Peace One Day: The Adidas Puma Story

Peace One Day

The charity Peace One Day plays a part in peace initiatives around the world. On September 21st, among those symbolic actions were those taken by Puma and Adidas, two firms whose existence reflects a long-lasting family feud within a small Bavarian township

A news item this week [Sept 17th 2009] tells of the origins of the international sporting equipment firms Puma and Adidas. The point of the story was that the firms have been bitter rivals since splitting, over sixty years ago. Now, leaders of the rival firms were to make ‘a historic handshake’ as one of the Charity’s events planned for 21st Sept 2009.

Background

Peace One Day (POD) was founded by film maker Jeremy Gilley in 1999. He was to became a publicist for and then partner in peace initiatives around the world. By 2006 he and POD wereassociated with various high-profile events with world leaders such as Kofi Annan, the Dalai Lama, Shimon Peres, and Mary Robinson.

Considerable praise has been heaped on both charity and the humanitarian leadership of its founder.

The organisation has survived critical setbacks: one high profile documentary filmed at the United Nations in New York lost much momentum as it took place as the twin towers disaster was unfolding a few miles across town.

The unique marketing concept of POD is the focussing of its events on the same day [September 21st] each year. There is no specific significance of the day historically.

The Adidas/Puma event of 2009

Herzogenaurach, Germany, 17 September 2009 – It will be a historic hand shake: In support of the peace initiative PEACE ONE DAY the two sportswear companies adidas and PUMA will shake hands for the first time after six decades. As a sign of amicable cooperation, employees of both companies will play football together on Peace Day, 21st of September, and subsequently watch the movie “The Day after Peace” by Jeremy Gilley, director and founder of PEACE ONE DAY. These events will be the first joint activities of both companies since their founders Rudolf and Adi Dassler left their shared firm and established Adidas and PUMA.

The Adidas Puma story seems right for a Hollywood movie. In the 1920s, two brothers grew up and worked in the laundry shop owned by their mother in the 1920s. They stared out together in business togther with a shared idea which created the marketing of clothing exclusively for sporting activities. In the 1930s they equipped Jesse Owens for the 1936 Olympics in Berlin [a story in itself]. But the brothers rarely agreed over anything, and sibling rivalry must have contributed to the split into two firms, still operating in close proximity in a little township in Bavaria.
The family rift is said to have deepened during the war, when a remark about “the B********s returning” during an air raid was taken as cruel rejection of members by one side of the family as others scrambled for the safety of an air raid shelter. It was later claimed the remark referred to a returning flight of Allied aircraft not to family members fleeing for their lives. Whatever, the story tells of a feud which was to split family and employees in the little village of Herzogenaurach for decades afterwards. Today, the old rivalries are mostly muted and symbolic. The Day of Peace celebrations confirm existing practical realities of life in the township.

Leadership Issues

The story introduces a range of leadership issues.

What strategy is suggested which might be of interest to establishing a not-for profit organization charity?

Might founder Jeremy Gilley be an example of servant leadership?

How important is symbolic leadership in establishing such an organization, and why?

What contribution might such efforts make to wider humanitarian efforts against war and towards peace processes?

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One Response to Peace One Day: The Adidas Puma Story

  1. Alpha KINGO says:

    I appreciated so much this football match between Puma and addidas through One Day One Goal Campaign, we support and encourage this kind of unity of two elephants of football,tenis,basket companies who are making both good materials.

    We are preparing to organize september 21, 2010 this football macth under the One Day One Goal campaign to. We’ll cooperate with PUMA & Adidas to repeat that wanderful atmosphere.

    Regards and many blessing to Peace One Day, Puma and Adidas.

    From alpha KINGO
    DR Congo
    Coordinator of Service For Peace
    Mobile:+243 81905 87 64

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