What Are The Stories About Adidas And Puma?

The European Cup is in full swing in France. What are the players wearing in every major competition?

What shoes can always be the focus of attention, all kinds of high-tech.

And technology have been launched.

Yes

And Puma, this is the best stage they play (football Nike speak very little), the sponsors of the team achieved good results, they also rise, but also may lose more than gains, reputation is impaired, such as Puma sponsored Swiss National uniforms, became the famous "one tear is broken."

For our ordinary consumers, the word Adidas is already part of the language, for example, apple is called Apple, there is no reason why.

But with the European games, ADI and Puma's performance is also concerned by the media, bringing a hundred years of gratitude and resentment, which constantly twists and turns, involved in the big fight, Nazi background, intrigue and so on.

The author studied it and felt that it was definitely better than some 8 point TV dramas. This grudge continued so far that none of them had regarded Nike as their biggest competitor, but they had been fighting with each other for two years.

The name of Adidas comes from its founder, Adolf Dassler, nicknamed Adi.

In 1900, he was born in Herzogenaurach, a small town in Germany.

It is traditional to make shoes for his family. His father is a shoemaker and mainly produces flannelette slippers.

Adolf, like ordinary children, went to school on a regular basis to complete the vocational training of bakers. Unfortunately, the first World War broke out.

Little Adi carried the gun on the battlefield. After coming back, he was able to see through life and did not work as a baker. Instead, he followed his own dream, fiddled up his shoes in his mother's laundry room, and successfully produced the first pair of linen sneakers.

In 1920, when he was only 20 years old, he took over his father's shoe workshop. The old Dassler was very supportive of his son's pformation of the production of sports shoes.

The power of the gene is strong. Adolf also has a brother 2 years older than him. The name is Rudolf, and even a talented shoemaker. In 1924, Rudolf joined the family business and formally established the "Dassler brothers shoe factory".

In 1925, for the first time, spiked sneakers and running shoes were first introduced. At the 1936 Olympic Games, the Dassler brothers were brilliant. Many track and field athletes, such as American elite Jesse Owens, won gold medals in their shoes.

Adolf Darssler

The rise of many large German industrial enterprises, such as Volkswagen BMW, has an inseparable connection with the Nazis.

Dassler two brothers became Nazi Party members in 1933. Adolf took part in the Second World War of one year and went back to the factory.

Later in the war, shoe factories also produced weapons for Nazi Germany and forced the employment of cheap French workers.

After Germany failed in World War II, Adolf was accepted to "Nazi pformation", but the US Army immediately released him, because the shoes he produced helped several American athletes win the championship in 1936. (first, there was a good relationship between them and second of their skills could help!) his brother Rudolf was not so lucky.

In 1945, he escaped from the front line against the Soviet Red Army and was arrested by Gestapo.

On the way to Dessau's concentration camp, he was rescued by the US Army.

So many twists and turns, originally thought that the peak of the road, and some people accused him of being a spy for the German spy agency, and the result was only one year after the Americans were put home.

At that time, the Americans told him that someone close to him had reported him, and Rudolf immediately suspected his brother Adolf.

(doubting that the Americans have a master who can predict the future. At that time, they foresee that these two people will become rivals of Nike, and then split them up first.)

Rudolf and Adolf two brothers actually had many contradictions before, including the direction of development of enterprises and products, and so on.

Their two wives are not oil saving lamps. There are even rumors that a brother has a conflict for a woman.

When Rudolf suspected that his brother had told the Americans, the contradictions between the two had risen to the limit and irrevocably broke out.

Rudolf made two decisions. First, he told his brother at the time of the military ruling. (two) it was separated. In 1946, he set up his Puma (Puma) in the 5 minute drive from the original site. Adolf also renamed the original brother factory to Adidas, taking the first three letters of his own nickname and surname.

Since then, the two major sports brands stand on both sides of the Aurach river. They are really birds and dogs.

Rudolf Darssler

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Adidas and Puma both recognized the need to take sports competitive sports as a marketing war. In 1954, Germany won the World Cup Football Championship, and Adidas shoes with spiral spikes made great contributions.

Puma also has many patents on spiked shoes, which are popular among many players.

Although the two brothers fell out, they basically followed the rules and were in a cease-fire.

In 1970, the two old men devolved their power to their sons and opened their sons' War.

Star athletes are known as the appeals of live advertisements, so Adidas and Puma spare no effort to win the sponsorship of star athletes.

For the then Brazil superstar Bailey (yes, the later Raven mouth Bailey...

The two brothers had reached an agreement to abandon the contract with Bailey.

As a result, when Rudolf's son Armin Dassler took power, he secretly signed a sponsorship contract with Bailey, tearing up the agreement with Adidas, and her son's war broke out immediately.

It is said that old Rudolf and old Adolf have not spoken to each other for decades. Even when Rudolf died in 1974, the Adolf family refused to comment.

In 70s, both of them began to sing into the international market. After becoming a listed company in 90s, the company hired professional managers, but hatred did not fade because of fresh blood.

For example, when the chairman of the Puma board was asked if he knew the manager of Adidas, he merely answered a dry "no" word.

Adidas experienced a crisis before and after 2012, regardless of popularity or acceptance.

But the battle of ADI's turning around is very beautiful. Through a series of nostalgia concepts and new technology, through the successful marketing methods, we won the green eyes of young consumers (full street green tail and NMD...

)

According to Bloomberg's estimate, ADI's market value is around 25 billion, while Puma is obviously weak, with a market value of only 3 billion, and of course, it is far from Nike's 81 billion euro ratio.

Adidas

Adidas-Chart

PUMA

PUMA-Chart

Dassler brothers have more than 700 patents, no matter how they are, or at least on sports shoes, they are absolutely talented.

Unfortunately, the more talented people are, the more difficult it is to tolerate different opinions. Imagine that if the two of them did not fall out, there might be no Nike today.

Betrayal and conspiracy, Nazi and whistle blowing, hatred and breakup, baptism of the two World War, the blood and fire of the battlefield shopping mall, the life of the Dassler two brothers can be described as changeable.

Anyway, I admire their talents, dedication, determination and persistence in their dreams.