In a time when the world seems to be on fire, some have found their long-sought reconciliation. After the Gallagher brothers buried the hatchet following a ten-year feud, it now seems another family drama may be resolved: that of adidas and PUMA.
After years of being competitors, rumors of a possible merger are circulating. Plot twist.
PUMA vs. adidas
For those who missed the drama between two of the world’s biggest sneaker brands, here’s a quick refresher. The year is 1924. In the German town of Herzogenaurach, brothers Adolf (Adi) and Rudolf Dassler founded the Gebrüder Dassler Schuhfabrik. Together, they designed and produced sports shoes that gained international recognition at the 1936 Berlin Olympics.
A few years later, World War II broke out. Besides the conflict between Germany and much of Europe, the brothers themselves were not on the same page. In 1948, their disagreement reached a peak: the brothers split their company and each took half into their new projects. Adi started adidas, Rudolf started PUMA.
In the years that followed, intense rivalry developed between the two brands and the brothers. Although both brothers have since passed away, the family feud is still often discussed. As of 2025, however, the feud seems less serious, and the successors of the brothers appear to get along well.
Reunion
Last month, rumors of a possible takeover circulated. Bloomberg first reported in August about a potential merger between the two brands. The billionaire Pinault family, founders of the investment company Artemis, which owns 29 percent of PUMA, reportedly consulted advisors regarding a possible sale.
The report followed comments by Roy Adams, co-founder of the investment firm Metronuclear, in the German financial newspaper Handelsblatt, stating that PUMA is in an emergency situation. In July, PUMA published its Q2 2025 financial results, showing a 2% drop in revenue for the quarter. According to Adams, a possible merger could help put the brand back on track.
Neither Adidas nor PUMA have commented on a potential reconciliation. A few days after Adams’ statement went online, PUMA’s shares rose by 18 percent, reflecting the excitement over a potential takeover (sorry, Rudolf).
And now?
It is still unclear what the Pinault family plans to do with PUMA. According to Bloomberg, the family has sought advice and contacted potential buyers such as Anta Sports and Li Ning. Any potential sale would involve a significant amount, as PUMA is currently valued at $2.48 billion.
For now, it remains uncertain what the two brands will do. There seems to be excitement over a potential acquisition, judging by the rising shares. Yet, a true reconciliation between the two biggest rivals still sounds unlikely.
However, if Drake and Ye could do it, and even the Gallagher brothers of Oasis managed it, why couldn’t Adidas and PUMA?
Keep an eye on the Sneakerjagers news page for updates on this story. For the full history of the brands, watch Sneaker Wars: Adidas vs. Puma, a documentary series that, ironically, was teased in the same week as this news.
Adidas and PUMA originated from a family feud between the German brothers Adi and Rudolf Dassler. After disagreements, they split their joint shoe company, Gebrüder Dassler Schuhfabrik. Adi founded adidas, Rudolf founded PUMA. Since then, the two brands have had a long-standing rivalry and competition.
