How Puma Born
How Adidas and Puma were born
Pele stopped the referee with a last-second request to tie his shoelaces at the opening whistle of a 1970 World Cup finals match and then knelt down to give millions of television viewers a close-up of his Pumas.
The Brazilian was complying with a request by Puma's representative Hans Henningsen to raise the German sports shoe company's profile after they gave him $120,000 to wear their boots.
The clandestine advertising for Puma was a huge triumph for the company over hated cross-town rivals Adidas in the early days of the war for market supremacy in sports merchandise.
Barbara Smit, a Dutch author and journalist, has spent five years trawling the archives of the Adidas and Puma headquarters in the Bavarian town of Herzogenaurach to research Rudolf and Adolf Dassler -- brothers who started making sports shoes in their mother's laundry room in the 1920s before becoming sport and business giants.
Her new book, Drei Streifen gegen Puma (Three Stripes......
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