Summary and comparison 2020:
The origin of the Puma brand is linked to that of Adidas. In fact, two brothers were associated with the same company, but after World War II for reasons still unknown, they parted ways, one creating Adidas and the other Puma.
Puma invents the “unscrewable” cleats in football boots. The two brands developed separately, giving Adidas more space and leaving Puma behind. In the 2000s, however, Puma made a spectacular leap into the motorsport shoe market. To this day, Puma remains the leader in its products such as: Future Cat, Drift Cat, Mostro.
The history of the sports shoe brand Puma
In 1924, the Dassler brothers, Adolf and Rudolf respectively, founded Gebrüder Dassler Schuhfabrik (the Dassler brothers’ shoe factory). Enlisted in the German army during World War II, they had no choice but to entrust the management of the company to their wives. After the war, their return to civilian life was not easy as their wives were in conflict. Due to major differences with his brother Adolf, who did not find the Adidas suite, Rudolf Dassler launched his company «Puma Schuhfabrik» (Puma shoe factory) in 1948 and created the brand logo. The first model to come out of their workshops is the Puma Atom, a shoe specially optimized for football because of its studs. Rudolf Dassler is a creative man and to him we owe the invention of the studded shoes used by football players. Between 1949 and 1950, Rudolf Dassler introduced studded sports shoes.
A brand that shines by countering the athletic performance of its athletes
However, it wasn’t until 1952 that the brand received its first gold medal from Luxembourg athlete Josef Barthel, who won the 1500 meters in Finland in Helsinki. This win is a true initiation for the brand. That year, Rudolf Dassler released the Super Atom. Puma’s success has been assured thanks to a large number of sporting achievements, including Heinz Fütterer, who in 1954 won the world record in the 100 meters with a pair of Pumas at his feet. The supplier of sports equipment is once again in the spotlight during the World Cup in 1958 thanks to the Brazilian and Swedish football team. In 1959 the company’s trade name became Puma Sportschuhfabriken (Puma produces sports shoes) and takes on the status of a limited company (SARL). At the 1968 Mexico City Olympics, gold medalists Lee Evans, Tommie Smith, Bob Seagren, Willie Davenport and many others were outfitted by Puma.
It was not until 1986 that the company took the name Puma and changed its status again to a limited liability company. Despite sporting achievements, the 1980s were a rather bleak financial period. In 1993, Jochen Zeitz took on the position of new CEO (President and CEO) of Puma. This is an experienced 30 year old marathon racer and racer. This is a fresh start for the brand led by this CEO who will take Puma up a notch with a major restructuring. The brand wants to compete with the biggest sports shoes such as Nike or Reebok!
The Puma brand has become sport and fashion.
In close collaboration with designer Jil Sander, the brand launches a range of sportswear (trendy sportswear, backpack) that bridge the world of sports and fashion, attracting stars such as Madonna and Brad Pitt. In 2000, Puma opened its first online store: www.puma.com. In 2004, Philippe Starck, the internationally renowned designer, collaborated with the Puma brand. It was in 2007 that the PPR group (Pinault-Printemps-Redoute) bought Puma. All 4 teams in the 2008 African Cup of Nations (CAN) semi-finals are equipped by Puma. In 2009, the brand teamed up with fashion house Yves Saint Laurent (YSL) to create completely new men’s slippers. Many of the best athletes have helped make Puma one of the giants in its market. Among them we can find: the great football players who are Pelé and Diego Maradonna, the tennis champion Serena Williams, the famous Formula 1 driver Michael Shumarer … The fawn jumping brand, spread all over the world through various outlets, is the third international supplier of sporting goods.