Disney+ started streaming on September 24, 2025, its bold new Original documentary series Sneaker Wars: Adidas V Puma in the UK and Ireland, with Hulu carrying the series in the US. The three-part documentary goes far beyond sports history—it tells the story of branding, rivalry, and cultural dominance through the lens of two of the most powerful sneaker brands in the world.
A Rivalry Born From a Family Feud
At the heart of Sneaker Wars lies a powerful narrative: the Dassler brothers, Adi and Rudi, who turned their personal feud into two global sports empires. Adidas and Puma were not born from boardrooms but from sibling rivalry in a small German town. What began as family tension evolved into one of the most compelling corporate rivalries of the 20th century, shaping the future of sports, fashion, and lifestyle branding.
By documenting this journey, Disney+ highlights how storytelling and identity play as much of a role in brand growth as innovation and product quality.
The Branding Power of Celebrity
The series features global icons David Beckham, Usain Bolt, and Neymar, alongside sneaker experts and brand insiders. Their presence demonstrates the role of athletes as brand ambassadors—transforming sneakers from sports gear into symbols of aspiration, status, and identity. Beckham’s sophistication, Bolt’s speed, and Neymar’s style mirror the way Adidas and Puma positioned themselves in consumers’ imaginations.
Innovation, Rivalry, and Market Impact
Produced by Emmy-nominated Matador Content and the Emmy award-winning Studio 99, Sneaker Wars takes viewers inside the defining moments of both brands: from pioneering football boots to shaping streetwear and becoming staples of global fashion. For marketers and branding professionals, the series is a case study in how competition fuels creativity, innovation, and cultural relevance.
Adidas and Puma were not just making sneakers—they were building lifestyles, cultural symbols, and legacies.
Disney+ Strengthens Its Own Brand
By launching Sneaker Wars, Disney+ expands its positioning as more than a family entertainment platform. It reinforces itself as a destination for cultural documentaries and real-world storytelling that appeals to both sports enthusiasts and branding professionals. With Originals that merge heritage, rivalry, and identity, Disney+ shows its ability to create content that entertains, educates, and strengthens its own brand equity.
The platform continues to deliver variety under its six powerful banners—Disney, Pixar, Marvel, Star Wars, National Geographic, and Star—ensuring something for every demographic. Importantly, its parental controls maintain the brand promise of safe and customizable viewing for families worldwide.
Extending the Story Through Music
On October 1, 2025, Hollywood Records released the official Sneaker Wars: Adidas V Puma soundtrack on major platforms including Spotify, Amazon, and YouTube. The album, composed by Ben Locket (Revolting Rhymes, The Amazing World of Gumball), carries tracks like “Stripes,” “Puma vs Adidas,” and “Rebranding,” each capturing the emotional tension of rivalry and reinvention.
This soundtrack rollout illustrates a key branding strategy: extending content beyond the screen into music, lifestyle, and culture. It transforms a documentary into a multi-sensory brand experience, keeping audiences engaged long after the credits roll.
Why Sneaker Wars Matters for Branding
The Adidas-Puma rivalry is not just a business story; it is a lesson in how conflict, identity, and competition shape global brands. For Disney+, telling this story cements its reputation as a modern brand storyteller, capable of weaving narratives that blend heritage, innovation, and global culture.
In the end, Sneaker Wars is more than a documentary. It is a reminder that great brands are built on more than products—they are built on stories, legacies, and the emotions they spark across generations.
