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The rivalry fueled relentless innovation. Adidas pioneered screw-in football studs that helped West Germany win the 1954 FIFA World Cup. Puma answered with their own performance breakthroughs, sponsoring legendary athletes like Pelé, who cheekily tied his Puma laces in front of millions during the 1970 World Cup. For years, the brothers never reconciled. Even in death, they were buried at opposite ends of the same cemetery, as far apart as possible.
