Cautionary Tales with Tim Harford cover image

Adidas v Puma: A Battle of Boots and Brothers

Cautionary Tales with Tim Harford

CHAPTER

Rivalry and Branding: The Pelé Effect

This chapter explores the pivotal moment when Pelé ties his Puma boots before the 1970 Soccer World Cup, igniting a surge in sales and increasing competition between Puma and Adidas. It examines the intertwining of family rivalry and marketing strategies that shaped the athletic shoe industry.

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