A captivating new docuseries is set to explore the legendary sibling rivalry that gave birth to two of the world’s most iconic sportswear brands—Adidas and Puma.
Titled World War Shoe, the three-part series is being produced by David Beckham’s Studio 99 in collaboration with Boat Rocker Studios and Matador Content.
It delves into the tumultuous relationship between German brothers Adolf (“Adi”) and Rudolf (“Rudi”) Dassler, whose feud not only split their family but also their hometown of Herzogenaurach, Germany.
The Dassler brothers began their joint venture, the Gebrüder Dassler Schuhfabrik, in the 1920s, crafting athletic shoes that gained international acclaim when U.S. sprinter Jesse Owens wore them during his gold medal wins at the 1936 Berlin Olympics.
However, tensions escalated during World War II, leading to a permanent rift. In 1948, Rudi established Puma, and a year later, Adi founded Adidas.
Their rivalry was so intense that it divided Herzogenaurach, earning it the nickname “the town of bent necks,” as residents would glance down to see which brand of shoes others wore.
Directed by Philip Boatswain and produced by Lisa Vangellow, World War Shoe promises an in-depth look at this familial and corporate conflict.
The series will feature insights from sports legends like Neymar, Usain Bolt, and Zinedine Zidane, as well as cultural icons such as Run DMC, Skepta, and Winnie Harlow .
It aims to shed light on how the brothers’ personal animosity fueled a global competition that significantly influenced sports, fashion, and pop culture.
Set to stream on Disney+ in 2025, the docuseries will also explore sensitive topics, including the brothers’ affiliations during the Nazi era and the transformation of their shoe factory into a munitions plant during the war.
With access to family archives and home videos, the creators aim to present a comprehensive narrative of how a personal feud led to the creation of two powerhouse brands that continue to shape the sportswear industry today.
As executive producer David Beckham puts it, this is a story that will make viewers “never look at your sneakers the same way again” .
