Fabel Entertainment boards Niels Juul’s Adidas family drama

Fabel Entertainment, the US prodco behind Prime Video series Bosch and its spin-offs, has boarded the scripted drama series based around Adidas founder Adi Dassler being developed by Niels Juul (Killers Of The Flower Moon) and his No Fat Ego shingle.

The two companies will develop and produce the show following the Adidas story, from a small village in Germany to a global sports and clothing empire, and comes as the company marks its 75^th anniversary.

Both production companies have also partnered with AD Legacy – the company set up by the Dassler’s grandchildren – and historians at Adidas to accurately depict the family’s story. The series will cover the intense competition between the Dassler brothers, Adi and Rudolf, which came to a head when Rudolf created the competing brand Puma, igniting a multi-decade family rivalry.

“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.”