A must-watch film during the Club World Cup: Brotherhood Duel
This epic story is the very essence of sports marketing. As we’ve mentioned in previous notes, the story of Adidas vs Puma is basically the story of the Dassler brothers (“Addi” – Adolf, and Rudolf). Brotherhood Duel is a German film directed by Oliver Dommenget in 2016, which masterfully narrates how partners can come to hate each other—especially when those partners are brothers.
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Perhaps in the US and LATAM, this film hasn’t received the recognition it deserves. In fact, alongside The Founder (the story of McDonald’s), Ford v Ferrari, and a few others, it should be a must-study in any business school.
The History of Sports Marketing
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In 1920s Germany, brothers Adolf and Rudolf had grand entrepreneurial ambitions. They wanted to create modern, durable sports shoes.
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Adolf was the craftsman behind the design, while Rudolf was a savvy marketer responsible for advertising their products.
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This laid the foundation for the division between the production and R&D departments versus marketing and sales, but it’s also a lesson in competitiveness.
A Film Also Rich in Ontological and Business Coaching Lessons
It makes you wonder how so much hatred and rivalry could generate such growth.
In reality, their hatred was a massive channeling of their own love for themselves.
The big question is: what would have happened if one of them had been weak, caved in, or not cared about the rivalry and competition?
What would history have looked like if Addi hadn’t gone crazy over the sneakers he invented, branded as what would later become PUMA?
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Brotherhood Duel is well-crafted with a coherent script, exploring different facets of building a leading, disruptive business—both due to its innovation and its potential global influence: the creation and promotion of sports shoes.
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Undoubtedly, the Dassler brothers were bold, courageous, full of self-confidence—and also full of resentment, owing to a love betrayal.
What’s undeniable is that the world must pay tribute to these two Germans who literally changed the sports world. Without them, there would be no sponsorship race for athletes, teams, or nations. -
The Dassler story begins in 1920, in their small town in southern Germany, Herzogenaurach. Their factory was called Gerd Brüder Dassler Schuhfabrik. Their product, initially unbranded, was always of high quality.
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The 1936 Berlin Olympics, under Nazi pressure, created endless opportunities—both positive and challenging—resulting in a flood of orders and conflicts. Few talk about how these Olympics were a commercial battleground where many powers, instead of fighting each other, actually became partners. The Berlin Games in August 1936, with 49 countries and nearly four thousand athletes, were a milestone that would lead the brothers to part ways but also to grow.
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The most prominent athlete was African American Jesse Owens, who won four gold medals in the long jump and relay races, breaking two world records and one Olympic record—perhaps he could have won with other shoes, too. The fact remains that Addi Dassler visited Owens at the Berlin Olympic Village and convinced him to wear his company’s sneakers—orthopedic, handmade with nails in the soles.
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The core issue was the complete family and business split between the brothers. Rudolf became the founder of Puma (1948), and Adolf launched Adidas (1949).
Puma vs. Adidas: The Beginning of Sports Marketing
These historic rivals have contributed significantly to the sports world and have brought many benefits to consumers. Since Adolf founded Adidas and Rudolf, nicknamed Puma, started his own company, their fierce competition laid the groundwork for what we now know as sports marketing.
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