‘Killers Of The Flower Moon’ EP Niels Juul Developing Limited Series About Adidas Founder Adi Dassler
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Killers of the Flower Moon & Ferrari executive producer Niels Juul has teamed with AD Legacy, the company set up by the grandchildren of adidas founder Adi Dassler, to develop a fictional limited series about the life of Dassler and the megabrand he created.
Described by Juul as a cross between The Crown and Succession, the project will be seen through the eyes of Dassler’s oldest daughter Inge. It tells the mesmerizing tale of one family man’s uncompromising passion for sports and his obsession through innovation to give all athletes — no matter their gender, race or nationality — the best possible tools to win. It also tells the story of an intense family drama and split between two brothers that ultimately led to one of the longest running brand rivalries in history – as Dassler’s brother Rudolf created Puma.
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Over the coming months, Juul’s production company No Fat Ego and their associate producers in the US, UK and Germany will be working with historians at adidas, along with the team at AD Legacy, to research and shape the narrative & create the foundation of the likely 12-episode international limited series.
Created by Dassler from his small German village, Adidas ended up becoming a global brand and transforming the lives of thousands of top athletes, before ultimately becoming a staple of modern sports culture & lifestyle fashion worldwide.
Juul, who most recently was instrumental in rebooting the Ferrari movie for Michael Mann says: “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. It’s a great dramatic, intense and brutal tale but also at times hilariously funny with the rivalry between the two brothers. But what truly attracts me to the story is how one visionary man and sports idealist completely defied convention at the time. From making shoes for gold medalist Jesse Owens against the will of Hitler in the 1936 Berlin Olympics to supporting Katrine Switzer, the first woman to run the Boston Marathon in 1967 even when she – as a woman – was not permitted, or developing the first female tennis shoe for Billie Jean King as she was fighting for equal rights for women in sports. Through these game-changing events in sports history, I see a great opportunity to tell not only a breathtaking family and brand saga, but also shine an intimate and personal light on some of the most iconic and memorable events in sports history.”
Adi Dassler’s grandson and AD Legacy’s Horst Bente adds, “On behalf of our mother, Inge Dassler, we are thrilled and excited to have partnered with Niels Juul and his team. Niels’ European roots, his expertise, and most importantly his vision of how to tell our family’s multi-decade story makes him a perfect partner for us. We are very much looking forward to being involved in all aspects of this project and support it fully. We are grateful also for the support of adidas as it is our common desire to share this incredible piece of sports history.”
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