Rudolf Dassler
Founder of Puma
Rudolf Dassler (1898 to 1974) was the German entrepreneur who founded Puma in 1948 after splitting from his brother Adolf, the founder of adidas. The company he started in Herzogenaurach became one of the world's leading sportswear brands.
| Role | Founder of Puma |
|---|---|
| Born | 1898, Herzogenaurach, Germany |
| Died | 1974 |
| Founded | Puma (1948) |
| Successor | Armin Dassler |
Who is Rudolf Dassler?
Rudolf Dassler, often called Rudi, was born in 1898 in Herzogenaurach in Bavaria and died there in 1974. With his younger brother Adolf he ran one of Germany's most successful sports shoe factories between the wars. After the brothers parted ways he founded his own company, which became Puma. The two firms, both still based in the same small town, grew into global competitors.
Career
On 1 July 1924 Rudolf joined his brother's shoe business, and the two registered it as Gebrüder Dassler Schuhfabrik. Their spiked running shoes and football boots were worn by leading athletes of the period.
After the Second World War a personal rift between the brothers became irreparable, and by 1948 the business was divided. Rudolf registered his new company first as Ruda, a combination of his first and last names, and soon renamed it Puma Schuhfabrik Rudolf Dassler. Adolf's part of the business became adidas.
- 1924: joins Gebrüder Dassler Schuhfabrik with his brother Adolf
- 1948: founds Ruda, soon renamed Puma
- 1948: the Atom football boot is developed with West Germany's national coach Sepp Herberger
- 1958: the Formstrip side design is introduced on Puma shoes
- 1974: dies; his son Armin Dassler leads the company
Influence on the fashion business
Under Rudolf's leadership Puma remained a comparatively small regional company. Its international expansion came after his son Armin Dassler took over. Even so, Rudolf laid the foundations that later made Puma a global brand: a focus on football and athletics, close work with coaches and athletes, and a distinctive visual signature. The Formstrip, the curved stripe on the side of Puma shoes, remains one of the most recognisable marks in sportswear.
The family's involvement ended in 1989, when Armin and his brother Gerd sold their majority stake in the company. Today Puma competes with adidas, Nike and others across performance and lifestyle categories.
Why it matters
Rudolf Dassler's decision to found a rival company created one of the defining rivalries of the sporting goods industry. The competition between Puma and adidas pushed both companies to sign star athletes, invest in product development and build brand identities that now reach well beyond sport into fashion, streetwear and lifestyle retail. His story is also a reminder that many of today's global fashion and sportswear groups began as family firms whose governance shaped their later growth.
Frequently asked questions
Who was Rudolf Dassler?
Rudolf Dassler was a German entrepreneur who co-ran the Gebrüder Dassler shoe factory with his brother Adolf from 1924. After the brothers split in 1948 he founded Puma in Herzogenaurach.
What was Puma originally called?
Rudolf Dassler first registered his company as Ruda, a combination of his first and last names. It was soon renamed Puma.