Adidas Reportedly Weighing Bidโค 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 โspeculation about a possible reunification of the brands founded by brothers Adolf “Adi” Dassler and Rudolf Dassler. While noโฃ deal is currently confirmed, the possibility has sent ripples through the sports apparel market and ignited interest in the complex history of the โฃtwo โcompanies.
Recent reports initially suggested interest from two other investment groups – Authentic Brands and CVC fund – in acquiring aโฃ 29% stake โฃheld by the Pinal family. However, โsources close to Artemis, the โFrenchโ family-owned holding company that controls Puma, have refuted these claims, stating that “there is no operation to sell PUMA’s shares” and โฃlabeling reports in German media as “not true.” Puma itself previously indicated โit had no plans to sell shares at current market prices and woudl not engage in negotiations.
Despite these denials, the emergence ofโ Adidas as โขa potential bidder has dramatically shiftedโ the narrative. The possibility of Adidasโค acquiring Puma mirrors a similar scenario in 2003 when Nike purchased Converse, a former competitor. Notably,Nike didโ not dismantle theโฃ 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 โsuccessfully,establishing “Gebrรผder Dassler โSchuhfabrik” (Dasler Shoes Factory) in 1924. Their businessโข flourished, reaching a pivotal moment at โคthe 1936 Berlin Olympics when American runner Jesse Owens won four gold โขmedals wearing their shoes.
However, a deep rift developed between adiโข andโ Rudi, fueled by personality clashes, โdiffering political views, andโ a wartime incidentโ where Rudi was briefly โคdetained by American soldiers – with accusations that Rudi attempted to implicate his brother. This culminated in a complete separation in 1948.โฃ the split was deeply personal, extending to their families; their mother sidedโ with Rudi, while their sister, Marie, chose to support Adi after Rudiโข 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 โฃbring the Dasler brothers’ brands back together under one roof.
As of now, the situation remains fluid. While โขthe possibility of adidas acquiring โPuma is generating considerable excitement, no formal offer has been made, and Artemis maintains โthere are no current plans to sell. The market will be closely watching for further developments.
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