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Sneaker Wars: The Enemy Brothers Who Founded Adidas and Puma and the Family Feud That Forever Changed the Business of Sport
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 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.
400 pages, Hardcover
First published September 12, 2005
About the author
Barbara Smit
6 books14 followersBarbara Smit has written for the Financial Times, the International Herald Tribune, the Economist, and Time, among other publications. She received her master's degree in international journalism from City University in London. She lives in France.
-HarperCollins
-HarperCollins
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Displaying 1 - 30 of 113 reviews
July 10, 2014
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.
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.
November 14, 2020
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.
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.
March 26, 2019
Boring!
January 26, 2024
This was a really interesting read. I would definitely recommend for anyone who's interested in the sport entertainment business. It's incredible to discover that the behemoth that is sports branding and entertainment owes its origin to 2 brothers who enjoyed sports apparel in Germany.
I wish the book had a more balanced focus; 80% of the book was about Adidas while Puma's mentions started to trickle about halfway through (the first half of the book focuses on the rivalry, but it dies down a bit). The mentioning of Nike and Reebok was a welcome inclusion as it helped draw a picture of what the entire sporting industry looked like during Adidas's lifetime. I also enjoyed some of the entrepreneurial and strategic insights this book provided; seeing how business was done in the 20th century and tactics brands employed to pull ahead in front of their competitors was both entertaining and informative.
I wish the book had a more balanced focus; 80% of the book was about Adidas while Puma's mentions started to trickle about halfway through (the first half of the book focuses on the rivalry, but it dies down a bit). The mentioning of Nike and Reebok was a welcome inclusion as it helped draw a picture of what the entire sporting industry looked like during Adidas's lifetime. I also enjoyed some of the entrepreneurial and strategic insights this book provided; seeing how business was done in the 20th century and tactics brands employed to pull ahead in front of their competitors was both entertaining and informative.
March 18, 2012
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.
July 12, 2024
This book was recommended to me by my husband. My first job out of college was in retail management. For almost two years in the Los Angeles area I worked for a women's athletic shoe store chain. It was at a time where there was a large growth of women embracing running. Right after I had graduated, I ran my first marathon in 1988, and was hooked at that time on 'everything' that involved running.
What I liked: the history that went with, "Sneaker Wars" as well as the athletes and their athletic marketing influence throughout the read. (Examples- Jesse Owens, Mark Spitz, Steve Prefontaine, Muhammad Ali, Kobe Bryant, Yao Ming, Mary Decker, Alberto Salazar etc.)
What didn't work for me: At times, the pacing was slow. Some spots throughout had multi aspects and multiple characters being described, which I felt took away from the storyline.
Overall though, an interesting read.
What I liked: the history that went with, "Sneaker Wars" as well as the athletes and their athletic marketing influence throughout the read. (Examples- Jesse Owens, Mark Spitz, Steve Prefontaine, Muhammad Ali, Kobe Bryant, Yao Ming, Mary Decker, Alberto Salazar etc.)
What didn't work for me: At times, the pacing was slow. Some spots throughout had multi aspects and multiple characters being described, which I felt took away from the storyline.
Overall though, an interesting read.
May 13, 2008
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.
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.
July 26, 2014
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.
June 8, 2017
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.
October 7, 2025
This... is one wild ride into the finances and dreams and shenanigans of the world of professional sport footwear. You’d kind of think it’s old hat and not very interesting.
The book follows the rise and fall of Adidas and Puma, separately owned by two brothers. Their hatred built one and about destroyed the other and in the end they were so obsessed with their brands they were blindsided by Reebok and Nike.
The cast is enormous. The plot(s) innumerable. Sometimes a little too much detail for my taste I read it steadily. I knew some of the players from modern times and some events but I never connected shoes sales to those events. The deals, the dealers, the financial ups and downs, and payola, make an incredible history.
Jesse Owens wore Adidas. Muhammad Ali wore Adidas. David Beckham wore Adidas. But, currently in the USA whole leagues wear Nike. The book reads like Nike is just about as disliked as was Adidas, at one time. The turn of events, of course, took soccer boots to fashion, think Air Jordan, for example. Empires bought and sold, international intrigue, all here.
This is an amazing story.
###
The book follows the rise and fall of Adidas and Puma, separately owned by two brothers. Their hatred built one and about destroyed the other and in the end they were so obsessed with their brands they were blindsided by Reebok and Nike.
The cast is enormous. The plot(s) innumerable. Sometimes a little too much detail for my taste I read it steadily. I knew some of the players from modern times and some events but I never connected shoes sales to those events. The deals, the dealers, the financial ups and downs, and payola, make an incredible history.
Jesse Owens wore Adidas. Muhammad Ali wore Adidas. David Beckham wore Adidas. But, currently in the USA whole leagues wear Nike. The book reads like Nike is just about as disliked as was Adidas, at one time. The turn of events, of course, took soccer boots to fashion, think Air Jordan, for example. Empires bought and sold, international intrigue, all here.
This is an amazing story.
###
March 3, 2022
As the title of the book indicates, this is the story of how two brothers (Adolf and Rudolph) fell apart and ended up building two of the biggest sports brands in the world. And there's no shortage of drama - surviving through WWII, intense family bickering and one upmanship, secret deals, serial ownership changes, rising from the brink of collapses, etc. Through the journey, two personalities stand out (both Adidas side) - Adolf the master technician and very much the father of sports shoes, and his son Horst who not only grew the business & product lines exponentially but established the foundations of global sports marketing/sponsorships. Horst's influence in the appointments of Samaranch, Havelange and Blatter in their IOC and FIFA roles is unimaginable in the current day. We also see the appearance and meteoric rise of Nike and Reebok as sports giants in the US, as the German companies continued to ignore or fail repeatedly in the market.
The story could have been treated with a more coherent and engaging narrative though. There are a lot of characters and events introduced, and the middle parts read like a bland history book, before picking back up later. Also, this is more of a biography of Adidas, with Puma relegated to the sidelines after the initial stages.
The story could have been treated with a more coherent and engaging narrative though. There are a lot of characters and events introduced, and the middle parts read like a bland history book, before picking back up later. Also, this is more of a biography of Adidas, with Puma relegated to the sidelines after the initial stages.
May 20, 2017
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.
Overall, I thoroughly enjoyed Sneaker Wars and would recommend to anyone interested in reading about company history and different views on building businesses.
April 24, 2020
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...
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...
November 1, 2020
The beginning of this book was quite interesting. If the entire book had been like the beginning, I would have rated it much higher overall. I enjoyed hearing about the Dassler brothers and how their family got into sneakers. I didn't enjoy the brothers fighting that led to the split into Puma and Adidas brands, but that part of the story was still interesting.
The middle of the story was okay. It got a little confusing for me with all the children and children of children and trying to remember which ones went with which family. There were a lot of machinations to get contracts and other things that probably weren't so legal.
The end of the story of Puma was sad and of Adidas even sadder. But by the end of the book, I almost didn't care anymore what happened to Adidas. No, make that I didn't care about what happened to Adidas.
The middle of the story was okay. It got a little confusing for me with all the children and children of children and trying to remember which ones went with which family. There were a lot of machinations to get contracts and other things that probably weren't so legal.
The end of the story of Puma was sad and of Adidas even sadder. But by the end of the book, I almost didn't care anymore what happened to Adidas. No, make that I didn't care about what happened to Adidas.
November 4, 2024
After reading Shoe Dog by Phil Knight and the history of Nike, I was so engaged I wanted to read more about the running shoe business so I picked up Sneaker Wars by Barbara Smit. It covers the period from 1936, where the two Dassler brothers in Germany had started a running shoe company, to 2005. They had success with their product in the Berlin Olympics but a family feud arose and each brother established their own companies, one being Adidas and the other Puma. They revolutionized the sports world and the readers are taken behind the scenes with backroom deals and huge dollar contracts. The ups and downs of the companies are like a roller coaster ride with a clear view of the inner workings of a business environment.
May 16, 2021
A very interesting story! The books tells about the origins of the two famous brands Adidas and Puma. The brands were created by two brothers Adolf (Adidas) and Rudolf (Puma). They always had rivalries and conflicts. Their differences escalated so high and it was so sad they weren't able to resolve their issues even when the next generations took ever the business.
I just love how the brand contributed so much to the sport arena from FIFA World Cup, Olympics, Marathons and more. There were also some athletes who got bribed by the brand just to gain popularity. It was a great story to read. I highly recommend.
I just love how the brand contributed so much to the sport arena from FIFA World Cup, Olympics, Marathons and more. There were also some athletes who got bribed by the brand just to gain popularity. It was a great story to read. I highly recommend.
March 12, 2024
What a read‼️This book is more about Adidas than Puma really. If you want to understand the roots of sports marketing, the big endorsements, why FiFA, the IOC and sporting organizations operate the way they do, this book is a must add to your list. It’s about the journey of the brand of Adidas but also the impact of the decisions of mostly Horst Dassler (Adi’s) son had in propelling sport marketing into what we know it today. I am going to shelve it as a classic!
Fun Fact: I am a die hard Nike kid that runs with adidas runners. Being quizzed on why I am pro-Nike, I decided to research on Adidas, this was my starting point.
Fun Fact: I am a die hard Nike kid that runs with adidas runners. Being quizzed on why I am pro-Nike, I decided to research on Adidas, this was my starting point.
December 21, 2018
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.
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.
August 17, 2018
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.
January 10, 2024
I ordered this book 8-9 years ago in another life when I was a full time store manger at a running shop in Cleveland. I started it and never finished. This began a continuous habit of buying books never to finish. Hoping change that habit in 2024.
Sneaker Wars was a good read for anyone that’s into a bit of history and sports colliding. Certainly some dry spots that you have to power through but it was enjoyable from start to finish.
Sneaker Wars was a good read for anyone that’s into a bit of history and sports colliding. Certainly some dry spots that you have to power through but it was enjoyable from start to finish.
June 12, 2025
Transitioning from regular shoes to barefoot ones isn’t always easy, but it’s absolutely worth it if you care about joint health and proper posture. I found a great range at https://barefoot-brands.com/shoes-lik... that really helped ease the shift. Their shoes are designed with zero drop soles and a wide toe box, which allows for a much more natural stride. I also appreciate that they actually look cool—you don’t have to choose between function and fashion anymore.
March 22, 2020
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
July 9, 2020
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.
December 26, 2020
The story of the two brothers and their family, the story of Puma and Adidas with side-characters of Nike and Reebok.
Not a very heavy read. If you would like to know about the two brands, it is a good read. Covers a lot of the little known businesses that Adidas family was involved in, which shaped the current sports-entertainment culture.
Not a very heavy read. If you would like to know about the two brands, it is a good read. Covers a lot of the little known businesses that Adidas family was involved in, which shaped the current sports-entertainment culture.
November 18, 2018
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.
March 23, 2020
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.
April 16, 2020
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.
I only hope there are no bad bloods between the two new owners today.
January 1, 2021
It was very interesting. I didn’t know anything about the world of sports, or even what Puma was! This book describes the ups and downs of the sports business, and how the Dasslers changed it forever.
April 29, 2021
Very informative book about the history and rivalry between two very stylish iconic sneaker brands. These two styles were neighborhood competitors throughout NYC in the 70s and 80s. Still cool to the day. BROTHERS, oh snap! Get the real story here
June 22, 2021
Such an interesting read. I cannot fathom the amount of research involved in this complicated tale! And to make some of the drier business material compelling is a real talent. I highly recommend this title.
Displaying 1 - 30 of 113 reviews