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It was a vicious family feud that not only pitted two brothers against one another, but also divided the inhabitants of their hometown into warring factions — and lasted 60 years.
There were several incidents that were said to have precipitated their conflict, but the most widely accepted one took place during World War II when the Allies were bombing Herzogenaurach.
As Adi and his wife climbed into a bomb shelter already occupied by Rudi and his wife, he exclaimed, “The dirty bastards are back again,” referring to the Allied forces.
On both occasions, Rudi was convinced that Adi was the one ratting him out, his suspicions confirmed by a report filed by an American investigating officer.
While Rudi languished in a prisoner of war camp, Adi rebuilt the business, selling shoes to American G. MORE: The 50 greatest business rivalries of all time The conflict escalated as the brothers split the company in two in 1948, dividing the assets and the employees between themselves.
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Adolf (“Adi”) Dassler was the quiet, thoughtful craftsman who designed and made the shoes, complemented by the older Rudolph (“Rudi”) who was the extroverted salesman.
Although the brothers joined the Nazi party when Hitler seized power in 1933, it didn’t stop them getting legendary African-American track star Jesse Owens to wear their shoes as he competed and won four gold medals in the 1936 Olympics.
It wasn’t until 2009 when employees of both companies symbolized the end of six decades of feuding by playing a friendly soccer match.
By then, the Dassler brothers had both died, within four years of each other.
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