For all we know, Adolf and Rudolf never spoke to each other again after April 1, 1948. However, before going their separate ways they agreed on one thing: neither of the brothers would use the family name for his company. Rudi settled on ‘Ruda’, until an advertising expert told him that sounded a bit like ‘Puma’, which would be a much better name anyway. Adolf, whose first name now had some uncomfortable connotations, started calling himself ‘Adi’ and attempted to save part of his surname by christening his business ‘addas’. Ten months later, that was changed to adidas (always written by the
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