What are the strategic similarities and differences between Adidas and Puma?

What steps did Adidas and Puma take to expand internationally, especially into United States? How successful were these attempts?

What are the pros and cons of the three options Puma is considering? Which option would you recommend and why?

Would an alliance with Nike or PPR be better than a merger or an acquisition? Why?

How is this case related to the concepts/tools discussed in class? (Explicitly mention the concepts)

After World War H, brothers Adolf and Rudolf Dassler, cofounders of GebrCider Dassler Schuhfabrik (Dassler brothers shoe manufacturer), had a Falling out and went their separate ways. Adolf, using a combination of his nickname "Adi" and the first letters of their last name, founded Adidas. Rudolf started his own company and, after deciding that Ruda did not sound so great, he called it Puma. The fight was on.

The companies, both located in the town of Herzogenaurach in Germany, became arch enemies, just as the two brothers were. It even went so far that the employees of each company frequented separate bars and restaurants where they knew only other Puma or Adidas workers would go. In the streets, people walked around looking at who wore what brand of shoe. Even long after the death of Adolf (1978) and Rudolf (1974), the two CEOs, Herbert Rainer of Adidas and Jochen Zeitz of Puma, do not speak to each other.