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 Adidas and Puma: Bitter Sole Struggle
Sports-Business | 31.03.2016

Brothers' duel and new plastic

Adidas and Puma: Bitter Sole Struggle

Adidas and Puma: Bitter Sole Struggle. "Boost" shoe by Adidas
The "Boost" series by Adidas is a sales hit.
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Sporting good giants Adidas and Puma will meet before the German Higher Regional Court in Düsseldorf on April 5th. This is the next round in a much longer legal battle. Both are charging the other with idea theft. It's a matter of a plastic called eTPU – a special damping system for running shoes meant to give energy back to runners.

Puma claims that it had been working on the plastic since 2009. But in 2013, Adidas launched the "Boost" shoe series with just this technique. Puma only followed with "NRGY" two years later.

Puma initially worked together with the chemical concern BASF, but they changed sides to work with Adidas on eTPU. That's why Puma joined forces with the American concern Huntsman.

It's big numbers in this fight; the soles are considered a promising market. According to the "Spiegel," Adidas is to have sold twelve million pairs of the "Boost" series by 2015 alone.

 

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