[custom_adv]
But after World War II, tensions between the brothers exploded into a bitter feud. In 1948, they split the company — Adolf founding Adidas (from Adi + Das), and Rudolf creating Puma. Their rivalry didn’t just divide the family; it split the entire town into two camps, with residents pledging loyalty to either Adidas or Puma. After the 1948 breakup, Herzogenaurach became the “town of bent necks” locals would glance down to check which shoes someone wore before deciding whether to talk to them. The two factories sat on opposite sides of the Aurach River, and for decades, employees wouldn’t cross the invisible line separating Adidas from Puma territory.
