Puma SE (officially branded as PUMA) is a major German multinational company that

produces athletic and casual footwear, as well as sportswear, headquartered in

Herzogenaurach, Bavaria, Germany. The company was formed in 1924 as Gebrder Dassler
Schuhfabrik by Adolf and Rudolf Dassler. The relationship between the two brothers
deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and
Puma. Both companies are currently based in Herzogenaurach, Germany.
Puma makes football boots and has sponsored a number of footballers, including Pel,
Eusbio, Johan Cruyff, Diego Maradona, Lothar Matthus, Kenny Dalglish, Thierry Henry,
Robert Pires, Adam Lallana, Radamel Falcao, Sergio Agero, Cesc Fbregas, Olivier Giroud,
Marco Reus, Marco Verratti, Gianluigi Buffon, Mario Balotelli and Diego Godin. Puma is the
sponsor of the Jamaican track athlete Usain Bolt. The first endorser for Asian Region is
Luhan (singer), a Chinese actor and singer. In the United States, the company is known for
the suede basketball shoe it introduced in 1968, which eventually bore the name of New York
Knicks basketball star Walt "Clyde" Frazier, and for its endorsement partnership with Joe
Namath.
Following the split from his brother, Rudolf Dassler originally registered the new-established
company as Ruda, but later changed to Puma.[3] Puma's earliest logo consisted of a square and
beast jumping through a D, which was registered, along with the company's name, in 1948.
Puma's shoe designs feature the distinctive "Formstrip",[4] with clothing and other products
having the logo printed on them.
The company offers lines of shoes and sports clothing designed by Lamine Kouyate, Amy
Garbers, and others. Since 1996 Puma has intensified its activities in the United States. Puma
owns 25% of American brand sports clothing maker Logo Athletic, which is licensed by
American professional basketball and association football leagues.
Since 2007 Puma has been part of French group Kering (formerly known as PinaultPrintemps-Redoute or PPR).

Contents

1 History
o 1.1 Background
o

1.2 Company split and creation of Puma

1.3 Early years and rivalry with Adidas

1.4 The Pel pact and subsequent affairs

1.5 Present day

1.6 Special editions of King football boots

1.7 Takeover by PPR

1.8 Controversy

1.8.1 Employment practices

1.8.2 Environmental practices

1.9 Timeline

2 Sponsorship

3 Footnotes

4 External links

History
Background
Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline ran a
small laundry in the Bavarian town of Herzogenaurach, 20 km (12.4 mi) from the city of
Nuremberg. After leaving school, their son, Rudolf Dassler, joined his father at the shoe
factory. When he returned from fighting in World War I, Rudolf received a management
position at a porcelain factory, and later in a leather wholesale business in Nuremberg.
Rudolf returned to Herzogenaurach in 1924 to join his younger brother, Adolf, nicknamed
"Adi", who had founded his own shoe factory. They named the new business "Gebrder
Dassler Schuhfabrik" (Dassler Brothers Shoe Factory). The pair started their venture in their
mother's laundry. At the time, electricity supplies in the town were unreliable, and the
brothers sometimes had to use pedal power from a stationary bicycle to run their equipment.[5]
Adi drove from Bavaria to the 1936 Summer Olympics in Berlin with a suitcase full of spikes
and persuaded United States sprinter Jesse Owens to use them, the first sponsorship for an
African American. Owens won four gold medals. Business boomed; the Dasslers were selling
200,000 pairs of shoes annually before World War II.[6]

Company split and creation of Puma

Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party. A growing rift
between the brothers reached a breaking point during a 1943 Allied bomb attack. Adi and his
wife climbed into a bomb shelter that Rudolf and his family were already in. "Here are the
bloody bastards again," Adi said, apparently referring to the Allied war planes, but Rudolf
was convinced his brother meant him and his family.[7] When Rudolf was later picked up by
American soldiers and accused of being a member of the Waffen SS, he was convinced that
his brother had turned him in.[5]
The brothers split the business in 1948. Rudolf moved to the other side of the Aurach River to
start his own company. Adolf started his own sportswear company using a name he formed
using his nicknameAdiand the first three letters of his last nameDasto establish
Adidas. Rudolf created a new firm that he called "Ruda", from "Ru" in Rudolf and "Da" in
Dassler. Rudolf's company changed its name to Puma Schuhfabrik Rudolf Dassler in 1948.[8]

A pair of Puma sport-lifestyle shoes with the company's distinctive "Formstripe"

design

Early years and rivalry with Adidas

Puma and Adidas entered a fierce and bitter rivalry after the split. The town of
Herzogenaurach was divided on the issue, leading to the nickname "the town of bent
necks"people looked down to see which shoes strangers wore.[9] Even the town's two
football clubs were divided: ASV Herzogenaurach club supported Adidas, while 1 FC
Herzogenaurach endorsed Rudolf's footwear.[5] When handymen were called to Rudolf's
home, they would deliberately wear Adidas shoes. Rudolf would tell them to go to the
basement and pick out a pair of free Pumas.[5] The two brothers never reconciled, and
although both are buried in the same cemetery, they are spaced apart as far as possible.[citation
needed]

In 1948, the first football match after World War II, several members of the West German
national football team wore Puma boots, including the scorer of West Germany's first postwar goal, Herbert Burdenski. Four years later, at the 1952 Summer Olympics, 1500 metres
runner Josy Barthel of Luxembourg won Puma's first Olympic gold in Helsinki, Finland.
At the 1960 Summer Olympics Puma paid German sprinter Armin Hary to wear Pumas in the
100 metre sprint final. Hary had worn Adidas before and asked Adolf for payment, but
Adidas rejected this request. The German won gold in Pumas, but then laced up Adidas for
the medals ceremony, to the shock of the two Dassler brothers. Hary hoped to cash in from
both, but Adi was so enraged he banned the Olympic champion.[6]

The Pel pact and subsequent affairs

A few months prior to the 1970 FIFA World Cup, Armin Dassler (Rudolf's son) and his
cousin, Horst Dassler (Adi's son), sealed an agreement which was dubbed "The Pel pact".
This agreement dictated that Pel would be out of bounds for both Adidas and Puma.
However, Pel complied with a request by Puma's representative Hans Henningsen to
increase the awareness and profile of Puma after he received $120,000 to wear the
Formstripes.[6] At the opening whistle of a 1970 World Cup finals match, Pel stopped the
referee with a last-second request to tie his shoelaces before kneeling down to give millions
of television viewers a close-up of his Pumas.[10] This outraged Horst, and future peace
agreements were called off.
Two years later, during the 1972 Summer Olympics, Puma provided shoes for the Ugandan
400 metres hurdles champion, John Akii-Bua. After Akii-Bua was forced out of Uganda by its

military government, Puma employed him in Germany. Eventually Akii-Bua returned to

Uganda.
Puma became a public company in 1986, and thereafter was listed on the Brse Mnchen and
Frankfurt Stock Exchange.
In May 1989, Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 percent stake in
Puma to Swiss business Cosa Liebermann SA.[11]

Present day
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or newly available information. (February 2015)

Puma SE employs more than 10,000 people worldwide and distributes its products in more
than 120 countries.[when?] For the fiscal year 2003, the company had revenue of 1.274 billion.
Puma were the commercial sponsors for the 2002 anime series Hungry Heart: Wild Striker,
with the jerseys and clothing sporting the Puma brand. Puma ranks as one of the top shoe
brands, after Reebok, Adidas, and Nike.[12]
The company has been led by CEO and Chairman Jochen Zeitz since 1993. His contract was
extended until 2012 in October 2007.[13]
Japanese fashion guru Mihara Yasuhiro teamed up with Puma to create a high-end and highconcept line of sneakers[14]
Puma is the main producer of enthusiast driving shoes and race suits. They are the primary
producer for Formula One and NASCAR clothing. They won the rights to sponsor the 2006
FIFA World Cup champions, the Italian national football team, making and sponsoring the
clothing worn by the team. They entered a partnership with Ferrari, Ducati and BMW to
make Puma-Ferrari, Puma-Ducati and Puma-BMW shoes. On 15 March 2007 Puma launched
its 2007/2008 line of uniforms for a club, and Brazilian football club Grmio will be the first
to use the laser-sewn technology, similar to that worn by Italy at the 2006 World Cup,
because their season starts six months earlier than European clubs.
Rihanna was named Creative Director of Puma overseeing direction of the womenswear line
in December 2014.[15]

Special editions of King football boots

In 2008 Puma commemorated the 40th anniversary of the "King" model of boots with a
special anniversary edition,[16] the King XL (XL is 40 in Roman Numerals), a tribute to
Portuguese footballer Eusbio, who scored 42 goals with King boots in 1968, winning the
Golden Boot Award as Europe's leading scorer. Puma has continued to release new versions
of the King range, and released a version in 2009 to celebrate the history of Italian soccer,
and in particular the Puma King XL Italia, in honour of double World Cup winning coach
Vittorio Pozzo.[17]

In 2010 a Puma King model was released commemorating the 50th birthday of Diego
Maradona,[18] with a model called the Puma King Diego Finale football boot. This edition was
created in the colours of La Albiceleste, the Argentina National football team.

Takeover by PPR
In February 2007 Puma reported that its profits had fallen by 26% to 32.8 million
($43 million; 22 million) during the final three months of 2006. Most of the decline in
profits was due to higher costs linked to its expansion; sales rose by more than a third to
480.6 million.[19]
In early April 2007 Puma's shares rose 29.25 per share, or about 10.2%, at 315.24 per
share.[20]
On 10 April 2007 French retailer and owner of Gucci brand Pinault-Printemps-Redoute
(PPR) announced that it had bought a 27% stake in Puma, clearing the way for a full
takeover. The deal values Puma at 5.3 billion. PPR said that it would launch a "friendly"
takeover for Puma, worth 330 a share, once the acquisition of the smaller stake was
completed. The board of Puma welcomed the move, saying it was fair and in the firm's best
interests.[21]
Since 17 July 2007 PPR owns 62.1% of Puma stock. While PPR owns the majority of Puma's
stock, Puma remains an independent company.
In July 2011 the company completed a conversion from an Aktiengesellschaft (German
public limited company) to a Societas Europaea, the European Union-wide equivalent,
changing its name from Puma AG Rudolf Dassler Sport to Puma SE.[22] At the same time,
Franz Koch replaced the long-serving Jochen Zeitz as the firm's CEO, with Zeitz becoming
chairman.

Controversy
Employment practices
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Organizations that were promoting fair trade and worker's rights did not criticize Puma's
employment practices in their developing world factories, predominantly relating to workers
in China, Turkey, El Salvador, and Indonesia.[23][24][25]
Puma, like many globalised corporations, believes that "labour flexibility remains one of the
key components to ensure that individual companies survive and grow". These "flexible"
labour practices allow the company to manufacture quickly and cheaply, but often under
exploitative conditions.[26]
Freedom of association

Pumas 2009 supplier list included close to 350 suppliers, the majority of which are located in
Asia, predominately China, followed by Vietnam.[27] In these locations, Puma reports that the
rights of freedom of association and collective bargaining have been difficult to enforce.[28]
According to human rights and labour organisations,[29] Puma does not have adequate policies
in place to encourage suppliers to recognise workers' union rights. Puma does not require
suppliers to allow their workers to form a union, nor does it require suppliers to sign union
access agreements.[30]
Puma frequently has short term contracts with its suppliers, which means that at any time it
can leave an area, and its workers, if they can source their products more cheaply elsewhere.
[31]
This lack of stability does not give supplier factories a good incentive to respect workers'
rights. For instance, in 2004 Puma decided to stop ordering garments from the Lian Thai
factory in Thailand just after the factory had agreed to cease discrimination against trade
union members.[31] In another incident, following the formation of an independent union at
one of Pumas Mexican suppliers, the company cut orders from the factory.[32]
Puma has not taken action to minimise the use of short term contracts,[26] though the
prevalence of these contracts creates an atmosphere of economic insecurity and makes it
difficult for workers to organise.
Low wages
In a number of regions, sportswear workers producing for Puma have been increasingly vocal
about the serious inadequacy of their wages.[33] Puma has not yet made a full commitment to
pay a living wage.[34] Puma is currently undertaking research into finding a practical solution
to the problem of low wages in Asia, and is working with suppliers in Indonesia, India, and
Cambodia to assess the feasibility of a minimum living wage.[35] Labour organisations, such
as the Asia Floor Wage campaign, hope that this process will lead to the implementation of
living wages in the future. In the meanwhile, Puma has admitted that it is still trying to
achieving full compliance with the minimum wage at a number of its suppliers.[36]
Steps in the right direction
The company has made some steps towards greater transparency. In 2000 Puma began
auditing all of its suppliers on a yearly basis, and makes the results available in its
sustainability reports.[37] Since 2005 it has publicly provided a list of its suppliers.
Puma has made a strong commitment to respecting workers rights in some areas. For
example, Puma has obtained the Ethical Clothing Australia accreditation for its Australianmade products.[38] This labour-friendly accreditation applies to only a tiny percentage of
Pumas total production.
Environmental practices
In July 2011, Puma along with other major fashion and sportswear brands including Nike,
Adidas, and Abercrombie & Fitch was the subject of a report by the environmental group
Greenpeace entitled 'Dirty Laundry'. Puma is accused of working with suppliers in China
who, according the findings of the report, contribute to the pollution of the Yangtze and Pearl
Rivers. Samples taken from one facility belonging to the Youngor Group located on the
Yangtze River Delta and another belonging to the Well Dyeing Factory Ltd., located on a

tributary of the Pearl River Delta, revealed the presence of hazardous and persistent hormone
disruptor chemicals, including alkylphenols, perfluorinated compounds, and perfluorooctane
sulfonate.[39]
Less than two weeks after the release of the Dirty Laundry report, Puma made a public
commitment to deal with the issues raised by Greenpeace. The company's statement asserts
that "Puma is committed to eliminate the discharges of all hazardous chemicals from the
whole lifecycle and all production procedures that are associated with the making and using
of Puma products."[40] Greenpeace also confirmed Puma's commitment to eliminate all
releases of hazardous chemicals from its entire product lifecycle, and across its global supply
chain by 2020.[41]
In May 2011, The Guardian released an article saying that Puma was "world's first major
company to put a value on its environmental impact". According to the article the company
"has made a commitment that within four years, half its international collections will be
manufactured according to its internal sustainability standard, by using more sustainable
materials such as recycled polyester, as well as ensuring its suppliers develop more
sustainable materials and products." [42]

Timeline
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Puma goalkeeper gloves and Puma motorsport gloves

A pair of Puma Suede shoes,

a style introduced in 1968

1920: Rudolf Dassler and his brother Adolf start making sports shoes
1924: Foundation of Gebrder Dassler Schuhfabrik, Herzogenaurach,
Germany

1948: Foundation of Puma Schuhfabrik Rudolf Dassler (1 October),

Introduction of the ATOM, Puma's first football shoe

1949: Rudolf Dassler has the idea of football shoes with removable studs.
He begins working on their development and production.

1952: Introduction of the SUPER ATOM

1953: Development of ATOM's successor: the BRASIL

1958: Introduction of Puma's signature "Formstripe" at the FIFA World Cup

in Sweden

1959: The company is transformed into a limited partnership named

Puma-Sportschuhfabriken Rudolf Dassler KG

1960: Introduction of the vulcanization production technique[citation needed]

1966: Launch of the WEMBLEY, the predecessor model to the Puma King

1968: Launch of the legendary KING. Puma is the first manufacturer to

offer sports shoes with Velcro fasteners

1968: Launch of the SUEDE

1973: Launch of the CLYDE. Designed for basketball player Walt "Clyde"
Frazier, as a wider-fitting version of suede model

1974: Rudolf Dassler dies. His sons Armin and Gerd take over the
company's management

1976: Introduction of the S.P.A.-Technology

1986: Transformation into a stock corporation

1989: Launch of the TRINOMIC sport shoe system

1989: Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 percent
stake in Puma to Swiss business Cosa Liebermann SA.

1990: Introduction of INSPECTOR, a growth control system for children's

shoes

1991: Launch of the DISC SYSTEM sports shoe

1992: Capital increase by DM 20 million, share capital reaches DM

70 million

1993: Jochen Zeitz is appointed Chairman and CEO, Proventus/Aritmos B.V.

becomes majority shareholder

1994: The first profit since the company's IPO in 1986 is registered

1996: Puma is listed in the German M-DAX index; introduction of the CELL
technology, the first foam-free midsole

1997: Launch of the CELLERATOR

1998: Puma starts a cooperation with designer Jil Sander

1999: Puma becomes an official on-field supplier of the NFL, a legacy

reflected in the numeral font of the Tennessee Titans jersey which still
uses the original Puma design. Puma is the uniform manufacturer for both
Super Bowl teams that year: the Titans and St. Louis Rams.

2000: Production of fireproof footwear in partnership with Porsche and

Sparco

2001: Acquisition of the Scandinavian Tretorn Group

2002: Puma ends tenure as an on-field supplier for the NFL, when Reebok
is announced as the league's sole official uniform and apparel sponsor for
10 years (2002-2011)

2002: Launch of the SHUDOH

2003: Majority shareholder Monarchy/Regency sells its shareholdings to a

broad base of institutional investors

2004: Collaborative partnership with world-renowned designer Philippe

Starck

2005: Mayfair Vermgensverwaltungsgesellschaft mbh acquires a total of

16.91% shareholding

2006: The company is listed in the Dow Jones Sustainability Index;

Introduction of the S.A.F.E. concept, a specific tool developed to
continuously improve social and environmental standards. Shoe collection
in cooperation with Alexander McQueen. Italy would go on to win the 2006
World Cup. Due to Puma's sponsorship of the Italian national team, many
of the teams' players wore Puma boots

2007: Voluntary public take-over by Pinault-Printemps Redoute;

Prolongation of the contract with Jochen Zeitz by five years

2008: Melody Harris-Jensbach is appointed Deputy CEO; Designer and

artist Hussein Chalayan becomes Creative Director, Puma also acquires a
majority stake in Chalayan's business and Hussein Chalayan

2010: Signs two-year deals to make the kits of Newcastle United,

Motherwell, Hibernian, Burnley & Preston North End from the 201011
season

2010: Puma announced it would acquire 100 percent of Cobra Golf, based
in Carlsbad, California, from Fortune Brands Inc., but did not provide any
financial details.[43]

2011: Signs a deal to make kits of Dinamo Zagreb from the 201112
season.

2011: Signs a three-year deal with A-League champions Brisbane Roar[44]

2012: Signs an eight-year deal to make kits for Borussia Dortmund,

starting from the 2012-13 season.[45]

2013: Signs a five-year deal to make kits for Rangers from the 2013-14
season.

2013: Agrees to make kits for Football League Championship side

Wolverhampton Wanderers on a four year deal.

2013: Signs a five-year kit deal with Serbian side Red Star Belgrade.

2014: Signs a five-year kit deal worth 30 million-a-year with Arsenal[46]

2014: Rihanna is named PUMA's global brand ambassador for women's

training and PUMA Women's Creative Director, overseeing the direction of
the womenswear line, working in partnership with PUMA's Internal Product
Creation team.[47]

Sponsorship
Main article: List of Puma sponsorships

Usain Bolt wearing Puma shoes.

Puma is a sponsor of sporting events and identities in Germany and internationally. The
company sponsors numerous footballers and national football teams; the "Formstripe"
especially has a heavy presence in Africa. Puma is the sponsor of a number of Bundesliga
clubs, most notably Borussia Dortmund.
In cricket, Puma is the official apparel sponsor for the Sunrisers Hyderabad (representing the
city of Hyderabad), and Rajasthan Royals (representing the city of Jaipur) in the Indian
Premier League.[48][49] International cricketers such as Yuvraj Singh, Craig Kieswetter, Adam
Gilchrist and Brendon McCullum are sponsored by the brand.[50]

In Rugby Union, Puma entered an eight-year contract as official apparel sponsor of the Irish
Rugby team that commenced with the 200910 season.[51] Under the agreement, Puma
supplies the team kit and training equipment and markets replica kits. Puma also sponsor
English premiership side Bath.
In golf, Puma sponsors Rickie Fowler and Jonas Blixt.[citation needed]
In track and field Puma is best known as the sponsor of Usain Bolt and the Jamaica athletics
team.
Puma is also a sponsor of the web show The Legion of Extraordinary Dancers.[citation needed]
In January 2014 Puma and Arsenal F.C. announced a long-term Kit partnership that created
the highest value deal in the history of both organisations.[52] The Indian Super League
announced in September 2014 that the Puma EvoPower 1 Statement ball would become its
official match ball.[53] Puma is also the official kit sponsor for ISL team Kerala Blasters.[54]