Nowadays we are not as shocked at the prospect of athletic shoes costing hundreds of dollars. Who knew, though, that the ideas of celebrity endorsements and the business of sport can be traced back to two brothers who couldn’t play nicely together? In Sneaker Wars, celebrated journalist Barbara Smit tells the fascinating story of Adi and Rudi Dassler, who grew their father’s humble shoemaking business into international success. However, it was their intense sibling rivalry that led to a split in both family and company, resulting in the establishment of competing brands Adidas and Puma. From Adi’s determination to put his shoes on Jesse Owens during the 1936 Berlin Olympics to the continuing trend of sport shoes as fashion statements, Sneaker Wars is a look inside how the industry plays the game.