Helmut Fischer will not be cheering for Germany during the Euro 2016. He comes from the Bavarian town of Herzogenaurach, where sport is a family affair that gets bitter and personal.
Fischer, 67, said he has always hated the jerseys worn by Die Mannschaft, which are made by Adidas.
“I never watch any of their matches, unless they’re facing a team wearing Puma shirts,” he said.
Photo: AFP
The pretty town of 25,000 in the southern state of Bavaria is where the Dassler brothers, Adolf and Rudolf, set up their rival sportswear empires, Adidas and Puma.
Fischer has worked for Puma for 38 years and the allegiance goes more than just skin deep. He is proud of his employer’s logo tattooed onto his calves and on his back.
And when he meets someone for the first time, he says he “automatically” looks at what they’re wearing on their feet before saying hello.
The habit is so widespread in Herzogenaurach that it has been nicknamed “the town of bent necks.”
For decades, everyone sported their trainers as a sort of flag: Adidas on the southern bank of the Aurach river that divides the town, and Puma to the north.
It has never been quite clear what caused Adolf and his older brother, Rudolf, to fall out in 1948.
However, there has never been a lack of theories — jealousies during the Nazi period, interference by the brothers’ wives, extramarital affairs.
“The secret has never been uncovered. All of the explanations up until now are just suppositions,” said Joerg Dassler, a grandson of Rudolf, who quit the sports industry to become an event manager.
“No one understood why they fell out,” said Georg Hetzler, an 85-year-old pensioner who was an apprentice tailor when the two brothers broke up their joint company, Dassler Brothers.
Initially hired by Rudolf, he was one of 13 adventurers who followed him to Puma.
Adolf held on to the equipment and most of the workforce and christened his firm Adidas, which combines the abbreviated form of his first name with the first part of his surname.
What ensued was a bitter family feud littered with betrayals and low blows.
During the 1968 Mexico Olympic Games, Adidas had Puma’s shoes held up at customs.
In 1970, Puma broke a gentlemen’s agreement between the two to not hire Pele, taking him on for the World Cup.
“The family feud spread to the entire workforce,” said Joerg Dassler, who only met his grand-uncle Adolf once, in the stands during an athletics championship.
The two never spoke.
During the 1960s and 1970s, the “Pumeraner” and the “Adidassler,” as the respective workforces called themselves, “didn’t even sit next to each other in bars,” Georg Hetzler said.
“When I started at Adidas 30 years ago, we were forbidden from even mentioning the name Puma. We always had to speak of ‘the competitor on the other side of the Aurach,” Adidas chief executive Herber Hainer said.
“There were restaurants and bars only frequented by Puma employees and others only by Adidas employees, but that’s over now,” he said.
On Herzogenaurach’s market place, the 100-year-old bakery, Roemmelt, is staying neutral.
“My parents always had a pair of shoes of each brand in their car, which they would put on,” depending on which firm they were delivering to, said Klaus Roemmelt, 53.
A Dassler has not been in charge of either group since the early 1990s.
Adidas and Puma are both now listed on the stock exchange and attract employees from all over the world who are less inclined to carry on the feud.
In face of the battle with the world’s No. 1 sportshoe maker, Nike, the family squabbles are unimportant anyway. Nike, with annual sales of US$30.6 billion, dwarfs Adidas with US$19 billion and Puma with just US$2.64 billion.
Officially, the two brothers buried the hatchet in 2009 at a soccer match between teams made up of Adidas and Puma workers mixed together.
Bjorn Gulden, the Norwegian head of Puma, who has also worked at Adidas, insisted the rivalry has reached a “healthy” balance.
However, tensions remain. Adidas recently delayed a Puma building application for an extension of its headquarters at the town authorities.
Moreover, both accuse the other of plagiarism.
Their two new sportshoe models — Adidas’ “Boost” and Puma’s “NRGY” — look remarkably similar, with their soles made of expanded thermoplastic polyurethane (eTPU), a shock-absorbing granulated component.
Puma began developing the technology with chemical giant BASF, but BASF pulled out of the partnership to work with Adidas instead.
Puma says it invented the detachable cleats used on the Adidas boots worn by German players when they won the 1954 World Cup final.
Ever since, Die Mannschaft have worn the Adidas logo.
Herzogenaurach also has two soccer teams: ASV, who are sponsored by Adidas, and FC, who wear Puma.
Since 2014, young players have trained wearing the same jersey.
“That would have been unthinkable 40 years ago,” Herzogenaurach Mayor German Hacker said.
However, “the final hurdle would be a merger of the two clubs, and that’s a very long way off, with the family lines etched too deeply into people’s minds,” he said.
purpose: Tesla’s CEO sought to meet senior Chinese officials to discuss the rollout of its ‘full self-driving’ software in China and approval to transfer data they had collected Tesla Inc CEO Elon Musk arrived in Beijing yesterday on an unannounced visit, where he is expected to meet senior officials to discuss the rollout of "full self-driving" (FSD) software and permission to transfer data overseas, according to a person with knowledge of the matter. Chinese state media reported that he met Premier Li Qiang (李強) in Beijing, during which Li told Musk that Tesla's development in China could be regarded as a successful example of US-China economic and trade cooperation. Musk confirmed his meeting with the premier yesterday with a post on social media platform X. "Honored to meet with Premier Li
Dutch brewing company Heineken NV on Friday announced an investment of NT$13.5 billion (US$414.62 million) over the next five years in Taiwan. The first multinational brewing company to operate in Taiwan, Heineken made the statement at a ceremony held at its brewery in Pingtung County. It also outlined its efforts to make the brewery “net zero” by 2030. Heineken has been in the Taiwanese market for 20 years, Heineken Taiwan managing director Jeff Wu (吳建甫) said. With strong support from local consumers, the Dutch brewery decided to transition from sales to manufacturing in the country, Wu said. Heineken assumed majority ownership and management rights
ARTIFICIAL INTELLIGENCE: The chipmaker last month raised its capital spending by 28 percent for this year to NT$32 billion from a previous estimate of NT$25 billion Contract chipmaker Powerchip Semiconductor Manufacturing Corp (力積電子) yesterday launched a new 12-inch fab, tapping into advanced chip-on-wafer-on-substrate (CoWoS) packaging technology to support rising demand for artificial intelligence (AI) devices. Powerchip is to offer interposers, one of three parts in CoWoS packaging technology, with shipments scheduled for the second half of this year, Powerchip chairman Frank Huang (黃崇仁) told reporters on the sidelines of a fab inauguration ceremony in the Tongluo Science Park (銅鑼科學園區) in Miaoli County yesterday. “We are working with customers to supply CoWoS-related business, utilizing part of this new fab’s capacity,” Huang said, adding that Powerchip intended to bridge
Microsoft Corp yesterday said that it would create Thailand’s first data center region to boost cloud and artificial intelligence (AI) infrastructure, promising AI training to more than 100,000 people to develop tech. Bangkok is a key economic player in Southeast Asia, but it has lagged behind Indonesia and Singapore when it comes to the tech industry. Thailand has an “incredible opportunity to build a digital-first, AI-powered future,” Microsoft chairman and chief executive officer Satya Nadella said at an event in Bangkok. Data center regions are physical locations that store computing infrastructure, allowing secure and reliable access to cloud platforms. The global embrace of AI