Just like Adidas, Puma started life in a laundry room in Herzogenaurach. There, in the 1920s, brothers Adolf and Rudolf Dassler developed the world’s first sports shoes and founded the successful "Dassler Brothers Sports Shoe Factory ". However, the brothers had very different ideas and managing the company together did not go well. After the war, the brothers eventually parted ways with each founding their own businesses, thereby dividing an entire region into Puma or Adidas. From then on, there was fierce rivalry between the brothers which made sure that new innovations were brought to the market at reasonable prices - to the delight of customers.
For a long time Puma successfully conducted its business as the little brother of Adidas. Stars such as Netzer, Maradonna, Becker and Matthias became ambassadors of the brand. Nevertheless, in the early 90s the brand found itself on the verge of bankruptcy. Puma was dying. But just as a cat has several lives, Puma got back on its feet and performed an almost revolutionary change – from a label for losers to a trendy fashion and lifestyle brand - in a short space of time. Puma was suddenly no longer only found in stadiums, but wherever young, hip people met: on MTV and VIVA, at the Love Parade, at large concerts and numerous club trendsetters could be seen in Puma shoes and Puma shirts. Puma stood for rebellion and an urban lifestyle, and therefore achieved enormous success. The brand quickly developed its own fashion line to sit alongside its lifestyle and sports products, which no longer required a sporting connection.
Puma is now extremely popular especially amongst younger, athletic individuals. Stars such as Usain Bolt and national soccer teams such as Ghana or Cameroon, which are kitted out by Puma reinforce the brand image as a successful, committed and open-minded company, always true to the company motto: fair, honest, positive and creative. Today Puma offers almost every product imaginable alongside its sports products and sports clothes. Clothing, underwear, shoes, accessories, cosmetics – The Puma range has something for everyone. Alongside Adidas and Nike, Puma - now a modern plc – belongs in the group of the world's most successful sporting goods manufacturers.