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The fascinating story of the enemy brothers behind Adidas and Puma, whose rivalry shaped the modern sports business Adidas and Puma are two of the biggest global brands in sports, paying stars, clubs, and competitions to show off their labels in stadiums and across magazine pages. In Sneaker Wars, journalist Barbara Smit reveals the dramatic, character-driven story of these The fascinating story of the enemy brothers behind Adidas and Puma, whose rivalry shaped the modern sports business Adidas and Puma are two of the biggest global brands in sports, paying stars, clubs, and competitions to show off their labels in stadiums and across magazine pages. In Sneaker Wars, journalist Barbara Smit reveals the dramatic, character-driven story of these two power-houses. Started in their mother's laundry room in Germany, Adi and Rudi Dassler's shoe business was an instant success, their spikes worn by Jesse Owens in the Berlin Olympics. But a vicious feud soon pulled them apart: by the end of World War II, the brothers split the company, dividing their family and hometown. Adidas and Puma revolutionized the world of sport, their rivalry introducing behind-the-scenes deals and multimillion-dollar contracts. From Pelé to Joe Namath, Walt Frazier to Boris Becker, Muhammad Ali to David Beckham, they all contribute to the roller-coaster rise, near collapse, and revival of the two brands. A page-turning narrative, Sneaker Wars is a riveting blend of family drama, business, sports, and history.


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The fascinating story of the enemy brothers behind Adidas and Puma, whose rivalry shaped the modern sports business Adidas and Puma are two of the biggest global brands in sports, paying stars, clubs, and competitions to show off their labels in stadiums and across magazine pages. In Sneaker Wars, journalist Barbara Smit reveals the dramatic, character-driven story of these The fascinating story of the enemy brothers behind Adidas and Puma, whose rivalry shaped the modern sports business Adidas and Puma are two of the biggest global brands in sports, paying stars, clubs, and competitions to show off their labels in stadiums and across magazine pages. In Sneaker Wars, journalist Barbara Smit reveals the dramatic, character-driven story of these two power-houses. Started in their mother's laundry room in Germany, Adi and Rudi Dassler's shoe business was an instant success, their spikes worn by Jesse Owens in the Berlin Olympics. But a vicious feud soon pulled them apart: by the end of World War II, the brothers split the company, dividing their family and hometown. Adidas and Puma revolutionized the world of sport, their rivalry introducing behind-the-scenes deals and multimillion-dollar contracts. From Pelé to Joe Namath, Walt Frazier to Boris Becker, Muhammad Ali to David Beckham, they all contribute to the roller-coaster rise, near collapse, and revival of the two brands. A page-turning narrative, Sneaker Wars is a riveting blend of family drama, business, sports, and history.

30 review for Sneaker Wars: The Enemy Brothers Who Founded Adidas and Puma and the Family Feud That Forever Changed the Business of Sport

  1. 5 out of 5

    eRin

    I'm not particularly interested in sports, business, or fashion. So it's odd that I picked up this book, since it focuses entirely on the aforementioned topics. I do, however, enjoy the Olympics and a good story--and that's what this book delivers. What is amazing to me after reading this book is how much of an impact one single family has had on the entire sports world. They may not have invented sports, but they certainly reinvented them. All because of one quiet man who liked to make shoes. Ad I'm not particularly interested in sports, business, or fashion. So it's odd that I picked up this book, since it focuses entirely on the aforementioned topics. I do, however, enjoy the Olympics and a good story--and that's what this book delivers. What is amazing to me after reading this book is how much of an impact one single family has had on the entire sports world. They may not have invented sports, but they certainly reinvented them. All because of one quiet man who liked to make shoes. Adi Dessler enjoyed coming up with new and inventive shoe designs and enlisted his brother to sell them. The brothers, however, had very vocal and public disagreements which led to the end of their relationship, both private and business. Adi, the man who liked to make shoes, called his company Adidas; and Rudolph, the man who liked to sell shoes, called his company Puma. The descendants of these two men continued the family business and one in particular changed the entire face of sports by introducing corporate sponsorships at the Olympics as well as all other major international sporting competitions. The story is too complex to adequately summarize; and some of the business talk nearly put me to sleep. But at the base of the story is a man who simply liked to make shoes. And his legacy has a massive influence on the sporting world today.

  2. 5 out of 5

    Amar Pai

    Boring!

  3. 5 out of 5

    David Ball

    I did not know that the sports shoe empires, Adidas and Puma, were both founded in a small town in Germany (Herzogenaurach) by the two brothers, Adolf and Rudolph Dassler. I do now, thanks to Pitch Invasion. The Adidas story is the main focus of the book - particularly the life of Horst Dassler, the son of the Adolf the founder of Adidas. Horst is cast away from the family’s home base in Germany to run Adidas France which he builds into a rival conglomerate which competes with and eventually ecl I did not know that the sports shoe empires, Adidas and Puma, were both founded in a small town in Germany (Herzogenaurach) by the two brothers, Adolf and Rudolph Dassler. I do now, thanks to Pitch Invasion. The Adidas story is the main focus of the book - particularly the life of Horst Dassler, the son of the Adolf the founder of Adidas. Horst is cast away from the family’s home base in Germany to run Adidas France which he builds into a rival conglomerate which competes with and eventually eclipses his parent’s company. He then starts up one of the first sports marketing companies and ends up controlling the two biggest sporting events in the world: World Cup and the Olympics. On one level, Horst’s story is an interesting case study of how to build a global business through force of personality and networking; but with favours earned through lavish gifts and five star treatment, its a dodgy business model both ethically and fiscally. Unsurprisingly, both Adidas and Puma eventually undergo financial difficulties and the founding families lose control when professional investors are brought in. I struggled to feel much sympathy for the Dasslers though: their business tactics corrupted sports and built an entire industry based on selling overpriced shoes to the image conscious - which I think is partly to blame for the vapid consumerism that now plagues western society. Published in 2006, the story sort of peters out after Horst dies in the late 1980s. In the intervening years it appears that Puma has essentially disappeared while Adidas has gone from strength to strength. An updated epilogue would be useful.

  4. 4 out of 5

    David Cain

    This is an interesting look at the history of Adidas & Puma, and I especially enjoyed the description of the founding of the companies as well as some of the early shenanigans with under-the-table endorsement payments to amateur Olympic athletes. The book is a bit uneven, jumps around in time and space, and lacks an consistent narrative thread - it seems more like a series of snapshots once you get past the more compelling narrative of the early years. The author gives disproportionate attention This is an interesting look at the history of Adidas & Puma, and I especially enjoyed the description of the founding of the companies as well as some of the early shenanigans with under-the-table endorsement payments to amateur Olympic athletes. The book is a bit uneven, jumps around in time and space, and lacks an consistent narrative thread - it seems more like a series of snapshots once you get past the more compelling narrative of the early years. The author gives disproportionate attention to Adidas over Puma, and the second half seems less a history of either company and the personalities involved than a somewhat dry description of management changes and financing arrangements. This might have been better presented as long-form magazine journalism rather than book format. Overall though, it is a quick and easy read and a good introduction into business history and marketing evolution of the sport footwear and apparel industry.

  5. 4 out of 5

    Andrew

    At one point, Adidas was an international power, on par with some mid-sized country. This book talks about how Adidas controlled the Olympics, did business with the Soviets during the cold war and controlled international sports using little brown envelops of cash and big checks. Even though it focuses on Adidas and Puma, Nike is the real hero of this book. It's amazing how Nike went from being a shoe that the Adidas executives tossed over their shoulders out of disrespect to dominating the world At one point, Adidas was an international power, on par with some mid-sized country. This book talks about how Adidas controlled the Olympics, did business with the Soviets during the cold war and controlled international sports using little brown envelops of cash and big checks. Even though it focuses on Adidas and Puma, Nike is the real hero of this book. It's amazing how Nike went from being a shoe that the Adidas executives tossed over their shoulders out of disrespect to dominating the world that Adidas and Puma invented.

  6. 4 out of 5

    Richard

    A very good biography of the Dassler Family : Adidas and Puma. The two respective brothers Adolfh (Adi) and Rudolf (Rudi) that started the Dassler Shoe Company in their mother's washroom. From there, the brothers had a falling out and they both went their both ways : Adidas and Puma and the strain and toll on the respective families. The book also discusses sports, business and politics and how they both are intertwined with one another, as well as corruption and bribery. Good subjects on other A very good biography of the Dassler Family : Adidas and Puma. The two respective brothers Adolfh (Adi) and Rudolf (Rudi) that started the Dassler Shoe Company in their mother's washroom. From there, the brothers had a falling out and they both went their both ways : Adidas and Puma and the strain and toll on the respective families. The book also discusses sports, business and politics and how they both are intertwined with one another, as well as corruption and bribery. Good subjects on other rivalry shoe companies, such as Reebok and Nike. Well-written by Ms.Barbara Smit.

  7. 5 out of 5

    Paul

    Interesting look at sneakers and international business, which seems filled with scum. The sports writing parts are off but thankfully sparse. Gets a little gushy towards some of the CEO types but pretty compelling all in all.

  8. 4 out of 5

    Patricia

    I read this book after completing Phil Knight's book, Shoedog. This book is about the roller-coaster ride of Adidas with snippets on Puma. The beginning of the book focused mainly on the brothers and family issues which I didn't find too compelling as my intention for reading the book was to learn more about the perspective of Adidas and Puma in relation to Nike and other competitors. Once, the author moved on from the family issues, I found it difficult to put the book down. This compelling boo I read this book after completing Phil Knight's book, Shoedog. This book is about the roller-coaster ride of Adidas with snippets on Puma. The beginning of the book focused mainly on the brothers and family issues which I didn't find too compelling as my intention for reading the book was to learn more about the perspective of Adidas and Puma in relation to Nike and other competitors. Once, the author moved on from the family issues, I found it difficult to put the book down. This compelling book provided an insight into business not only from the point of retail and shoes, but also for business as a whole industry. I also found it fascinating to read the perspectives of 3 companies (Puma, Adidas & NIke) when they were all competing with each-other and the lengths they went to be number one. Overall, I thoroughly enjoyed Sneaker Wars and would recommend to anyone interested in reading about company history and different views on building businesses.

  9. 5 out of 5

    Enzo Williams

    Adidas History Pitch Invasion: Adidas Puma and the Making of Modern Sport On a cold but sunny day last month, a stream of nervous-looking players, male and female, ran on to a football pitch in the southern Germantown of Herzogenaurach. The match was an attempt to heal the wounds of a bitter family argument that has split the town for 60 years – and fuelled the fortunes of two of the world's most powerful sporting brands. This is Adidas History. "The split between the Dassler brothers was to Herzo Adidas History Pitch Invasion: Adidas Puma and the Making of Modern Sport On a cold but sunny day last month, a stream of nervous-looking players, male and female, ran on to a football pitch in the southern Germantown of Herzogenaurach. The match was an attempt to heal the wounds of a bitter family argument that has split the town for 60 years – and fuelled the fortunes of two of the world's most powerful sporting brands. This is Adidas History. "The split between the Dassler brothers was to Herzogenaurach what the building of the Berlin Wall was for the German capital," says local journalist Rolf-Herbert Peters. Except that, whereas the Berlin Wall fell 20 years ago, the antagonism between Adidas and Puma is still obvious to any outsider visiting the town. I also read their is a movie that was made of this book. https://pinoyathletics.info/adidas-hi...

  10. 5 out of 5

    ROBERT

    4.5 This was a great book. The story of the beginnings and growth of Adidas and Puma from a family feud. Nice nostalgia trip because it discusses sport figures that I grew up cheering for. Great blending of sports and the growth of sport shoe businesses. Even though it starts with Adidas and Puma, the War of the Sneakers expanded to include the beginnings and growth of Nike, Reebock and other shoe companies. Lots of fascinating personalities were involved. If you liked Shoe Dogs by Phil Knight, I t 4.5 This was a great book. The story of the beginnings and growth of Adidas and Puma from a family feud. Nice nostalgia trip because it discusses sport figures that I grew up cheering for. Great blending of sports and the growth of sport shoe businesses. Even though it starts with Adidas and Puma, the War of the Sneakers expanded to include the beginnings and growth of Nike, Reebock and other shoe companies. Lots of fascinating personalities were involved. If you liked Shoe Dogs by Phil Knight, I think you will love Sneaker Wars as well.

  11. 5 out of 5

    Vidya

    Fascinating history of an iconic brand, the personalities that shaped the twists and turns, the various evolutions of these companies’ businesses and the modernization of the business of sports (I am beyond fascinated with the business of sports, if you aren’t interested, this may not be for you). Also a crazy cast of characters. Was nice to read about this era of the genius Rob Strasser as a complement to Shoe Dog. Highly recommend.

  12. 4 out of 5

    Meagan Riordan

    An in-depth and well-written of the titans of sports equipment and apparel. Their history very much influences how they operate today. The 2 brothers and their differences and fallout paved the way for these 2 titans of the sports industry. It is triumphant, upsetting, devious, and cut-throat. Just like sports. 10/10

  13. 5 out of 5

    Dylan Lysen

    I was really only interested in the Dassler family and how the companies of Adidas and Puma began, which i believe is truly fascinating, especially as Adolf and Rudolph’s rivalry seems to mirror WWII. That story mostly finished about a third through the book. The rest is about the business behemoth adidas became and it’s history after that, which I don’t really find all that interesting.

  14. 4 out of 5

    Robin

    I recommend this book to anyone who has first read "Shoe Dog" by Phil Knight. I can't believe I am reading books about shoes, but both of these books were very interesting to me. Phil's memoir is the best, but this book adds to and continues that narrative.

  15. 4 out of 5

    Caleb Deck

    Pretty solid read. Fun rivalry between brothers that developed into two competing international giants. Less narrative and more business focused than “Shoe Dog” about Phil Knight, but really good read.

  16. 4 out of 5

    Timi

    I enjoyed every bits of this book. If you want a comprehensive read about Sports' sneakers and wears, the behind the scenes politics and the business side, this is your book. I only hope there are no bad bloods between the two new owners today.

  17. 5 out of 5

    Karthigeyan Illancheran

    felt like reading a history book on sports companies. tiring read most parts.

  18. 4 out of 5

    Dondi Ligon

    The hardest played game behind hard-played games.

  19. 4 out of 5

    Arturo Lucero Espitia

    Not my kind of book. It focuses on the family and business issues based on their relationships and tricks each company used over time.

  20. 5 out of 5

    Mark Maddock

    Tremendous book giving a great insight into the history and driving force of Adidas, Puma and latterly Nike.

  21. 5 out of 5

    Bailey

    Very informative and an interesting story but was dry at times and definitely leaned towards Adidas than Puma.

  22. 5 out of 5

    Jonny Brick

    Business-minded book about two rival sports brands set up by different brothers. Great on the 1970s and the way they used TV for their gain.

  23. 5 out of 5

    Enrico Domingo

    Barbara Smit's Sneaker Wars narrates the story of Adi and Rudolf, two young adults on the road to making two of the most well known shoes in the world today. This interesting story is set on a small town of Herzogenarach near the beginning of World War 2, when the Olympics was about to start. Having contrasting personalities, the two business minded brothers separated slowly. This book analyzes deeply how two brothers separate from each other and make two different bonds of shoes that have simil Barbara Smit's Sneaker Wars narrates the story of Adi and Rudolf, two young adults on the road to making two of the most well known shoes in the world today. This interesting story is set on a small town of Herzogenarach near the beginning of World War 2, when the Olympics was about to start. Having contrasting personalities, the two business minded brothers separated slowly. This book analyzes deeply how two brothers separate from each other and make two different bonds of shoes that have similar aspects. The most memorable event for me was when the two brothers actually had a Olympic record breaking gold medalist to wear their shoes.Jesse Owens had about 3 gold medals while advertising Rudolf's and Adi's shoe. This is what gave these two brothers a good start and a bright future. This was a memorable event for me because they were really lucky for getting this man to wear their shoe. They soon had factories. Their shoes were made out of the scraps they found. For example, they used the leather on a helmet to make the design of 2 lines on the shoes. They were very resourceful with what little they could find. Ultimately, the story of Adi and Rudolf Dassler is a story of two brothers contrasting ideas, living through World War 2, splitting into two well known, successful businesses. It all adds up to a tale of how contrasting ideas and views can separate people that are close, a close, a lesson that says different ideas can split people apart. "Sneaker Wars" tells the story very accurately, showing us the struggles of a business owned by two brothers. I would recommend this book to any person whose curious about the owners' lives and why Puma and Adidas are two separate shoe companies. It was interesting to see these two relatives to split apart and how World War 2 interfered with their production on shoes. Also the struggles, achievements, rivalry, and setbacks these two sibling had made you want to read more. This book is more of a biography so it really gave me no feeling. The book has mostly stated facts. She has even included non important things such as mentioning Nike signing up Michael Jordan and how Lebron James getting big endorsement deals. I have learned that the owners of the two companies, Puma and Adidas, are not only rivals, but are also brothers.There contrasting ideas set them apart.

  24. 5 out of 5

    Malcolm

    I am not a big reader of business histories but this one came with very high recommendations from a (Facebook) friend and colleague whose work in sports studies I greatly admire and respect (thanks Brian Stoddart); I put aside my distrust of the business media and dived in. I was not disappointed in the slightest. Smit is a business journalist for such outlets as the Financial Times so has brought to this a eye for the affairs of big business, a surprisingly critical perspective (given some of h I am not a big reader of business histories but this one came with very high recommendations from a (Facebook) friend and colleague whose work in sports studies I greatly admire and respect (thanks Brian Stoddart); I put aside my distrust of the business media and dived in. I was not disappointed in the slightest. Smit is a business journalist for such outlets as the Financial Times so has brought to this a eye for the affairs of big business, a surprisingly critical perspective (given some of her employers), and a writing style that allows her to both critically explore the affairs of business and keep me engaged. Most especially, she has a very good eye for the personal stories within the business shenanigans. There is little doubt that much of the shape of the business of modern sport is the result of the actions of the Dassler family from the small Bavarian town of Herzogenaurach, the rivalry of two brothers and the ambitions (or lack thereof) of some of their children. What Smit makes clear, however, is that Adidas and Puma also failed because they became so obsessed with their rivalry across the River Aurach and their corporate arrogance as front runners that they failed to recognise challenges and threats. The result was that they not only lost their market leadership but they were also lost to the families that (formerly) owned them. Don’t expect a rigorous academic or scholarly analysis – this is, after all, a popular sport/business book – but do expect a mainly warts and all (there are a couple of key ‘rumours’ not explored) exploration of how the business of contemporary sport came to its current form, the role of a provincial Bavarian family in that growth, the place of links with the Nazi party in allowing that family to flourish, and function the narrow-ness of European (including British) thinking about sport and business in the eclipsing of sport-business’s founding forces. Excellent!

  25. 5 out of 5

    Brian

    Sneaker Wars sets out to cover a wide range of topics related to the rivalry between Adidas and Puma in addition to the start of the commercialization of sports. The book focuses primarily on Adidas and the rivalry within that company. The story describes how two brothers divided by their support over the Nazi Government went on to form two competing shoe companies. One would come to dominate the sports industry while another would provide stiff competition until the advent of Nike and Reebok. A Sneaker Wars sets out to cover a wide range of topics related to the rivalry between Adidas and Puma in addition to the start of the commercialization of sports. The book focuses primarily on Adidas and the rivalry within that company. The story describes how two brothers divided by their support over the Nazi Government went on to form two competing shoe companies. One would come to dominate the sports industry while another would provide stiff competition until the advent of Nike and Reebok. Adidas was further divided by the father and the son who divided Europe between traditional Germany and France. The French Adidas would define the sports industry by bribing, begging and sometimes stealing their way into Olympics and World Cups. The sheer shock of how much corruption came about from the effort of these two companies was a new level of greed into the world of sports. The development of endorsements would bring another level further still to corrupt sports and create new superstars through advertising. The book is well researched and tells a story that is often forgotten in the world of sports. For those who want to see how sports marketing and endorsements got their start then this is a book for you. For those who are interested in how these two companies came to compete against one another this book is for you. Finally if you are into the history of anything related to the sports industry then this is one to check out.

  26. 4 out of 5

    L

    The title of this book is misleading; maybe 50-100 pages of the book actually talk about the warring Dassler brothers (best tidbit: Adidas is named for Adi Dassler). The rest of the book spends too much time detailing the financial transactions of Adidas, Puma, Nike, Reebok, and others, with a heavy focus on the '60s and '70s. Certain stories are interesting, but others seem to be aimed at people who care a lot more about finance than I do. I would have liked to know more about the early years o The title of this book is misleading; maybe 50-100 pages of the book actually talk about the warring Dassler brothers (best tidbit: Adidas is named for Adi Dassler). The rest of the book spends too much time detailing the financial transactions of Adidas, Puma, Nike, Reebok, and others, with a heavy focus on the '60s and '70s. Certain stories are interesting, but others seem to be aimed at people who care a lot more about finance than I do. I would have liked to know more about the early years of the companies and the original Dassler brothers, and I would have liked a bit more historical context. At a certain point, it's hard to keep track of where in time the story is. There will be the occasional sentence to say "and then the Berlin wall came down" so you realize that you've reached the end of the '80s, but that's about it. Overall, an interesting concept, but it wasn't focused on the part of the story I found most interesting.

  27. 4 out of 5

    George

    A PRETTY GOOD READ. “Great brand, dumb company”—page 206 ‘Sneaker Wars’, by Barbara Smit, is a tale of sibling rivalries, family feuds and inter-generational animosities on steroids. Reading at times as if it might have been written by a committee of accountants—with its ‘40% gross margins’ here and its ‘million-dollar payouts’ there—the story of three generations of the Dassler families of Herzogenaurach, Germany, and their sport's shoe and clothing empires: Adidas and Puma, is rife with family an A PRETTY GOOD READ. “Great brand, dumb company”—page 206 ‘Sneaker Wars’, by Barbara Smit, is a tale of sibling rivalries, family feuds and inter-generational animosities on steroids. Reading at times as if it might have been written by a committee of accountants—with its ‘40% gross margins’ here and its ‘million-dollar payouts’ there—the story of three generations of the Dassler families of Herzogenaurach, Germany, and their sport's shoe and clothing empires: Adidas and Puma, is rife with family and business rivalries, intrigues and devious dealings. The moral of the story seems to be that in business, as in sports, as in politics, as in life: He with the least scruples wins. Not my favorite moral, but interesting reading, none-the-less. Recommendation: A pretty interesting read, especially for those with a business biographies bent. HarperCollins Publishers hardcover edition, 344.

  28. 5 out of 5

    Richard

    How did Adidas and Puma get it's name? Why were their manufacturing plants across the river from each other? Is Adidas a French or German shoe company? Who invented spikes? What about Tiger, Nike, Converse and Pony? What is a Trefoil? Sneaker Wars answers these and many more questions. A well researched and written book about the origin of Adidas and Puma. The book traces the rise and fall of these two well-known brands as they try to out-wit each other in manufacturing, marketing, and sponsorsh How did Adidas and Puma get it's name? Why were their manufacturing plants across the river from each other? Is Adidas a French or German shoe company? Who invented spikes? What about Tiger, Nike, Converse and Pony? What is a Trefoil? Sneaker Wars answers these and many more questions. A well researched and written book about the origin of Adidas and Puma. The book traces the rise and fall of these two well-known brands as they try to out-wit each other in manufacturing, marketing, and sponsorship. The only criticism is that a large portion of the book was written about Adidas... I enjoyed reading this book especially since I fondly remember wearing these shoes why growing up: Nike Wimbledon (my favorite) Nike Waffle Nike Leather Cortez Tiger Adidas Stan Smith Reebok K-Swiss Pony

  29. 4 out of 5

    Bruce

    A great book for sneaker heads, as well as fans of non-fiction/history in general. Painstakingly researched, the narrative can sometimes get bogged down in what seems like minutiae, but which actually informs the eventualities the companies faced while battling with each other (and eventually with Nike and Reebok). Even though the majority of the book is more about the legacy of Puma and (especially) Adidas than it is about the soured relationship between Adi and Rudi Dassler, the rivalry establ A great book for sneaker heads, as well as fans of non-fiction/history in general. Painstakingly researched, the narrative can sometimes get bogged down in what seems like minutiae, but which actually informs the eventualities the companies faced while battling with each other (and eventually with Nike and Reebok). Even though the majority of the book is more about the legacy of Puma and (especially) Adidas than it is about the soured relationship between Adi and Rudi Dassler, the rivalry establishes the trajectory of the book, straight through to its final pages. I found it immensely informative, often entertaining, and much more interesting than any book I could imagine about the machinations of the sports business world. I also got more comments and questions while reading it on the train than any other book I've ever commuted with! Highly recommended!

  30. 5 out of 5

    Manda

    I don't think I've read a true story that was quite as entertaining as this one in a very long time. At times reading like an espionage story with the intrigues and sabotages undertaken between the warring Dassler cousins in the 60s and 70s, this history of two connected and yet very separate businesses never failed to be entertaining and interesting. The rising and falling fortunes of Adidas and Puma marked the rise of the sponsored sporting industry as we know it today, much of which was preci I don't think I've read a true story that was quite as entertaining as this one in a very long time. At times reading like an espionage story with the intrigues and sabotages undertaken between the warring Dassler cousins in the 60s and 70s, this history of two connected and yet very separate businesses never failed to be entertaining and interesting. The rising and falling fortunes of Adidas and Puma marked the rise of the sponsored sporting industry as we know it today, much of which was precipitated by Horst Dassler's not always ethical innovations during his time as head of Adidas. This is a very well researched, ambitious corporate history that has a lot to offer both business and sporting enthusiasts.

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