The legendary story of Puma is far different than the mainstream brands. It seems like a fictional story full of twists and turns that the brand went through, marking its glory. The brand is globally known for its high-quality products and high brand value. “Forever Faster” not only reflects in the campaigns but also in the products and business processes. Its branding, Puma history, products, and legacy inspires many businesses and entrepreneurs.
The logo went through many changes with time. The first design in 1948 depicts a puma jumping through a capital D letter representing the Dassler Shoes. In 1951 a more detailed emblem appeared featuring the same design inside a hexagon. More changes were made in the following years. In 1974 the brand name appeared in the logo and is still in use. The recent black silhouette of the Puma was adopted to gain global acceptance and outreach. The company also uses a red, green, or blue colored silhouette for branding in some campaigns.
Rudolf Dassler founded the company Gebrüder Dassler Schuhfabrik along with his brother Adolf Dassler in 1919. However, in 1948, the Dassler brothers fell apart due to some dissents and separated their businesses. Adolf founded a new company Adidas (Adi for Adolf, Das for Dassler), which later became another renowned brand. Rudolf switched to the name RuDas for some time, then switched to the brand name PUMA, registering it in 1949.
Operations started in their parent’s house in Herzogenaurach, Germany, as the only shoe factory in town with few resources and no workers other than the two brothers. The company gained publicity in the 1928 Olympic summer games, where almost all German athletes were wearing Dassler shoes. Further, in 1936, Jesse Owens wins four Gold medals in the Olympic games in Berlin, fueling the business growth.
Seven Gold medals and five Bronze medals by more world-class athletes while sporting Dassler spikes brought more fame and trust to the business. The separation of the brothers after World War II did not impact on the growth and performance. In 1954, Heinz Futterer, a 100m dash runner, broke the world record by finishing the dash in 10.2 seconds, again wearing the Puma shoes, winning international fame for the brand.
The brand identity of Puma is a pinnacle of the sports brand industry, with the most sponsors in the Olympic games. Let’s review some of the products that the brand offers.
The Puma shoes were a hit among Germans as well as International fans, and the football boot was gaining demand across borders marking the brand’s leadership.
Puma offers a variety of sports equipment on its website to cater to the different needs of each consumer segment.
The different clothing options, from hats to socks and watches to handbags, are available at the brand outlets and website.
With more challenges and intense competition, Puma CEO Arne Freundt is preparing for the next Puma launches. With a clear emphasis on the Olympic games and Puma’s Super Atom, the company is also working on its low-price brand for the audience. The following programs are underway to provide community support and help pass through post-COVID financial difficulties.
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