2012 Nike, Adidas and Puma, Friends or Rivals?

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In the last urgent moments of the World Cup Final, a player from Spain kick an Adidas ball into the goal. And this player wore a pair of Nike football shoes. Then Spain became the final winner. What a miracle it is! For Adidas and Nike has never cooperated with each other before. The competition between Adidas and Nike has lasted for a long period and there is no chance for them to be partners. This first cooperation can be considered as an moment which means an temporary end of the battle between the two enterprises.Before the world cup 2010, some changes are endowed to Nike’s ads «Write the Future», and owing to this advertisement, Nike football shoes win great success with satisfying sales. When the player kicked into the key ball, he wore Nike Mercurial Vapor shoes, and these shoes were in fact the forth series Nike shoes. Nevertheless, when Adidas advertisement came out; it proved to be the biggest winner in the shoes sales. People may assume that the war between Adidas and Nike has existed for a long time, yet in reality, an fierce war existed between Adidas and Puma half a century ago. What’s worse, there seemed to be no end to it.Long ago, about in the 1920s; the Dasslers owned a happy family. There were two sons with their father an excellent cobbler in this family who were named Adolf (Adi) and Rudolf (Rudi) and both the two boys showed a talent for making high-qualified as well as effective sports shoes with leather.Spiked running shoes were designed by aid. And to take part in the 1936 Olympics in Berlin, Jesse Owens made Adi’s creation as his choice. However, in the period of the Second World War, there aroused some relationship problems between the two brothers. According to words of Ernst Dittrich, the head of the town archives in Herzogenaurach, northern Bavaria,  the brotherhood between the two, like a marriage, became rather terrible.It was said the problems appeared when Adi and his family were trying to avoid an Allied air raid.There were many versions about the reasons of deterioration of the relationship between the two brothers but the most possible one is that hatred was formed deeply during the late war years when Rudi turned to be an US prisoner of war.Adi had become the leader in the factory when Rudi came back but the former would not like to share the power with the latter.Then great rage occurred to Rudi. Thus he established his own factory on the other side of the river, namely, Puma. As to Adi’s factory, its name was Adidas. Then an intense competition began its way between the two factices in order to take up the world market of football sports shoes.As time goes, nowadays; the bad mood between the two has improved a lot. Adi and Rudi both passed away and there has less family participation in these two companies.At present, Nike soccer shoes also joins the competition, then, the competition seem to be more intense and intricate. May the first cooperation between Nike and Adidas bring an end to the competition between Adidas and Puma.

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