Puma
The Puma brand was born on October 1, 1948, when Rudolf “Rudi” Dassler registered the brand name with the German Patent and Trademark Office.
Dassler was already a celebrated shoemaker. Twenty-eight years earlier, he and brother Adolf “Adi” Dassler opened a footwear factory in their hometown of Herzogenaurach, Germany. Their products soon became popular with elite runners, including Jesse Owens, who won four gold medals at the 1936 Olympic Games in Berlin wearing Dassler spikes. The Dassler brothers’ breakup following World War II is one of the most legendary stories in athletics — and one of its biggest rivalries. Adolf went on to found Adidas. Both sports giants remain based in Herzogenaurach.
For Puma, its first big success came in 1950 with the Atom football/soccer boot, marking a long heritage in the sport. Its most iconic style, though, is the Puma Suede, which launched ahead of the 1968 Olympics, where it was famously worn by Tommie Smith. For a time, the sneaker was called the Puma Clyde in honor of Walt “Clyde” Frazier. Then in the 1980s, it became the Suede and was adopted by New York’s b-boy crews and West Coast skateboarders, cementing its universal appeal. Puma scored another hit in 2016 when it unveiled the Fenty x Puma Creeper with brand partner Rihanna, earning it the FN Shoe of the Year award.
Puma
LVMH, Puma, Patagonia, Nike, Adidas and More: Winners and Losers on ESG Sentiment
New data from Permutable AI evaluates ESG sentiment for key fashion players including Gucci, Asics, Boohoo…
Sophia Webster Opens Up About 10 Years in the Shoe Business, a Pivotal Rihanna Moment and Her New Book
"Oh My Gosh, I Love Your Shoes" launches this week in the United States after a U.K. debut.
Exclusive: How June Ambrose and Emory Jones Helped Trophy Hunting Land a New Hip-Hop-Inspired Collection With Puma
"With them each being such huge supporters of us as individual creatives and the brand, it was a natural…
As Growth Slows, Puma Calls 2023 a ‘Transitional Year’
The firm listed myriad challenges — volatile markets, worried consumers and slow U.S. and China recoveries…
As Growth Slows, Puma Calls 2023 a ‘Transitional Year’
The German sportswear giant listed multiple challenges — volatile markets, worried consumers and…
Puma, On and Salomon Help Carbios Launch Polyester Recycling Innovation
The patented innovation converts used garments or scraps into raw material suitable for the company's…
Ottolinger RTW Spring 2024
Christa Bösch and Cosima Gadient tweaked the Ottolinger woman to be more elegant and multifaceted.
Puma, Swarovski Debut Crystal-dotted Anniversary Sneakers, Hoodie
Through its Creators Lab division, Swarovski is decking signature Puma products in crystals marking the…
Fashion Brands Are Tapping Into New Markets Through Sports Partnerships
With Netflix docu-dramas, Messi joining MLS and other cultural moments bringing eyes to sports, brands are…
Exclusive: Rihanna Fuels Soccer Mania With Debut of Fenty x Puma Sneakers Inspired by Her Family and Covers FN’s September Issue
Rihanna returns to Puma and her first order of business is a unisex sneaker for the whole family. Here, the…
How Bob Philion Plans to Win for Puma North America
The president and CEO of Puma North America has plans to reignite growth in the all-important market.
Puma Ambassadors Share Their Favorite Footwear Memories
WWD asked some of the brand's most famous athletes the question: What is your favorite memory of your first…
Puma’s Maria Valdes Talks Product Strategy
Chief product officer Maria Valdes opens up about leadership lessons and how the brand is approaching product…
Puma’s Past and Present
A look at the key moments that shaped the brand's history over the past 75 years.
CEO Talks: Arne Freundt Outlines His Vision for Puma’s Next Chapter
The newly named chief of the German brand hopes to expand in the U.S. and China by focusing on its heritage…