Brothers Adolf and Rudolf Dassler started a successful shoe company in 1920's Germany,  but it wasn't long before their conflicting personalities pulled them apart. Their feuding reached a boiling point, so that when Rudolf was sent to war and imprisoned, speculation arose that his own brother was behind his imprisonment. As often happens in family firms, the brothers split their business and formed two new companies. Rudolf founded what would become Puma, and Adi formally registered his own company, calling it after himself - Adidas. The rivalry between the two brothers also caused divisions in their town of Herzogenaurach, Germany, where Adidas and Puma have established their factories on opposite sides of the river. As time passed, however, the anger subsided, and today the companies co-exist peacefully.