Puma company appeared on October 1, 1948 as a result of the collapse of the Dassler family business. The younger brother, Rudy, founded the company Adidas, and the elder, Rudolph, created the firm Ruda. Its name became an abbreviation on behalf of Rudolf Dassler. But later it was decided to give the company a more euphoric name Puma, the more so it spawned associations close to the sport. After all, cougars are dexterous and fast animals.
In the same years, the company, guided by the old workings of the Dassler family, released its first soccer shoes, “Atom”. In the first matches of Germany’s post-war team, several players opted for shoes from Puma. But glory is impossible without great victories. They came in 1952 at the Olympics in Helsinki, when Joseph Bartel won gold in his shoes from Puma. The success of Rudolf Dassler’s company was much more modest than that of the younger brother’s brother, Adolf. Nevertheless, in the shoes of “Puma” regularly set world records, Olympic medals were won. In search of new solutions, the company set up production on Velcro fasteners, becoming a pioneer in this field.
The 1970 FIFA World Cup became a landmark, when Pelé, the best player of the championship, played in the boots from Puma. The baton of the football king was received by Diego Maradona, who also wore the shoes of this producer. However, the successes of successes, but by the 90s, like his “brother” Adidas, the German manufacturer was on the verge of bankruptcy. The consumer believed that “Puma” is inexpressive and more imitates leaders than does itself.
Salvation for the company was the young general manager Johan Seitz. He markedly changed the course of Puma. She began to cooperate with fashion designers, to produce limited series of accessories, clothes and shoes. The company seriously shifted the emphasis – now it was not sport, as such, that was important, but an active lifestyle in general. The management has set itself the task of making the brand creative and desirable. In 1990, the children’s shoes Puma appeared on the markets, where the Inspector technology was applied. Thanks to her, the shoe size and the child’s foot were better matched.
In 1990, Germany again won the World Cup. Her best player and captain Lothar Matthaus became the sportsman of the year, thanks in part to the Puma boots. In the company itself there were changes – the chairman of the board and the executive director became Johan Yaitz. In the treasury of the sports victories of the manufacturer gold medals of track and field championships were added. In 1996, the development of the new Cell technology was completed. It was the first in the world to produce special soles of athletic shoes. In cooperation with Pittards, the company has developed a new kind of leather for its products – Pittards Soccer 2000. The water-resistant properties of leather have found application in the production of shoes of the Puma series King.
But only in 2002 the first conceptual stores of the brand appeared. They opened all over the world – in Tokyo, Milan, Rome, London, Melbourne, Frankfurt and Seattle. In 2005, the company entered the world of racing, signing long-term contracts with the leaders of Formula 1. In particular, Puma AG has become the official supplier of equipment for the most successful stables of royal racing – the Ferrari Scuderia. The company produced not only refractory products, but also team clothing, footwear, accessories. “Puma” developed shoes specifically for Michael Schumacher, world champion. As a result, in just a few years the sinking brand has become fashionable. He is respected, both in professional sports, and in youth. Clothes from “Puma” became a style of life.
In 2006, the Italian national team, dressed in Puma, won the FIFA World Cup, which was a significant victory for the brand. Today the company owns almost 120 branded stores around the world. Thanks to the quarrel of the brothers, another company appeared, with a turnover of more than $ 2.3 billion. “Puma” managed to get away from sports shoes and clothes. Under this brand is produced inventory, accessories and even perfume.