adidas-vs-puma

Way before there was a Nike, there was Adidas and Puma. The basketball shoe wars of today are echoes of the battles that took place between two rival German shoe manufacturers. And in these battles emerged a hugely lucrative sports marketing business that benefited both maker and athlete. At the Melbourne Summer Games in 1956, the son of Adidas owner, Horst Dassler, convinced officials to prevent the shipment of Puma shoes from passing through Customs. At the same time, the Adidas shipment came through allowing him to give away shoes to eager Olympians. When American sprinter Bobby Morrow won three gold medals in Melbourne, he was wearing a free pair of Adidas running shoes. When Americans saw Morrow and his triple-striped shoes on the cover of Life Magazine, Adidas sales jumped. Bobby Morrow_Life 12-10-56 The German champion sprinter of the 1960 Games in Rome also got free shoes, and a whole lot more. Armin Hary was the first runner other than an American since 1928 to win the 100 meter race and lay claim to the fastest man on the planet. And when he crossed the finish line, it was in Puma spikes. Yet, when he stood on the winners platform to receive his gold medal, he was wearing the stripes of Adidas. (Go to this site to see the pictures.) Hary was clearly playing Adidas and Puma against each other, not only receiving shoes, but also payments.

In 1964, the human bullet, Bob Hayes was in the middle of a bidding war between

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From the back cover of a special magazine on the Olympics, called
From the back cover of a special magazine on the Olympics, called “Tokyo Olympiku Special Edition, Tokyo Shimbun”

“The rising sun, the flames of the Olympic torch and the green grass of the stadium – what you saw in black and white in Rome, you can now see in color!” According to this ad, for about JPY200,000 you can be the proud owners of a 1964 Toshiba Color Television! The ad goes on to claim how America is buying up this TV due to its “wonderful” color technology.

By 1964, Japan’s economy had grown so robustly that 90% all households in Japan owned all of the so-called “three sacred treasures” – a television, a refrigerator and a washing machine. But of course, it was time to get an upgrade on that black and white clunker that was so 1950s, and buy a 1964 Toshiba Color Television!

The phrase, “three sacred treasures” (三種の神器 Sanshu no Jingi / Mikusa no Kandakara), is a tongue-in-cheek reference to the three items (a sword, a mirror and a jewel) that were brought from the heavens and granted to the first Emperor of Japan (a very long time ago). It is said that these items actually exist and the presentation of these treasures to a new emperor is still a significant part of the ascension ceremony.