The roots of the dispute are lost in time, but in 1948, Rudolf Dassler and his brother Adolf had an argument. A big one. And when it was over, Rudolf left the family shoe company and moved across the Aurach River to start his own. Adolf renamed his company adidas (a shortening of his nickname, "Adi Dassler"), and Rudolf named his Puma. The first, and longest-standing, sneaker rivalry was born. And progress could begin in earnest.