Some rivalries go beyond time, and the one between Adidas and Puma is one of the most famous in sports history. The series “Sneaker Wars: Adidas v Puma”, available on Hulu, explores this legendary feud that started within a family and ended up reshaping the entire sportswear industry.
The Origin of the Feud: Brothers at War
It all began in Herzogenaurach, Germany, where brothers Adi and Rudi Dassler created a small shoe factory. United by a single dream, they made innovative footwear worn by Olympic athletes. However, personal and professional conflicts soon divided them.
As tensions grew, they split the business. From that moment, Adidas was born under Adi, while Puma emerged from Rudi’s vision.
What started as a family disagreement became a powerful corporate rivalry. Espionage, bold marketing, and huge sponsorship deals defined the battle between the two brands. The series shows how this conflict shaped their hometown, which remains divided to this day — one side loyal to Adidas, the other to Puma.
Watch it now on Hulu!
Innovation Fueled by Competition
The “Sneaker Wars” was not only about pride; it pushed both companies toward constant innovation. Each move from one brand forced the other to respond. When Adidas launched a new cushioning system, Puma answered with modern, stylish designs aimed at younger fans.
Because of this constant race, sneakers evolved rapidly. The show reveals how this competition changed the way we see sportswear, blending performance with lifestyle and culture.
Behind the Scenes and Production Details
“Sneaker Wars: Adidas v Puma” mixes interviews, dramatizations, and rare footage to tell a story filled with passion and ambition. Beyond business, it shows how the world around them — politics, economy, and war — influenced every decision.
One of the most interesting aspects is its portrayal of Herzogenaurach, the small German town turned into a battlefield between the two companies. Even local bars and soccer teams picked sides. The rivalry went beyond business; it became part of daily life.
Cultural Impact Beyond the Brands
More than sports companies, Adidas and Puma became symbols of culture. From athletes to artists and from stadiums to runways, both brands built unique global identities. Their influence extended into fashion and music, showing how sneakers became statements of personality.
The series also reminds us that, despite the conflict, the Dassler brothers shared the same passion for excellence. Their rivalry drove them to create legacies that still inspire the world of sports and fashion today.
If you enjoy stories about innovation, family drama, and transformation, “Sneaker Wars: Adidas v Puma” is a must-watch. It proves how a dream shared by two brothers could turn into one of the greatest brand battles ever.
Watch it now on Hulu!
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