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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
Dixie D’Amelio to Launch Debut Sneaker Collection With Puma
A limited-edition footwear collection, designed in partnership with the famed TikTok creator and singer…
Puma Ditching Kangaroo Leather This Year
Though the revamped King boot uses K-Better tech, an analyst says alt leathers are "costly, limited, and…
Rihanna On Her Puma Creepers: ‘I Wanted This Shoe to be Part of the Fenty Brand & the First Thing People Saw’
In 2016, Rihanna won Shoe of the Year at the FN Achievement Awards for her Fenty Puma Creeper sneakers. Take…
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Rihanna to the Rescue? Despite Positive 2022, Puma Urges Caution for 2023
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The German sportswear brand saw impressive increases last year and sales of more than 8 billion euros. But…
EXCLUSIVE: Puma Taps Angus Cloud, Iris Apatow, Caleb McLaughlin and Zaya Wade for Campaign
The stars are featured in Puma's Forever.Classic campaign celebrating some of the brand's most popular styles.
Memo Pad: Puma’s New Stars, Hearst Magazines’ Carol Smith to Exit Amid Reorganization
Puma has tapped a group of young stars for its latest ad campaign, longtime Hearst Magazines publisher Smith…
Puma Gets Serious About Cutting Carbon Emissions
The German athletic giant joined Zero100 to sniff out ways to decarbonize its supply chain.
Adidas Sets Scene for a Disappointing 2023
The German sportswear giant's preliminary numbers for 2022 came in at the lowest end of guidance and the…
How SAP, Mention Me Enable Puma to Market Through Customer Data
Executives from the three companies reveal how brands can harness the power of their "brand fans" to turn…
Billy Porter Puts Artistic Spin on Athleisure in Puma Suit With Dramatic Hat at ‘80 for Brady’ Premiere
The actor attended the red carpet premiere of the film, joining Jane Fonda, Rita Moreno and Tom Brady.
EXCLUSIVE: June Ambrose and Puma Debut First Co-branded Collection ‘Keeping Score’
The costume designer talks about her first branded collection with the sports giant and how it celebrates…
Judge Punts Puma’s Brooks Battle to West Coast Court
The still warming court showdown between Puma and Brooks is getting a new venue.
EXCLUSIVE: Fila USA’s New President Todd Klein Talks Future Plans
The athletic label's latest hire previously worked for rivals Adidas and Reebok.