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When the successful Dassler Brothers Shoe Factory collapsed due to family tensions in 1948, brothers Rudolf and Adi decided to go their own way, each creating their very own sportswear companies situated just a stone’s throw away from each other. Puma AG Rudolf Dassler Sport and Adidas AG were both established, marking the beginning of one of the bitterest rivalries ever seen between two brands. The small Bavarian town of Herzogenaurach was the battlefield, with the loyalties of the people who lived there being divided right down the middle. Every resident, organisation and business made the choice between the two, with what brand you gave your loyalty to becoming of paramount importance to all. Puma were always looking to endorse top athletes and footballers, and with the invention of the famous Puma King football boot in 1968, it gave them the opportunity to attract the biggest stars to the brand. Both Diego Maradona and Pele lifted the World Cup wearing Puma, and this sponsorship of greatest names in sport continues to this day with Puma’s endorsement of Usain Bolt. Puma is also at the forefront of fashion. A streetwear favourite due to the brand’s popularity within hip hop, Puma’s basketball boots, tracksuits and headwear are some of the coolest around.