In this article, we advance a framework that highlights the relational nature of rivalry emergence and its ongoing manifestations, before illustrating this framework in practice through an analysis of the rivalry between Serbs and Albanians over the issue of Kosovo. We argue that the locus of rivalry lies in the inherently social character of human desire and the destructive reciprocity elicited by human mimetic behaviour. The manner in which rivals portray their plight, and legitimise their cause, is, we argue, a function of their desire to acquire that which they imagine the other has. As such, rather than adhering to the conventional view that rivalries are characterised by difference, we argue that rivals share a set of common goals/desires. Thus, though rivalries are characterised by mutual antipathy – and the attendant devotion to constructing self-serving myths – this is but a superficial manifestation of an underlying mimetic dynamic. To focus only on how myths are constructed and instrumentally employed, is not sufficient when seeking to explain the persistence of rivalries. Rather, we must understand the underlying desires the respective rivals seek to fulfill through the proliferation of these myths if we are to truly understand the nature of the rivalry.