Cheers to 100 years

On July 1 in 1924, two brothers would change the sports industry forever. Together with adidas, we celebrated 100 years since Adi and Rudolf Dassler registered their factory ‘Gebrüder Dassler Schuhfabrik’, the foundation of what would later become two of the biggest sports companies in the world.

We proudly marked July 1st with a celebration and the festive opening of an exhibition, honouring the legacy of our respective founders.

Read on and relive the celebration 🥂!

100 Guests To Commemorate 100 Years

In a lively gathering, 100 guests from PUMA, adidas, and the city of Herzogenaurach came together to celebrate. They came not only as participants but as admirers of a legacy that shaped the sports industry for over 100 years. Among the guests were Michael Dassler, Rudolf’s grandson, and Sigrid Dassler, Adolf Dassler’s daughter, representing the families of the two famous founders.

With a glass in hand, the guests were welcomed by the first mayor of Herzogenaurach, German Hacker, whose opening words set the tone for an afternoon of reflection and friendship.

The main event was a vivid conversation between PUMA’s CEO, Arne Freundt, and the CFO of adidas, who talked about their relationship as one of healthy competition, not sibling rivalry. After their Q&A, the two representatives had the special honour to sign the city’s golden book.

Dr. Christian Hoyer, head of the City Museum, opened the next chapter by taking the stage to remind us of the cultural footprint left by the Dasslers, and invited everyone to explore the exhibition that spans three rooms, each a capsule of time and triumph.

As the official part of the event concluded, the whole museum was buzzing with stories, laughter, with live music, as the guests explored the exhibition.

The celebration stands as a tribute to the past and a toast to the future. If you are in Herzogenaurach, you can see the special exhibition about the Dassler Brothers at the city museum until November 17th..

Cheers to the next century!