzog naglah is the headquarters of the two sports giants. A river runs through the town and winds through the town. It divides the town into two halves, and the two sides of the river are very close to the headquarters of Adidas and Puma.

This murmuring River also divides the residents of the town into two factions, each supporting their own brand camp.

So when they meet a stranger in town, they always get used to judging by shoes: is he with me all the way?

As many people know, Adidas and Puma were originally from the same portal.

More than 80 years ago, Adolf Darth and his brother Rudolf Darth lived together in this small town.

They first worked together in their mother's laundries until their shoes were noticed. The most dazzling star in the 1936 Berlin Olympics was the famous American track and field athlete Jesse Owens who had "black lightning".

At that Olympic Games, he won 100 gold medals, 200 meters, long jumpers and 4 four 100 meters relay gold medals.

At that time, there were two people who were equally excited by Owens, that is, the Darth brothers, because the shoes that Owens wore on their feet were made by the Darth brothers, and the sneakers they produced became famous after that.

However, due to different personality and different management concepts, the cooperation between the two brothers came to an end in 1948 and finally decided to divide their families.

Surprisingly, the separation did not result in the collapse of a company. Adolf later created Puma, while his brother Rudolf founded Adidas.

The battle that has not yet stopped brings two sports brands, Adidas and Puma.

The brothers with different personalities led their respective companies to compete for the supremacy of the "World Games". They made the three stripes and pumas into the successful representation of sports business and made them famous internationally.

Mohamed Ali, Franz Beckenbauer and Zidane wore the "three stripes" to deduce the sports legends. Bailey, special inner shell and Boris Becker wore "Puma" in the world.

After the formal confrontation between the two brothers, the relationship between the two sides of the river is similar to the fact that a wall of Berlin lies in front of us. This town is therefore nicknamed "mini Berlin".

The two sides live in different ways.

They try to avoid appearing in the same room. They only go to their own stores, each of which has its own football team - you may never see them playing football together.

Of course, for small towns, this is not necessarily a bad thing.

Perhaps it is because of the fierce competition between them that Adidas and Puma are today.

In addition, because of these two giants, the unemployment rate in the town is only 2.6%, which is 8 percentage points lower than the average unemployment rate in Germany.

Barbara Smit is a diligent and excellent female journalist in Holland. After a lot of evidence collection and interviews, she wrote her own views on Adidas against Puma. This is really a very popular commercial legend.

The separate Adidas and Puma have created a new pattern of modern sports business.

From the initial cooperation, development to bitterness and separation, through their respective splendor and loneliness, and then to several hands changing and resurgence, their development history is about the victory and success of the sports industry, the creative idea and the astonishing paction of over 100 million price.

There are many family conspiracies and disputes, fallen money and frustrations and failures.

Therefore, the competition and confrontation between Adidas and Puma is actually a commercial competition of human nature and ideology, with a combination of separation and competition.

The commercialization of modern sports is an indisputable fact.

In this process, the two protagonists of this book, Adidas and Puma, occupy and occupy a pivotal position.

Beijing in 2008 is the focus of global attention. Adidas has become the official partner of the Beijing Olympic Games, but other international brands will also play their part.

At that time, there will be an exciting marketing banquet, which will attract people's attention not only to Adidas and Puma, but also to the brothers.