Sneaker Wars: Adidas V Puma

Sneaker Wars: Adidas V Puma

© National Geographic
Sneaker Wars: Adidas V Puma

Synopsis

"Sneaker Wars: Adidas V. Puma" dives deep into the fierce, decades-long rivalry between two global sportswear giants, born from a family feud. Brothers Adi and Rudi Dassler founded Adidas and Puma, turning their personal conflict into a battle for dominance in the athletic world. This series uncovers the origins of their split, their innovative contributions to sports culture, and how their competition reshaped the sneaker industry. Featuring interviews with experts, athletes, and insiders, the show highlights key moments in the brands' histories, their influence on global fashion, and the ongoing legacy of two brothers whose rivalry changed the game forever.

Episodes

Season 1

  • A Rivalry Begins

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    Two brothers from a small German, shoemaking town have a feud and vow never to speak to each other ever again. Adolf (Adi) Dassler goes on to form Adidas and Rudolf (Rudi) Dassler goes on to form Puma. Through access to both companies, we begin the story of the decades-long rivalry which revolutionized the sportswear industry, athlete endorsements and re-shaped the modern sports world.

  • From the Courts to the Streets

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    Sportswear has become a global fashion statement. Puma brings bold style to New York Fashion Week, while Adidas partners with Kanye West to create the most successful sneaker line in history. Both brands entered the U.S. market, sparking a cultural revolution (The Clyde, “My Adidas”) that continues to evolve today, blending athletic performance with lifestyle fashion in unprecedented ways.

  • Win at all Costs

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    Bjorn Gulden’s move from Puma to Adidas shocks many, embodying the win-at-all-costs mindset that has defined both brands for decades. Adidas sells off Yeezy stock to stabilize its finances, while Puma continues its rise in F1 through ambassador A$AP Rocky. As both brands celebrate their 75th anniversaries, their fierce rivalry continues to fuel their global success.