Argentines at sneaker capital

Separated by just a few kilometers are the world headquarters of two of the world’s largest sporting goods companies, Adidas and Puma.

“I thought companies like that would be based in Munich or some big city,” said Australian-born Trembath, who works for athletic shoe and apparel maker Reebok, which was bought earlier this year by Adidas. Trembath is working between continents, coordinating technology as the companies merge.

The Argentines chose the town as their training base, partly at the invitation of Adidas, because Argentina is one of six clubs in the World Cup that’s wearing the company’s uniforms. The Adidas headquarters, situated on a former US Army base, comes with a 4,000-capacity soccer stadium.

“We are really surprised by everything, all the comforts, and it’s a fantastic place,” Argentina coach Jose Pekerman said. “We hope we can leave a good impression.”

The influence of the two companies is everywhere, reflected in English posters all over town, promoting a recently opened art exhibition: “Sneaker Culture: Made in Herzogenaurach.” The exhibition traces the town’s sports shoe history, from crude World War II models to high fashion prototypes of the 1970s.

Both companies share a rivalry that dates from 1948 when brothers Adolf and Rudolf Dassler had a mysterious feud and split the Dassler Brothers Sports Shoe Factory into two companies.

Adolf Dassler set up Adidas, using the shortened form of his first name ‘Adi’ and adding it to the first three letters of his last name. Rudolf set up Puma, eventually choosing the famous leaping cat logo.

“We still don’t know why they split,” said Helmut Biehler, head of the city’s culture and tourist office. “There are different stories. Maybe the mystery is the best thing for us.”

Adidas boasts 38 percent of the world market for soccer-related sales, followed by fierce American rival Nike at 31 percent. Puma claims only 6 percent, but that doesn’t lessen the intense competition between the two local companies. “Puma is our favorite rival, and in a warm way,” said Thomas Van Schaik, a spokesman for Adidas. “We keep the rivalry in the family, and we feel close to them.”

Astrid Stroud, who runs a family business offered a different view. “Years ago, you didn’t talk to people who worked in that other factory,” she said. Adidas currently employs about 1,500 in the town. Puma has 600, but both draw substantially on foreign workers.

Puma employees joked about the town’s fixation on feet.

“I’d say men who know the least bit about football know that Puma and Adidas are here,” said Sandra Rueckewold. “But a woman probably wouldn’t know.”

–Stephen wade