Killers of the Flower Moon exec producer Niels Juul has been developing a drama series about Adidas founder Adi Dassler and now he has some help.
Fabel Entertainment, the company behind Bosch and its spinoffs, has come on board to develop and produce the series.
The series will tell the story of how Dassler turned the brand, which he started in a small village in Germany, into a sports and clothing empire. It comes as the company is celebrating its 75th anniversary in August.
It will explore how he founded the company in his mother’s garage in 1948 and will also focus on the complicated Dassler family relationships, fueled by competition, drama, love and heartbreak. It will also cover the intense competition between the Dassler brothers, Adi and Rudolf, which fully comes to a head when Rudolf creates the competing brand Puma, igniting a multi-decade family rivalry.
The series will...
Fabel Entertainment, the company behind Bosch and its spinoffs, has come on board to develop and produce the series.
The series will tell the story of how Dassler turned the brand, which he started in a small village in Germany, into a sports and clothing empire. It comes as the company is celebrating its 75th anniversary in August.
It will explore how he founded the company in his mother’s garage in 1948 and will also focus on the complicated Dassler family relationships, fueled by competition, drama, love and heartbreak. It will also cover the intense competition between the Dassler brothers, Adi and Rudolf, which fully comes to a head when Rudolf creates the competing brand Puma, igniting a multi-decade family rivalry.
The series will...
- 5/21/2024
- by Peter White
- Deadline Film + TV
Adidas founder Adi Dassler is getting the Hollywood treatment with a new limited series in development from independent film producer Niels Juul and Ad Legacy, the company founded by his grandchildren.
The project — which will be told from the perspective of Dassler’s oldest daughter Inge and produced by Juul’s company No Fat Ego — will focus on Dassler’s life and the iconic sports and fashion brand he created from his small German village. It will also capture the intense family drama and rivalry between Dassler and his brother Rudolf, who created Puma.
Juul described the limited series as a “creative intersection” between “The Crown” and “Succession.”
“I am a big fan of real-life stories, and as much as I liked Enzo Ferrari’s tale, I was immediately drawn to the story of Adi. It’s a great dramatic, intense and brutal tale but also at times hilariously funny...
The project — which will be told from the perspective of Dassler’s oldest daughter Inge and produced by Juul’s company No Fat Ego — will focus on Dassler’s life and the iconic sports and fashion brand he created from his small German village. It will also capture the intense family drama and rivalry between Dassler and his brother Rudolf, who created Puma.
Juul described the limited series as a “creative intersection” between “The Crown” and “Succession.”
“I am a big fan of real-life stories, and as much as I liked Enzo Ferrari’s tale, I was immediately drawn to the story of Adi. It’s a great dramatic, intense and brutal tale but also at times hilariously funny...
- 10/17/2023
- by Lucas Manfredi
- The Wrap
Killers of the Flower Moon & Ferrari executive producer Niels Juul has teamed with Ad Legacy, the company set up by the grandchildren of adidas founder Adi Dassler, to develop a fictional limited series about the life of Dassler and the megabrand he created.
Described by Juul as a cross between The Crown and Succession, the project will be seen through the eyes of Dassler’s oldest daughter Inge. It tells the mesmerizing tale of one family man’s uncompromising passion for sports and his obsession through innovation to give all athletes — no matter their gender, race or nationality — the best possible tools to win. It also tells the story of an intense family drama and split between two brothers that ultimately led to one of the longest running brand rivalries in history – as Dassler’s brother Rudolf created Puma.
Over the coming months, Juul’s production company No Fat Ego...
Described by Juul as a cross between The Crown and Succession, the project will be seen through the eyes of Dassler’s oldest daughter Inge. It tells the mesmerizing tale of one family man’s uncompromising passion for sports and his obsession through innovation to give all athletes — no matter their gender, race or nationality — the best possible tools to win. It also tells the story of an intense family drama and split between two brothers that ultimately led to one of the longest running brand rivalries in history – as Dassler’s brother Rudolf created Puma.
Over the coming months, Juul’s production company No Fat Ego...
- 10/17/2023
- by Denise Petski
- Deadline Film + TV
The rise of the Adidas empire is getting the limited series treatment after independent film producer Niels Juul inked a deal with the family of the brand’s founder, Adi Dassler.
Juul’s No Fat Ego Productions and Ad Legacy, the company set up by the Dassler’s grandchildren, have entered into a partnership to produce a fictional limited series based on Dassler’s life and the global brand he created from his small German village. The series will also capture the intense family drama and eventual split between Dassler and his brother Rudolf, who created Puma, launching one of the longest-running brand rivalries in history.
Juul — who was one of the founding partners of Von Dutch Originals before transitioning to the film business — describes the project as being “at the creative intersection of ‘The Crown’ and ‘Succession.'” An early synopsis of the limited series explains that the story...
Juul’s No Fat Ego Productions and Ad Legacy, the company set up by the Dassler’s grandchildren, have entered into a partnership to produce a fictional limited series based on Dassler’s life and the global brand he created from his small German village. The series will also capture the intense family drama and eventual split between Dassler and his brother Rudolf, who created Puma, launching one of the longest-running brand rivalries in history.
Juul — who was one of the founding partners of Von Dutch Originals before transitioning to the film business — describes the project as being “at the creative intersection of ‘The Crown’ and ‘Succession.'” An early synopsis of the limited series explains that the story...
- 10/17/2023
- by Angelique Jackson
- Variety Film + TV
It’s been almost a year since adidas announced that it had cut ties with Kayne West due to his antisemitic comments, and while you would think that the shoe company — founded by a literal Nazi — would be happy to see the controversy disappear in the rearview mirror as soon as possible, CEO Bjørn Gulden has actually managed to not only bring it up again, but to make the company look even worse with his comments.
Speaking on a recent episode of the Norwegian podcast In Good Company, Gulden seemed to make light of West’s offensive language, and suggested that the rapper “didn’t mean” what he had said. Going further, he highlighted the “very sad” loss of business that adidas experienced after ending the partnership.
“I think Kanye West is one of the most creative people in the world,” Gulden said (via The Guardian). “Both in music and what I call street culture.
Speaking on a recent episode of the Norwegian podcast In Good Company, Gulden seemed to make light of West’s offensive language, and suggested that the rapper “didn’t mean” what he had said. Going further, he highlighted the “very sad” loss of business that adidas experienced after ending the partnership.
“I think Kanye West is one of the most creative people in the world,” Gulden said (via The Guardian). “Both in music and what I call street culture.
- 9/20/2023
- by Jo Vito
- Consequence - Music
Exclusive: British soccer star David Beckham is lacing up his boots to produce a documentary mini-series about the feud between sports brands Adidas and Puma.
The former Manchester United player, via his production company Studio 99, has teamed up with Boat Rocker Studios, Unscripted and its company Matador Content to produce World War Shoe.
The three-part series will tell the tale of the decades long feud between the two Dassler brothers, Adi and Rudi, who started competing shoe companies in the same small German town and went on to create two of the most recognizable lifestyle brands in the world. Adi Dassler founded Adidas, while his brother Rudi founded Puma. The two became bitter rivals who never reconciled after 40 years of fighting. It will follow the athletes, the legal battles, and the secret details of the lifelong feud that played out on the world stage, and forever influenced pop culture,...
The former Manchester United player, via his production company Studio 99, has teamed up with Boat Rocker Studios, Unscripted and its company Matador Content to produce World War Shoe.
The three-part series will tell the tale of the decades long feud between the two Dassler brothers, Adi and Rudi, who started competing shoe companies in the same small German town and went on to create two of the most recognizable lifestyle brands in the world. Adi Dassler founded Adidas, while his brother Rudi founded Puma. The two became bitter rivals who never reconciled after 40 years of fighting. It will follow the athletes, the legal battles, and the secret details of the lifelong feud that played out on the world stage, and forever influenced pop culture,...
- 2/11/2021
- by Peter White
- Deadline Film + TV
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