Adidas Founder Adi Dassler to Be Subject of Limited Series From ‘Ferrari’ Producer Niels Juul (EXCLUSIVE)
variety.comAngelique Jackson The rise of the Adidas empire is getting the limited series treatment after independent film producer Niels Juul (“Ferrari,” “Killers of the Flower Moon”) 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 will be presented from the point of view of Dassler’s oldest daughter Inge, capturing her father’s “uncompromising passion for sports and his obsession through innovation.” In a statement announcing the deal, Juul explained why the Dassler family story was so attractive. “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.
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