Company – Puma
Launch year – 1948
CEO – Bjørn Gulden, Puma SE
MD – Karthik Balagopalan, MD Puma India
Products – Womenswear, Kidswear, Menswear
Number of stores – 370
Category – Footwear, Apparel, Sportswear, Sports equipment
PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For more than 70 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 14,000 people worldwide, and is headquartered in Herzogenaurach, Germany.
They are known to make exceptional bodywear, legwear, swimwear, and fanwear products, partnered with global A-brands, such as PUMA, Tommy Hilfiger, Levi’s and Ferrari.
The India Story
Puma entered the Indian market in 2006 and began with a modest revenue of Rs 22 crore. They were the last among competitors like Nike and Adidas to enter the market. But in 2015, Puma became the No.1 sportswear brand in India, surpassing all the other global brands.
As of 2022, the brand has posted a revenue of over Rs 2000 crore in India, beating all sportswear competition in the market.
The brand is 370 stores strong in India and has been voted the Top 20 most Trusted Brands in the country.
Globally, Puma has pledged to produce apparel with at least 50% more sustainable material, accessories with at least 50% more sustainable material and footwear with at least one more sustainable component. For example, the brand is using undyed materials and sustainably dope dyed and digitally printed, natural fabrics to create the Puma X Central Saint Martins Future Rider Sneakers. Even the graphics on the sneakers are inspired by Cape Town water usage maps.
Using sustainable material has drastically reduced the water needed to manufacture the sneakers.
Eco-Friendly At Its Core
Puma has launched a Forever Better sustainability strategy based on its 10FOR25 targets, which were introduced in 2019, following an extensive materiality analysis and stakeholder dialog. With this strategy, Puma continues on its path to fully integrate sustainability into all its core business functions.
The brand has identified 10 target areas in which it aims to improve its sustainability performance: Human Rights, Climate Action, Circularity, Products, Water and Air, Biodiversity, Plastic and the Oceans, Chemicals, Health & Safety as well as Fair Wages.
Recognition For Going Green
The brand’s long-term sustainability efforts continue to be externally recognized in various benchmarks and indices.
- In 2021 Puma remained a member of the FTSE4Good Sustainability Index (sector lead)
- It received a Triple A rating from MSCI ESG ratings as well as an ESG Prime rating from ISS
- It was also awarded Climate Leader status by the Financial Times and from the CDP (A- and A for Supplier Engagement)
- It was included in the Global Top 100 most sustainable company Index by Corporate Knights
- The new year has just began and PUMA introduces its new state-of-the-art technology platform Fit Intelligence (Fi). First new product: the FI training shoe.
- In 2019, PUMA signs its biggest football deal ever: the City Football Group agrees on a long-term partnership. PUMA now is the official partner of Manchester City FC, Melbourne City FC, Girona FC, Club Atlético Torque and Sichuan Jiuniu FC, supplying all representative teams including men’s, women’s and youth football.
- PUMA headquarters in Herzogenaurach celebrate the opening of the new 85-meter-long PUMA BRIDGE with a memorable inauguration ceremony in the presence of Lothar Matthäus and Merlene Ottey.
- PUMA celebrates its 70th anniversary with an exhibition at the headquarters in Herzogenaurach, Germany that highlights the brand's most important milestones and achievements in 70 years.
- For the first time in the company’s history they achieved sales of more than four billion euro, while PUMA teams and athletes celebrated major victories all over the globe.
- PUMA announces its long-term partnership with American singer, actress and producer Selena Gomez.
- Lewis Hamilton becomes official ambassador for their Menʼs Training Business and launches PUMAʼs 24/7 campaign.
- The UEFA Euro 2016 in France proves to be a great stage to prove why they’re an innovative and design-driven sports brand. With an on-field presence of almost 40% across all matches, PUMA’s five participating partner teams secure a strong visibility with their kits featuring their ACTV Thermo-R apparel technology.
- On the race track, they switch up gears as outfitter for RED BULL RACING Formula One team, supplying performance racewear, footwear and teamwear created from their long experience in motorsport.
- In time for the Summer Games, PUMA signs a partnership with the Athletics Association of Barbados (AAB).
- Rihanna becomes PUMA’s global ambassador for Women’s Training and provides her input as the PUMA Women’s Creative Director, where she directly influences product collections.
- 2015 announces another successful team-up: The Italian Football Federation (FIGC) and PUMA enter a new comprehensive partnership that will see us operate as the FIGC’s lead partner all the way into the next decade.
- PUMA's vision also includes an eyewear partnership agreement for optical frames and sunglasses with Kering Eyewear, fully effective January 2016.
PUMA and Arsenal Football Club announce a long-term partnership, effective 1 July 2014. They acquired wide-ranging licensing rights to develop Arsenal branded merchandise on a global basis. It represents the biggest deal in both PUMA’s and Arsenal’s history.
As of 1 July 2013, the Administrative Board of PUMA SE appoints Norwegian Bjørn Gulden as new Chief Executive Officer (CEO).
At the Olympics in London, PUMA-outfitted track and field athletes win 19 medals, of which the Jamaican team alone collects twelve
- PUMA sponsors seven football federations at the FIFA World Cup™ 2010 in South Africa, including the African Teams Ghana, Cameroon, Ivory Coast and Algeria, alongside Italy, Switzerland and Uruguay.
- In 2010, PUMA grows as a brand with the acquisition of Cobra Golf, a brand known for technology-rich, game-changing equipment. Together, COBRA PUMA GOLF delivers a full 360 package of innovative golf products and fashion-forward style to consumers.
PUMA proves that challenges are meant to be taken as they set sail for the first time by entering their own sailing yacht Il Mostro into one of the longest and most difficult sailing races in the world – the Volvo Ocean Race.
- At the Football World Cup, PUMA sponsors 12 of 32 teams – more than any other supplier.
- A PUMA-sponsored national team becomes world football champion.
- PUMA and Ferrari announce the multi-year contract making PUMA the official supplier of Scuderia Ferrari, the most successful Formula One team of all times.
- The partnership with Ferrari also allows PUMA to develop licensed Ferrari footwear, apparel and accessories for global distribution, combining their strengths to provide even faster products.
Out on the field, PUMA’s new CELLERATOR football boot, SHUDOH is launched
PUMA Speedcat represents their long-standing competence in motorsports. Its design originated from 1998, when the fireproof version was created for Formula One pilots. Its innovative and elegant low-profile look, emphasized by its characteristic stitched cat logo, quickly turn the Speedcat into a fashion classic look.
With the Mostro, PUMA initiated one of the largest trends of the last decades. The fusion of sports and lifestyle. The PUMA Mostro with its typical touch fastener and spike sole is a combination of two shoes – the Sprintspike from 1968 and a surfing shoe from the 80s.
- As the first sports brand, PUMA merges sports and fashion through a cooperation with star designer Jil Sander. Lifestyle versions of the KING and the running shoe EASY RIDER are launched in close collaboration and become desired fashion sneakers.
- PUMA signs on Serena Williams just a year later, she wins her first Grand Slam Tournament, the US Open.
- In 2002, PUMA and Serena Williams unveil the “Serena Williams Tennis Collection”.
Linford Christie wears contact lenses that overlay his pupils with the PUMA cat, displaying his spirit for all to see. The picture of Linford wearing the PUMA lenses spreads rapidly and is world famous ever since.
Jochen Zeitz is appointed CEO at the age of 30, becoming the youngest chairman in German history to head a public company.
Faster lacing on faster shoes. PUMA launches the game-changing PUMA Disc technology on a running shoe.
PUMA KING player Lothar Matthäus leads Germany to the country’s World Cup title in Italy. The captain of the national team is also voted “European Footballer of the Year”, “World Footballer of the Year” and “World Athlete”.
The company goes public as PUMA AG and the PUMA stock is traded on the Munich and Frankfurt stock exchanges.
- The 80’s are dominated by the tennis boom, triggered by the then 17-year-old Boris Becker and his spectacular victory in Wimbledon in 1985.
- He works closely with PUMA to develop his signature shoes, which prevents ankle turning, therefore encouraging more risk-taking on the court.
- Also a member of the tennis roster: the most successful tennis player of her time. Martina Navrátilová, contracted from 1984 to 1987, wears PUMA clothes and shoes.
The TORERO, an invention by company founder Rudolf Dassler's son Armin, is the first shoe equipped with a highly flexible DUOFLEX sole inspired by a straw.
PUMA tennis shoes are Guillermo Vilas' constant companion on his winning streak around the world. He wins the French, the US and the Australian open, proving that PUMA has also established a reputation as a supplier of top tennis athletes.
PUMA Clyde was born when Basketball’s Walt “Clyde” Frazier asked for a custom-made pair of Suedes. Frazier's iconic Clyde combination: alternating formstrips, fedoras and long sideburns.
- With the PUMA KING from 1970, they created another revolutionary product. Its flat structure made it lighter with increased softness and comfort.
- Pelé is crowned “Player of the Tournament” while wearing PUMA KING boots.
Just a few weeks prior to the games in Mexico, new world records are set by the athletes sporting them. A short-lived triumph, as the shoe is deemed "too dangerous" and banned by the association.
The world famous "No. 1 Logo" gets in position: The puma takes its leap across the upper right corner of the word logo.
- PUMA is along for the ride when Brazil kicks its way to the World Cup with a budding football legend.
- Portuguese striker sensation Eusebio achieves the top scorer title of the 1966 World Cup in England while wearing PUMA football boots. Honouring this PUMA introduces the legendary KING boot in 1968.
- Together with their partner Armin Hary, the then fastest man in the world, they continued their track and field success story.
- In the same year, they pushed innovation as the first sports shoe manufacturer to use the technologically advanced vulcanization production technique. The result in their products was the bonding of sole and shaft of the boot.
- Just a year later, the second brand logo is patented: the "formstrip", originally created to stabilize the foot inside the shoe, is now a typical PUMA trademark found on almost all PUMA shoes and is used as a design element on their apparel products.
- With Brazil taking home the cup during the Football World Championship, PUMA is equally in public focus. PUMA football boots were the only German-made football boots in the final.
- PUMA BRASIL shoes score just as successfully as their predecessor.
- It’s also the year that the first PUMA running shoes play a part in the breaking of a world record. Heinz Fütterer breaks the 100m world record in Yokohama, Japan, while wearing PUMA running shoes with an amazing time of 10.2 seconds.
The launch of PUMA’s SUPER ATOM in 1952 creates a stir. For PUMA, beside a successful product launch, it marks the beginning of their football heritage.
- 28 years after founding their company, the Dassler brothers fell out and went separate ways. Rudolf Dassler moved into another building, which belonged to the family.
- The “Sportschuhfabrik Rudolf Dassler (RUDA)” was registered as a business in January 1948, commencing operations a few months later on June 1, 1948.
- It took another four months until the PUMA brand was born: on October 1, 1948 “PUMA” was registered at the German Patent and Trademark Office.
- PUMA’s first football boot, the “ATOM”, convinced many athletes of its qualities.
Within the first few years, both gain notoriety. A majority of German athletes wear Dassler spikes at the Olympic Summer Games in Amsterdam, 1928.
The brothers Rudolf and Adolf Dassler founded the company “Gebrüder Dassler Schuhfabrik” (Dassler Brothers Shoe Factory) in their hometown Herzogenaurach, Germany in 1919.