Adidas Reportedly Weighing Bid for Rival Puma, Possibly Re-uniting Dasler Brothers’ Legacy
HERZOGENAURACH, Germany – Adidas is reportedly considering a potential acquisition of its long-time rival, Puma, sparking speculation about a possible reunification of the brands founded by brothers Adolf “Adi” Dassler and Rudolf Dassler. While no deal is currently confirmed, the possibility has sent ripples through the sports apparel market and ignited interest in the complex history of the two companies.
Recent reports initially suggested interest from two other investment groups – Authentic Brands and CVC fund – in acquiring a 29% stake held by the Pinal family. However, sources close to Artemis, the French family-owned holding company that controls Puma, have refuted these claims, stating that “there is no operation to sell PUMA’s shares” and labeling reports in German media as “not true.” Puma itself previously indicated it had no plans to sell shares at current market prices and woudl not engage in negotiations.
Despite these denials, the emergence of Adidas as a potential bidder has dramatically shifted the narrative. The possibility of Adidas acquiring Puma mirrors a similar scenario in 2003 when Nike purchased Converse, a former competitor. Notably,Nike did not dismantle the Converse brand,allowing it to regain strength and market share. This precedent suggests Adidas might similarly nurture Puma’s identity should an acquisition occur.
The potential acquisition carries notable past weight. The Dassler brothers initially collaborated successfully,establishing “Gebrüder Dassler Schuhfabrik” (Dasler Shoes Factory) in 1924. Their business flourished, reaching a pivotal moment at the 1936 Berlin Olympics when American runner Jesse Owens won four gold medals wearing their shoes.
However, a deep rift developed between adi and Rudi, fueled by personality clashes, differing political views, and a wartime incident where Rudi was briefly detained by American soldiers – with accusations that Rudi attempted to implicate his brother. This culminated in a complete separation in 1948. the split was deeply personal, extending to their families; their mother sided with Rudi, while their sister, Marie, chose to support Adi after Rudi refused to employ her sons. The brothers reportedly never spoke again, even on their deathbeds, and are buried in separate cemeteries.
For sports fans, a union of Adidas and Puma represents more than just a business deal; it’s a potential reconciliation of a fractured family legacy. While both founders are deceased,an acquisition by Adidas would symbolically bring the Dasler brothers’ brands back together under one roof.
As of now, the situation remains fluid. While the possibility of adidas acquiring Puma is generating considerable excitement, no formal offer has been made, and Artemis maintains there are no current plans to sell. The market will be closely watching for further developments.
Reference: (The original document serves as the reference for all facts presented.)
