Company: Puma SE
Brand value: US$1,369 million
Headquarter city: Herzogenaurach
Year formed: 1948
Puma is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. The range includes performance and sport-inspired lifestyle products for sports including football, running, golf and motorsports. Puma products are sold in more than 120 countries, and the company is the third-largest sportswear manufacturer in the world. The Puma brand was born at the same time as rival Adidas. Brothers Rudolf and Adolf Dassler has jointly formed the Dassler Brothers Shoe Factory in 1924, but their relationship deteriorated to the point where they each went their separate ways. Rudolf launched Puma and Adolf, adidas, both still based in the same German city. CEO Bjørn Gulden has announced Puma’s mission to be “the fastest sports brand in the world”, fast in innovation, decision-making and problem solving. The brand outlines its four key values as being brave, confident, determined and joyful; it seeks to promote credibility, authenticity, and an appreciation for the games and sports it is involved in. Sponsored athletes over the years have included Michael Schumacher, Boris Becker and Diego Maradona. Current athletes sponsored by Puma include Italy goalkeeper Gianluigi Buffon and Spanish player Cesc Fabregas. The brand also sponsors several football clubs and national teams, as well as athletics teams and individuals, including Usain Bolt. Puma also works with non-sporting celebrities; singer Rihanna is women’s creative director and global ambassador for women’s training. The Korean boy band BTS have shot several commercials for the brand. Puma Group owns the Cobra Golf brand as well as a subsidiary, Dobotex. Puma has been majority-owned by French group Kering since 2007, with Puma shares are listed on the Frankfurt and Munich stock exchanges, and is a component stock of the SDAX index.