Sneaker Wars

A German satirical magazine once published a touched-up photograph of a local priest in Herzogenaurach wearing in his left foot an adidas trainer while the other foot fitted in a Puma shoe.  It was meant to poke fun on the rivalry of the two sneaker companies that began when the founders of Gebrüder Dassler Schuhfabrik (”Dassler Brothers Shoe Factory”), Adolf and Rudolf Dassler had a misunderstanding in 1943 when Allied Forces bombed Herzogenaurach, just outside Nuremberg. Rudolf took his wife and children down into the air raid shelter, with Adolf and his family following moments later. It is said that when Adolf took his seat he exclaimed: “The dirty bastards are back again.” While the comment was alleged to be directed to the bombers, Rudolf assumed that it referred to him and his family and from that time on their brotherly bond was irretrievably damaged.

After WWII, Adolf established his company, calling it ‘adidas’; while Rudolf set up a factory across town naming his business ‘Ruda’ (later renamed Puma). The rivalry carried on even after the deaths of the two brothers as their successors competed for attention and the market not just within the town, but into the sporting world as well. In 2005, the mayor of Herzogenaurach Hans Lang incensed by the satirical photo said:  "It is not true to say families of Puma employees and Adidas employees do not mix socially and that marriages between the two firms are forbidden." Barbara Smit, author of the book ‘Drei Streifen gegen Puma’ (‘Three Stripes versus Puma') in her account said that “the fierce sibling rivalry lasted through the second half of the 20th century and involved sporting giants such as Muhammad Ali, Pele, Franz Beckenbauer, Mark Spitz and Boris Becker; it was fought in World Cups and Olympics across the globe.”

During the Global Peace Day on September 21, 2009, employees of the two companies got together and played a game of soccer. To show the genuineness of the effort, the two companies collaborated on a soccer uniform that combined the adidas’ three stripes with Puma’s big cat. Puma CEO Jochen Zeitz, who played goalie for his team, said, “The symbolic handshake of adidas and Puma helped to raise awareness for Global Peace Day and the necessity for non-violence and ceasefire,” which adidas CEO Herbert Hainer who played midfield for his squad, agreed.

The anger that erupted between the Dassler brothers in the bunker in 1943 resulted in bitterness that grew intense for decades. While it did spur competition for better products and market domination, it did not create harmony in the family Dassler and the employees of the rival companies. Once bitterness (long term unresolved anger) takes roots, it becomes like toxin that affects everyone else.  “Watch out that no poisonous root of bitterness grows up to trouble you, corrupting many.” (Hebrews 12:15)

The soccer game on September 21 must have meant so much to the people of Herzogenaurach. The general feeling of the citizens and workers in the prosperous yet unhappy community must have been one of relief from a deeply entrenched dagger being taken off their backs. The CEOs of the two companies did the laudable act of forgiveness. “Get rid of all bitterness, rage, anger, harsh words, and slander, as well as all types of evil behavior. Instead, be kind to each other, tenderhearted, forgiving one another, just as God through Christ has forgiven you.” (Ephesians 4:31-32)

By burying the sins of the past, the stakeholders of adidas and Puma, and the citizens of Herzogenaurach can be assured that the souls of Adolf and Rudolf Dassler can rest in peace. And it would not be an impossibility anymore to expect the local priest to wear an adidas in his left foot and a Puma on the other to signify love, peace and harmony.

by Mel Libre