It was in 1948 when the brothers, with their differing personalities, decided to go separate ways. Rudolf moved on to found the trademark company that we know today as PUMA ("PUMA Schuhfabrik Rudolf Dassler”). Likewise, brother Adi founded ADIAS ("ADIAS Schuhfabrik Adi Dassler").
PUMA introduced the Atom, PUMA’s first football shoe. PUMA has
since become Adidas's biggest competitor throughout Europe. In 1959 the
company was transformed into a limited partnership named “PUMA-Sportschuhfabriken
Rudolf Dassler KG”.
In 1968 PUMA was the first manufacturer to offer sports shoes
with Velcro® fasteners. Puma continues to take significant steps toward
the goal of being the most desirable sport lifestyle brand in the world
by fusing the creative influences from the world of sport, lifestyle and
fashion. To achieve this end, the brand template emphasizes PUMA’s
distinctiveness, individualism, spontaneity, internationalism and sporting
heritage. An important part of the brand strategy is maintaining vigilant
watch over distribution channels and ensuring a high level of desirability.
Where licensee growth is desired, PUMA provides solid guidance and strict
alertness to make certain that the brand’s objectives and direction
PUMA distributes it products in more than 80 countries and out
sources to production facilities in more than 30 countries around the
world. Regional hubs were created to oversee PUMA distributors, licensees,
and subsidiaries within the respective regions. Germany is responsible
for Western Europe, USA for the Americas, Austria for Eastern Europe,
Africa and the Middle East, Hong Kong for Asia, and Australia for the
Pacific Region. This structure places PUMA in a dynamic position to capture
regional differences and local variances, enabling the company to fine-tune
and incorporate them into its global brand initiatives.