BERLIN – Adidas and Puma are gearing up for what they’re calling “a historic handshake” in support of a non-violence initiative.
On Monday, dubbed Peace One Day 2009, employees from the two German firms will play football together and then watch “The Day After Peace,” a film by Peace One Day’s initiator, Jeremy Gilly.
This will be the first time the two Herzogenaurach-based companies have been involved in a joint activity since their founders Rudolf and Adi Dassler left their shared sport shoe firm and established Adidas and Puma 60 years ago.
The goal, both companies say, is to raise awareness for Peace One Day, a project initiated by Gilly in 2001 to establish an annual day of ceasefire and non-violence.
Adidas and Puma said they would also bring the message of peaceful cohabitation to Munich and Stuttgart’s football stadiums on Saturday during the halftime of the German premier league games being played there. As Adidas chief executive Herbert Hainer proclaimed, “We firmly believe that sport can bring the world together.”