The 1960s was a period of intense competition between Puma and adidas, fueled by the sibling rivalry of the two brothers who ran the respective companies, Rudolph Dassler and Adolph (Adi) Dassler. The more images of champion athletes wearing their shoes appeared in the media, the more revenue poured in. And the easiest way to get superstar athletes to wear their shoes were cash payments of thousands of dollars.
At the 1960 Rome Olympics, Armin Hary of Germany set the Olympic record in the 100 meters in Pumas, after having worn adidas in previous heats. On the podium, Hary switched back to Adidas.
Bob Beamon shocked himself and the world when he lept 8.90 meters (29 ft 2.5 in) at the 1968 Mexico City Olympic Games. That was 55 cm (nearly 22 inches) better than the previous world record.
My assumption today is that high performance athletes are particularly fussy about their foot gear. According to the book Golden Kicks: The Shoes that Changed Sport, by Jason Coles, Beamon had always trained and competed in adidas shoes. But Mexico City during the Olympics was a fierce battle ground between Puma and Adidas.
Track groupie, Art Simburg, buddies to the Speed City sprinters of San Jose State College, Tommie Smith and John Carlos, was also a sweet-talking marketer for Puma. Simburg was able to “convince” many athletes to switch to Pumas in Mexico City, including Beamon.
So when Beamon made the long jump finals, prior to that massive jump, he did so in Pumas.
But in a switch that was becoming less and less uncommon, Beamon slipped on a pair of adidas shoes, and launched himself into the history books with a record leap that stood for 23 years. And the shoes that shine in all of those pictures of Beamon’s gigantic jump – the one with the three red stripes of adidas.