Sneaker Wars

Sneaker Wars traces the rise of Adolf "Adi" Dassler and Rudolf Dassler from a small Bavarian shoe business to the creation of Adidas and Puma. The narrative follows the brothers through the Berlin Olympics, war and denazification, the postwar split, athlete endorsements, World Cups, Olympic politics, sports sponsorship, the rise of Nike and Reebok, and the later reinvention of both companies. It is a business history of family rivalry, product innovation, branding, sports marketing, and the commercialization of modern sport.