The Adidas-Puma rivalry has evolved from personal vengeance to boardroom competition. For decades, both brands fought for supremacy in football sponsorships, athlete endorsements, and Olympic moments.

Based across the road from each other in Herzogenaurach, Germany, the companies have a rivalry going back 75 years to a feud between shoemaker brothers Adolf Dassler, founder of Adidas, and Rudolf ...

the companies have a rivalry going back 75 years to a feud between shoemaker brothers Adolf Dassler, founder of Adidas, and Rudolf Dassler, who started Puma. Puma said Freundt, CEO since November ...

Arthur Hoeld will serve as chairman of the management board and CEO of Puma effective 1 July 2025. Credit: Puma SE. German sportswear brand Puma has named former Adidas sales head Arthur Hoeld as its ...

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Shares in Nike, Adidas and Puma dropped sharply after Vietnam was targeted with a 46% tariff rate, Cambodia with 49%, Bangladesh with 37% and Indonesia with 32%, while Trump hiked tariffs on China ...