‘Bosch’ Producer Fabel Entertainment Boards Adidas Family Drama Series

Peter White
·2 min read
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Killers of the Flower Moon exec producer Niels Juul has been developing a drama series about Adidas founder Adi Dassler and now he has some help.

Fabel Entertainment, the company behind Bosch and its spinoffs, has come on board to develop and produce the series.

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The series will tell the story of how Dassler turned the brand, which he started in a small village in Germany, into a sports and clothing empire. It comes as the company is celebrating its 75th anniversary in August.

It will explore how he founded the company in his mother’s garage in 1948 and will also focus on the complicated Dassler family relationships, fueled by competition, drama, love and heartbreak. It will also cover the intense competition between the Dassler brothers, Adi and Rudolf, which fully comes to a head when Rudolf creates the competing brand Puma, igniting a multi-decade family rivalry.

The series will also feature memorable moments in pop culture, hip hop, politics and sports history, showcasing the legendary athletes and notable figures who partnered with Adidas including the sneaker’s debut on the world’s biggest sports stage – the Olympics.

Fabel Entertainment, which is backed by Fremantle, and Juul’s No Fat Ego are working with AD Legacy – the company set up by the Dassler’s grandchildren – and historians at Adidas to tell the story.

“Adapting the Adidas saga for screens is a dream for any producer. It has everything we look for in a series – heart, tension, high stakes, and of course, great characters,” said Henrik Bastin, CEO, Fabel Entertainment. “Teaming up with Niels Juul and No Fat Ego was a no-brainer, and we can’t wait to bring this story to life with them.”

“At No Fat Ego, our goal is to always bring the perfect development and production teams together for any given story,” added Sofie Nordstrom, Partner, No Fat Ego. “Henrik and Melissa at Fabel were at the top of our list, as their record speaks for itself. We know that this incredible project is now in very strong and capable creative hands.”

Bjorn Gulden, CEO of Adidas said, “We appreciate the interest in our story and have opened our 75-year historical archives and made our inhouse historians available to the producers. We’ve had a great relationship with the Dassler family for years and worked very well with Horst and Klaus Bente and their team at Ad Legacy, in maintaining and honoring the amazing heritage and legacy of Adi, the family, the brand and its rich and positive influence in the sports world.”

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