Adidas kept the factory by the train station and two-thirds of Geda's employees, as most employees preferred Adolf's emphasis on product development over Rudolf's sales-oriented approach. Geda's workforce and resources were split between the brothers.
In 1949, Adolf established Adidas, likewise named for himself ( Adi Dassler). In 1948 Rudolf established Puma, which was initially named Ruda (short for Rudolf Dassler) but later was renamed Puma after the animal. Two reasons for the feud that are cited are strife between their respective wives, who did not get along, yet were forced to live in the same villa, and Rudolf's increasing suspicion that his brother Adi was behind his conscription into the army and thus his short imprisonment by the Allies. In 1948, after over 30 years of working together, Adolf and Rudolf abruptly shuttered Geda and separated. After the war ended, Rudolf returned, and Geda's operations resumed. Geda's operations were paused throughout World War II, as Rudolf was drafted into the German army and Geda's shoe factory was converted into a weapons factory.
Despite the complex political climate in Germany in the 1930s and 1940s, Geda became a success, which was demonstrated in the 1936 Olympics where the legendary African-American runner Jesse Owens wore Geda shoes as he won a gold medal. In 1919, they founded the shoe manufacturing company Gebrüder Dassler Schuhfabrik, or Geda for short. Rudolf was born in 1898 in Herzogenaurach, part of the German Empire, to a middle-class family. The most notable event that fuelled the rivalry was the "Pelé Pact", where both agreed not to sign a deal with Pelé for the 1970 World Cup, feeling that a bidding war for the most famous athlete in the world would become too expensive, only for Puma to break the pact and sign him. Their feud led to the creation of Adidas and Puma, two of the biggest shoe manufacturing companies, and started a long-lasting rivalry between the two companies, reflected in rivalries between football clubs and a culture of animosity between Puma and Adidas employees that divided their home town. The Dassler brothers feud was a conflict between two brothers and shoe manufacturers, Adolf ("Adi") and Rudolf ("Rudi") Dassler, in the latter half of the 20th century.
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