The First Cooperation Between Nike and Adidas: Sign of an End to Competition among Brands
In the last urgent moments of the World Cup Final, a player from Spain kick an Adidas ball into the goal. And this player wore a pair of Nike football shoes. Then Spain became the final winner. How amazing this event is! For Adidas and Nike has never cooperated with each other before. The competition between Adidas and Nike has lasted for a long period and there is no chance for them to be partners. For the war between the two enterprise giants, this is an absolutely historical moment, for it put a temporary stop for the war.
Before the world cup 2010, some changes are endowed to Nike’s ads “Write the Future”, and owing to this advertisement, Nike football shoes win great success with satisfying sales. What that Spain player wore were Nike Mercurial Vapor shoes which were the forth series. But it was Adidas whose shoes became the final winner in shoes sales after its advertisement was displayed in the football field. For the public, during a long period, the battle between Adidas and Nike continues, however, the fact is that there was an intense competition between Adidas and Puma fifty years ago and it seemed to be endless.
The family of Dasslers was a happy one in the 1920s. In this family, the father was a master cobbler, and he had two sons, i.e. Adolf (Adi) and Rudolf (Rudi). Both the two sons seemed to be the genius of creating super effective sports shoes with leather.
Spiked running shoes were designed by aid. And to take part in the 1936 Olympics in Berlin, Jesse Owens made Adi’s creation as his choice. However, in the period of the Second World War, there aroused some relationship problems between the two brothers. According to words of Ernst Dittrich, the head of the town archives in Herzogenaurach, northern Bavaria, the brotherhood between the two, like a marriage, became rather terrible.
It was said the problems appeared when Adi and his family were trying to avoid an Allied air raid.
When it comes to the membership of the big family, kinds of rumors arise. Among these rumors, there is one most possible explanation. That is, in the late war years, hostility was buried deeply. During that period, Rudi was an US prisoner of war.
Adi had become the leader in the factory when Rudi came back but the former would not like to share the power with the latter.
Rudi was rather angry and then set up his own factory with the name of Puma on the other side of the river. As to Adi’s factory, its name was Adidas. In this way, a fierce war appeared between the two factories, because both intent to own the global football shoes market.
The hatred has declined a lot in recent years. Adi and Rudi both passed away and there has less family participation in these two companies.
Now, the competition becomes fiercer and more complicated with the join of Nike soccer shoes. As Nike and Adidas cooperate with each other, the battle between Adidas and Puma will be over in the future.
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