Adidas roots tied to Nazi-era family feud
The world’s second-largest sportswear company started in a laundry room and was shaped by a feud that divided a small German town.
Adidas was founded in 1924 by brothers Adolf and Rudolf Dassler in Herzogenaurach, a town of 20,000 with a strong shoemaking tradition. The brothers, known as Adi and Rudi, began modestly, using a stationary bike to power their equipment when electricity was scarce. Their first major success came at the 1936 Berlin Olympics, where U.S. sprinter Jesse Owens won four gold medals wearing their spiked shoes. Altogether, athletes competing in their shoes at the games won seven gold, five silver, and five bronze medals. By the late 1930s, the Dasslers were selling 200,000 pairs annually.
Related: Unicorn Hunters Now Targeting Crypto
The brothers’ Nazi ties and a factory repurposed for war
Both Adi and Rudi were members of the Nazi Party. During World War II, their factory shifted from shoes to producing the Panzerchreck, a rocket launcher used against Allied tanks. At least nine forced laborers worked there. In 1945, U.S. troops nearly bombed the facility, but Adi’s wife persuaded them it only made athletic footwear. After learning of the connection to Jesse Owens, American soldiers began purchasing the shoes, helping the business survive the war.
The conflict between the brothers didn’t end with the war. Rumors about its cause include tensions between their wives, Rudi’s suspicion that Adi had betrayed him to the Allies, or resentment over Rudi’s infidelity. The partnership dissolved in 1948. Adi established Adidas, while Rudi created Puma.
A town divided by shoes
The rivalry extended beyond the brothers, splitting Herzogenaurach in half. The Aurach River served as the boundary: Adidas dominated the north, Puma the south. Residents chose sides, working for one company or the other. They frequented different shops, bars, and even barbers. The town became known as “the town of bent” due to the division.
Related: Trump Accused of Plagiarizing Open Source Software
When they died in the 1970s, they were buried at opposite ends of the cemetery.
Neither brand is still controlled by the Dassler family, but their feud’s impact endures in the town that never fully reunited.
