Puma

Summary

PUMA is a globally recognized sportswear brand celebrated for its innovative designs and high-performance athletic products. Established in 1948 by Rudolf Dassler in Herzogenaurach, Germany, PUMA quickly became a leader in footwear, apparel, and accessories, blending functionality with style. Renowned for its collaborations with top athletes, designers, and cultural icons, PUMA is synonymous with pushing boundaries in both sports and fashion. Iconic product lines like the Suede, Speedcat, and RS series have cemented its reputation as a trendsetter. With a commitment to sustainability and a focus on inspiring individuality and self-expression, PUMA continues to redefine modern sportswear while fostering a strong connection to its “Forever Faster” ethos. Operating in over 120 countries, PUMA remains a trusted choice for athletes and fashion enthusiasts alike.

History

The story of Puma began in Rudolf Dassler’s mother’s laundry room where his brother Adolf made sports shoes after his return from WWI. Their father, Christoph, who worked in a shoe factory, and brother Zehlein, who produced handmade spikes for track shoes in their blacksmith’s shop, supported the business, and Dassler Brothers Shoe Factory was formed. The brothers made spiked running shoes lightweight by replacing metal spikes with canvas and rubber and gifted a pair to sprinter Jesse Owens to wear at the 1936 Summer Olympics. Owens laced up and won gold; his stellar performance boosted sales and the brothers sold 200,000 pairs each year before WWII. In 1943, production ceased and the company’s facilities and workforce was employed to build anti-tank weapons. The Dassler factory was almost destroyed in 1945 by US forces but spared when they explained to the GIs that the firm was interested only in manufacturing shoes; the American occupying forces subsequently became buyers of the Dassler brothers’ shoes. However, the brothers had bitter differences and went separate ways; Adolf launched ‘Adidas’ and Rudolf launched ‘Puma’.

In 1948, at the first football match after WWII, several members of the West German national football team laced up in Puma. In 1952 Rudolf developed a football boot with screw-in studs named Super Atom in collaboration with West Germany’s national team coach Sepp Herberger. Several members of West Germany’s national team wore the shoes during the country’s first post-war football match: a 1-0 win against Switzerland in 1950. From that moment, the brand was on a roll. In the 1952 Summer Olympics, 1500-m runner Josy Barthel laced up in Puma and won gold. Heinz Fütterer broke the 100-m world record in Yokohama, Japan while wearing Puma running shoes, in 1954. At the 1960 Summer Olympics Puma paid German sprinter Armin Hary to wear its shoes in the 100-m sprint final. The German laced up and won gold. During the 1968 Olympics Black Power Salute, the brand sponsored African-American athletes Tommie Smith and John Carlos.

Puma partnered athletes Mary Peters, Great Britain; John Akii-Bua, Uganda; Randy Williams, USA; and Klaus Wolfermann, West Germany and all of them won gold at the 1972 Summer Olympics. Puma was tennis player Guillermo Vilas‘ constant. He won French Open, US Open and Australian Open, laced up in Puma tennis shoes. The Torero, a pioneering shoe by founder Rudolf Dassler’s son Armin, is the first shoe equipped with a sole that supports the natural movement of the foot. It made its debut at FIFA World Cup 1982. In 1985, tennis legend Boris Becker worked with Puma to design shoes that prevent ankle turning s that he could take more risks on the court. Soon after, Martina Navrátilová also inked a three-year outfitter deal with Puma.

In 1991 Puma launched the game-changing disc technology on a running shoe; it was the first sports shoe without laces and with a system of internal wires that tighten the upper for a perfect fit. Heike Drechsler, Dieter Baumann and Linford Christie won Gold at the Olympics in Barcelona wearing Puma Disc Spikes. Puma also introduced the RS Computer Shoe, with an integrated device that measured the runner’s speed and pace. Sadly, it sold poorly. During this period, Rudolf’s sons Armin and Gerd Dassler, sold their seventy- two per cent stake in Puma to Swiss business Cosa Liebermann SA. On 10 April 2007 retail conglomerate Pinault- Printemps- Redoute bought twenty seven per cent stake in Puma, paving the way for a “friendly” takeover reportedly worth €330 a share. By July 2007, it owned over sixty per cent stock.

The brand continues to forge forward in competitive sports. Puma is primary producer for Formula One and Nascar apparel; sponsored the 2006 FIFA World Cup champions, the Italian national football team; and inked a partnership with BMW, Ducati and Ferrari to make shoes. Rihanna was named Creative Director of Puma, supervising the womenswear line in December 2014. That year, Puma and Arsenal Football Club entered a five-year merchandising partnership. In 2018, Puma re-entered the basketball sneaker market for the first time in twenty years and made Jay-Z creative director of Puma Basketball. More recently, in September 2020, Puma inked a deal with Brazilian football player, Neymar.

Recently Puma appointed June Ambrose as the brand’s creative partner. “June’s role as a creative partner highlights Puma’s continued focus on creating premium offerings that merge style with performance” Puma said in a press release. Ambrose added: “Beyond the collections, it’ important to me that the collaboration is rooted in social impact and Puma’s work in the social justice space to empower youth through sport makes them the perfect partner.”

Vision

Puma envisions to be the most desirable and sustainable sports-lifestyle company in the world. Thei core tam’s vision today is encapsulated perfectly in this brand statement on the official website: “Forever Faster is more than being quick. It is our mantra. It is more than seventy years of fast products for fast athletes. We aim high and when we score our goals we aim even higher. All to achieve one thing: to be the Fastest Sports Brand in the World.”

The company aims to lead in both sports and fashion by driving cutting-edge design and technology that meet the evolving needs of athletes and consumers alike. Puma’s vision focuses on merging high performance with cutting-edge aesthetic, ensuring that their products not only excel in functionality but also make a bold fashion statement.

Additionally, Puma is committed to sustainability and social responsibility as key components of its vision. The brand strives to incorporate eco-friendly materials and practices into its product development processes, reflecting a dedication to reducing environmental impact and promoting ethical production. By integrating sustainability with innovation, Puma seeks to inspire positive change within the industry and among its global customer base. This holistic approach to performance, style, and responsibility defines Puma’s vision of leading the sports and lifestyle market while fostering a more sustainable future.

Mission

‘We aim high, and when we score our goals, we aim even higher. All to achieve one thing: to be the Fastest Sports Brand in the World.’

Puma’s mission is to set ambitious goals and continually push boundaries to establish itself as the fastest sports brand in the world. The brand is driven by a relentless pursuit of excellence, striving to excel in both performance and innovation. By aiming high and surpassing its own benchmarks, Puma focuses on delivering products that not only meet but exceed the expectations of athletes and consumers, setting new standards in the sports and lifestyle market.

Central to Puma’s mission is the commitment to continuous improvement and relentless ambition. The company’s drive to achieve and exceed its goals reflects its dedication to becoming the leading force in sports performance and fashion. This mission underscores Puma’s focus on innovation, quality, and speed, ensuring that every achievement propels the brand closer to its ultimate objective of being recognized as the fastest and most influential sports brand globally.

Products and Services

PUMA is renowned for its diverse and innovative range of products, including footwear, apparel, and accessories tailored to both performance and lifestyle. Its footwear offerings span across sports such as running, football, basketball, and training, with cutting-edge designs that prioritize comfort, durability, and advanced technology. Iconic products like the Suede Classic sneakers and the FUTURE football boots have become synonymous with the brand’s ability to merge performance with style.

PUMA’s apparel, including performance-oriented jerseys, training gear, and casualwear, is designed to meet the needs of athletes while appealing to fashion-conscious consumers. Accessories such as bags, caps, and socks complete its product lineup, ensuring that customers can rely on PUMA for a comprehensive sporting and lifestyle wardrobe. By combining functionality, design, and innovation, PUMA has cemented its position as a leading choice for athletes and trendsetters worldwide.

Beyond its product offerings, PUMA provides a range of services designed to enhance the customer experience and strengthen its brand identity. Through collaborations with athletes, designers, and cultural influencers, PUMA delivers exclusive collections that resonate with its diverse audience. The brand’s custom footwear programs allow customers to personalize their shoes, creating a unique connection between the product and the wearer. PUMA also emphasizes accessibility and convenience through its global network of retail stores, e-commerce platforms, and mobile applications, ensuring customers can shop seamlessly across various channels.

Additionally, PUMA invests in sports development programs, sponsoring events and initiatives that nurture athletic talent at the grassroots level. Through these services, PUMA not only meets customer needs but also fosters a strong community of sports and lifestyle enthusiasts, reinforcing its reputation as a versatile and customer-centric brand.

Awards and Recognition

PUMA is widely recognized as one of the leading sportswear brands in the world, renowned for its innovation, quality, and stylish approach to athletic performance. The brand has earned its place in the global spotlight through its commitment to blending high-performance sports technology with trendsetting designs. From iconic footwear like the Suede Classic to the revolutionary FUTURE football boots, PUMA’s products consistently appeal to athletes and fashion enthusiasts alike.

The brand’s bold logo, the leaping puma, symbolizes its values of speed, strength, and agility, further solidifying its reputation as a dynamic and forward-thinking company. PUMA’s collaborations with world-class athletes, such as Usain Bolt and Neymar Jr., have showcased the brand’s ability to enhance performance while celebrating individuality. Furthermore, its partnerships with cultural icons like Rihanna and Jay-Z have extended its appeal into the realms of music and lifestyle, broadening its influence beyond the sports arena.

In addition to its product innovation, PUMA has received widespread recognition for its contributions to sustainability and social responsibility. As a pioneer in eco-conscious practices, the company has implemented strategies to reduce its environmental footprint, including using recycled materials and promoting transparency in its supply chain.

Its efforts in this area have been acknowledged with industry awards and certifications, reinforcing its position as a leader in sustainable sportswear. PUMA’s “Forever Faster” ethos not only defines its approach to product development but also its commitment to addressing global challenges and inspiring positive change. Whether through groundbreaking athletic gear or impactful corporate initiatives, PUMA’s consistent recognition reflects its dedication to excellence, innovation, and meaningful contributions to the world.

The Team

CEO: Bjørn Gulden
Creative Director: June Ambrose
CCO: Arne Freundt
CFO: Hubert Hinterseher

References

• How Puma Became The World’s Fastest-Growing Sports Apparel Brand Forbes
• Best Puma Shoes GQ
• Puma and Formula 1 Just Threw Their Partnership Into High Gear Esquire
• Fenty X Puma Vogue
• Caleb McLaughlin Knows Why It Pays to Keep It Classic Esquire
• Here’s How Puma Overtook Under Armour GQ
• Hussein Chalayan Appointed Creative Director Ad Week
• Puma Newsroom Puma
• Bryson Dechambeau signs deals with Puma Golf.com
• The hottest fashion trend of the season is also the most wearable Elle
• Selena Gomez X Puma Glamour
• History and Timeline Puma
• Puma Pays Homage to Tommie Smith Complex
• Profile On Puma Crunchbase
• Official Instagram account of Puma Instagram
• Puma X Teen Vogue Puma
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• Official LinkedIn profile of Puma LinkedIn
• Largest companies by revenue CompaniesCap