Puma

Puma SE, headquartered in the Bavarian town of Herzogenaurach, Germany, is one of the world's leading athletic apparel and footwear manufacturers. The company traces its origins to a family schism: in 1948, Rudolf Dassler split from his brother Adolf (Adi) Dassler, with whom he had co-run the Gebrüder Dassler Schuhfabrik since 1924. Rudolf initially named his new firm Ruda, a contraction of his own name, but soon changed it to Puma. Adolf went on to found Adidas, and the two companies have been fierce rivals ever since, both headquartered in the same small town.

Puma's first logo, registered in 1948, featured a square and a beast leaping through the letter D. The now-iconic Formstrip was introduced in 1958. The brand quickly gained traction in sports, outfitting athletes in football, track and field, and motorsport. By the 1960s and 1970s, Puma had secured endorsements from high-profile figures such as Pelé, who wore Puma boots during the 1970 World Cup, and later Usain Bolt, who set world records in Puma spikes. The company went public in 1986 and is listed on the Frankfurt Stock Exchange as an MDAX component.

Today, Puma designs and markets footwear, apparel, and accessories across performance and lifestyle segments. Key product lines include football boots, running shoes, training gear, and motorsport-inspired collections, along with lifestyle collaborations with celebrities like Rihanna, A$AP Rocky, and LaMelo Ball. The brand's strategy, articulated in its 2024 annual report, focuses on reinforcing its distinctive DNA, building credibility in performance sports, and strengthening relevance in the Sportstyle Prime category. Puma employs more than 18,000 people worldwide and sells products in over 120 countries. [edit]