Table of contents for Sneaker wars : the enemy brothers who founded Adidas and Puma and the family feud that forever changed the business of sport / Barbara Smit.


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part one: Two Brothers, One Feud
1 the dassler boys        3
2 two brothers at war     15
3 the split               25
4 olympic handouts        41
5 the alsatian plot       55
6 dirty tricks in mexico  67
7 the puma swinger        77
8 stars and stripes       87
9 from rags to riches     99
10 soccer punch            111
part two: Champions of the World
11 under the influence     123
12 the bountiful game      137
13 the clandestine empire   149
14  olympic friends         163
15 the return               175
16 collapse                 187
17 the emperor strikes back  205
18  puma's demise           217
part three: Multibillion-Dollar Rescue
19  shark attack!           231
20 the sellout              245
21 stir it up               259
22 triple bluff             273
23 the comeback             289
24 soccer punch II          301
25 sneaker wars If          309
26  cool cats               319
27  high noon               329
epilogue                341
sources                 345
bibliography            365



Library of Congress subject headings for this publication: Dassler, Adi, 1900-1959, Dassler, Rudi, 1898-1974, Adidas-Salomon AG, PUMA AG Rudolf Dassler Sport, Footwear industry Germany History, Sporting goods industry Germany History, Athletic shoes History