Exactly 70 years ago Adolf and Rudolf Dassler had a quarrel, which led the brothers to separate their company into Adidas and Puma.

The dispute completely divided the inhabitants of Herzogenaurach, the town where their companies were both founded, and still has a huge impact on the area today.

To mark the 70th anniversary of the Dassler dispute, Business Insider visited Herzogenaurach to see how the two brands still dominate and divide the landscape today.

Exactly 70 years ago, Adolf Dassler founded the sports brand Adidas — a mere year after his brother, Rudolf Dassler, created competitor brand, Puma.

The two world-renowned brands can be traced back to a now legendary family quarrel, without which neither Puma nor Adidas would exist today.

Originally, the brothers worked together on two-striped sneakers and, in 1919, the duo founded Gebrüder Dassler, Geda for short his shoe factory would take them right through the Second World War.

However, Geda ended abruptly in 1948 — to this day historians are baffled as to what led the Dassler brothers to part ways. Even when Adolf and Rudolf died, they were buried at opposite ends of the town cemetery.

Little did the brothers know that their rivalry would change the sporting goods industry forever, nor that it would still be profoundly shaping the small town of Herzogenaurach, where both companies are based, to this day.

To mark the 70th anniversary of the Dassler dispute and the founding of Puma, Business Insider visited the "cradle of the sporting goods industry" as historians call the town, to see how the two brands still dominate and divide the landscape today.