In 1919, two brothers Rudolf Dassler and Adolf “Adi” Dassler, founded the shoe manufacturing company Sportfabrik Gebrüder Dassler, or Geda for short that ran very successfully.
It was so successful that African-American runner Jesse Owens wore Geda shoes when he won a gold medal in the 1936 Olympics.
During the peak of World War II, there was a huge dispute between the brothers due to which the two brothers split. In 1948, after over 30 years of working together, Adolf and Rudolf abruptly shut Geda and separated. Although the reason behind the disparity is still unknown, it is believed to have emerged from the strife between their respective wives, who did not get along, yet were forced to live in the same villa.
Later in 1948, Rudolf launched his brand “Ruda” which was later renamed Puma. In 1949, Adolf established Adidas. Geda’s workforce and resources were split between the brothers that helped them with their startups.
This family feud started a long-lasting rivalry that sticks to this day and is reflected passionately rivalries between football clubs and culture of animosity between Puma and Adidas employees too!