Adidas, Puma family feud to be turned into TV series

Adidas logo pictured at the company's headquarters in Herzogenaurach, Germany. (Reuters)
Short Url
Updated 18 May 2025
Follow

Adidas, Puma family feud to be turned into TV series

CANNES: The bitter brotherly feud that sparked the creation of sports-shoe brands Adidas and Puma in the same small German town in the 1940s is to be turned into a television series with the help of family archives, its producers announced Sunday.
Hollywood-based film producer No Fat Ego is backing the project, which has the blessing of the family behind the Adidas empire founded by Adolf “Adi” Dassler.
It will delve into one of the most fascinating fraternal blow-ups in corporate history, which pitted Adi against his brother Rudolf (“Rudi“) who went on to create rival Puma.
The two men jointly ran a family-owned footwear company before falling out during World War II, with their post-conflict animus splitting their town of Herzogenaurach to this day.
Scriptwriter Mark Williams, behind the hit Netflix series “Ozark,” has been hired to lead the project and is currently going through Dassler family home videos and memorabilia to work on the story.
“Everybody knows the brands, but the story behind them is something we don’t really fully know,” Williams told AFP at the Cannes film festival.
One of the most sensitive areas — particularly for the reputations of the multi-billion-dollar footwear companies today — will be how the brothers are portrayed during the war period.
Both became members of the Nazi party in the 1930s, as was customary for the business elite at the time.
Rudi went to fight, however, and was arrested by Allied forces on his return to a defeated Germany.
“Adi stayed home and tried to keep the company alive,” Williams added.
Their factory was seized as part of the war effort and converted into a munitions plant.
The series promises to be a “Succession-type drama between the family” set over several generations, Williams explained, comparing it to the earlier hit HBO series.

The head of No Fat Ego, Niels Juul, who has produced Martin Scorsese’s most recent movies, said he was originally drawn to the story after learning about Adidas’s collaboration with legendary black American runner Jesse Owens.
Partly thanks to Adidas’s innovative spiked shoes, Owens became one of the stars of the 1936 Berlin Olympics which Hitler had hoped would showcase white German supremacy.
No Fat Ego intends to develop the series with full editorial independence before offering it to streaming platforms.
“We want to have the creative control, and Mark has to have absolute silence and quiet to do what he does,” Juul told AFP.
 


St. Francis relics go on public show for first time in Italy

Updated 22 February 2026
Follow

St. Francis relics go on public show for first time in Italy

Assisi, Italy: Saint Francis of Assisi’s skeleton is going on public display from Sunday for the first time for the 800th anniversary of his death, drawing hundreds of thousands of visitors.
Inside a nitrogen-filled plexiglass case with the Latin inscription “Corpus Sancti Francisci” (The Body of St. Francis), the remains are being shown in the Italian hill town’s Basilica of St. Francis of Assisi.
St. Francis, who died on October 3, 1226, founded the Franciscan order after renouncing his wealth and devoting his life to the poor.
Giulio Cesareo, director of communications for the Franciscan convent in Assisi said he hoped the display could be “a meaningful experience” for believers and non-believers alike.
Cesareo, a Franciscan friar, said the “damaged” and “consumed” state of the bones showed that St. Francis “gave himself completely” to his life’s work.
His remains, which will be on display until March 22, were transferred to the basilica built in the saint’s honor in 1230.
But it was only in 1818, after excavations carried out in utmost secrecy, that his tomb was rediscovered.
Apart from previous exhumations for inspection and scientific examination, the bones of Saint Francis have only been displayed once, in 1978, to a very limited public and for just one day.
Usually hidden from view, the transparent case containing the relics since 1978 was brought out on Saturday from the metal coffer in which it is kept, inside his stone tomb in the crypt of the basilica.
The case is itself inside another bullet-proof and anti-burglary glass case.
Surveillance cameras will operate 24 hours a day for added protection of the remains.
St. Francis is Italy’s patron saint and the 800th anniversary commemorations of his death will also see the restoration of an October 4 public holiday in his honor.
The holiday had been scrapped nearly 50 years ago for budget reasons.
Its revival is also a tribute to late pope Francis who took on the saint’s name.
Pope Francis died last year at the age of 88.

‘Not a movie set’

Reservations to see the saint’s remains already amount to “almost 400,000 (people) coming from all parts of the world, with of course a clear predominance from Italy,” said Marco Moroni, guardian of the Franciscan convent.
“But we also have Brazilians, North Americans, Africans,” he added.
During this rather quiet time of year, the basilica usually sees 1,000 visitors per day on weekdays, rising to 4,000 on weekends.
The Franciscans said they were expecting 15,000 visitors per day on weekdays and up to 19,000 on Saturdays and Sundays for the month-long display of the remains.
“From the very beginning, since the time of the catacombs, Christians have venerated the bones of martyrs, the relics of martyrs, and they have never really experienced it as something macabre,” Cesareo said.
What “Christians still venerate today, in 2026, in the relics of a saint is the presence of the Holy Spirit,” he said.
Another church in Assisi holds the remains of Carlo Acutis, an Italian teenager who died in 2006 and who was canonized in September by Pope Leo XIV.
Experts said the extended display of St. Francis’s remains should not affect their state of preservation.
“The display case is sealed, so there is no contact with the outside air. In reality, it remains in the same conditions as when it was in the tomb,” Cesareo said.
The light, which will remain subdued in the church, should also not have an effect.
“The basilica will not be lit up like a stadium,” Cesareo said. “This is not a movie set.”