The Hindu Business Line : Shoes, spikes and stripes bookmark

In August 1936, during the Berlin Olympics, a keenly-watched athlete was Jesse Owens, the son of an Alabama cotton cropper. “As they wrote in the American press, Hitler himself had asked for details about the record-breaking American Negro whothreatened to undermine the German team’s medal haul in Berlin,” narrates Barbara Smit in Sneaker Wars ( www.landmarkonthenet.com), a book about “the enemy brothers who founded Adidas and Puma.”

Adolf (‘Adi’) Dassler (who had “started to produce his own sports shoes in his mother’s wash kitchen after his return from World War I,” as Wikipedia informs, and who was to found Adidas, post World War II) was desperate to get his shoes on Owens’ feet.

Among the most poignant contests of the Olympics that year was the long jump, writes Smit. Pitted against Owens was the German Carl ‘Lutz’ Long. “Hitler beamed as the German athlete, in an all-out effort, achieved a remarkable jump of 7.87 metres, equalling the Olympic record set by Owens just before him.”

But the American was unfazed, continues Smit. “As the packed Olympic stadium erupted in frenetic applause, he prepared for his last jump. After two long minutes of silent concentration, Owens powered toward the board at full throttle. He soared through the air with such strength that, for a moment, he appeared to be floating above the sandpit. Owens destroyed the previous record with a stunning result of 8.06 metres. Much to Hitler’s distaste, Lutz Long rushed to hug and congratulate the winner.”

Of interest to marketers should be the fact that, sitting among the rapturous crowd, Adi Dassler was excited and understandably proud. “Owens was wearing dark Dassler spikes with two stripes of leather running down the sides.” Ideal weekend read.

D. Murali

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