Robert Kuhn and Thomas Thiel: The Prehistory of Adidas and Puma
During World War II, industries big and small all over Germany became part of Hitler's massive war machine. The change even affected the predecessor of footwear legends Adidas and Puma, which -- oddly enough -- manufactured Germany's version of the bazooka.
When the starting shot rang out, the athletes surged forward. Jesse Owens dug his spikes deep into the racing track of Berlin's Olympic Stadium -- and the best sprinter of his day dominated the 100 meters race to win a gold medal at the 1936 Olympic Games. America's black superstar took home a total of four gold medals. And each of his victories represented minor triumphs for two German brothers as well -- Adolf ("Adi") and Rudolf Dassler -- the manufacturers of the sprinting shoes that carried the sprinter of the century from victory to victory.
Of course, success did not come as a total surprise. Herzogenaurach, the Dasslers' home town in Bavaria, has a long tradition as a center for shoemaking. In 1922, for example, it boasted 112 shoemakers drawn from a population of 3,500. It was here, in 1924, that Adolf and Rudolf Dassler founded the "Dassler Brothers Shoe Factory" to specialize in athletic shoes. During the 1932 Olympic Games in Los Angeles, a German sprinter wearing Dassler spikes took the bronze medal. But it was the legendary shoes of Owens that established the Dasslers' worldwide reputation and laid the foundation for two exceptional careers. After the war, Adi and Rudolf went their separate ways. Each would build up one of West Germany's showpiece sports companies -- one Adidas, the other Puma.
But the history of the Dasslers -- who both joined the Nazi Party in 1933 -- wouldn't be complete without one chapter from World War II: In 1944, there was suddenly a spike in the number of Allied tanks being blown apart by German fire. The culprit was the latest anti-tank rocket launcher, nicknamed the "Panzerschreck" ("Tank Terror"). This extremely effective weapon petrified Allied tank crews -- and it was manufactured in the same factory that had developed Owens' shoes only eight years earlier....
Read entire article at Spiegel Online
When the starting shot rang out, the athletes surged forward. Jesse Owens dug his spikes deep into the racing track of Berlin's Olympic Stadium -- and the best sprinter of his day dominated the 100 meters race to win a gold medal at the 1936 Olympic Games. America's black superstar took home a total of four gold medals. And each of his victories represented minor triumphs for two German brothers as well -- Adolf ("Adi") and Rudolf Dassler -- the manufacturers of the sprinting shoes that carried the sprinter of the century from victory to victory.
Of course, success did not come as a total surprise. Herzogenaurach, the Dasslers' home town in Bavaria, has a long tradition as a center for shoemaking. In 1922, for example, it boasted 112 shoemakers drawn from a population of 3,500. It was here, in 1924, that Adolf and Rudolf Dassler founded the "Dassler Brothers Shoe Factory" to specialize in athletic shoes. During the 1932 Olympic Games in Los Angeles, a German sprinter wearing Dassler spikes took the bronze medal. But it was the legendary shoes of Owens that established the Dasslers' worldwide reputation and laid the foundation for two exceptional careers. After the war, Adi and Rudolf went their separate ways. Each would build up one of West Germany's showpiece sports companies -- one Adidas, the other Puma.
But the history of the Dasslers -- who both joined the Nazi Party in 1933 -- wouldn't be complete without one chapter from World War II: In 1944, there was suddenly a spike in the number of Allied tanks being blown apart by German fire. The culprit was the latest anti-tank rocket launcher, nicknamed the "Panzerschreck" ("Tank Terror"). This extremely effective weapon petrified Allied tank crews -- and it was manufactured in the same factory that had developed Owens' shoes only eight years earlier....