Puma Clothing and Shoes

Puma Clothing is an extension of Puma Shoes that was founded in 1948 by Rudolf Dassler, brother of Adi Dassler who founded Adias Shoes.

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In 1920 Adi hand made his first training shoe in their mother's 20m2 washroom that had no electricity. He purchased surplus supplies from the disbanded German army and used these materials to make the shoes. The shoes were equipped with black spikes made from nails that were hand forged into the shoe by a good friend that was a blacksmith.

By 1924, there was a staff of 12, including Rudolf and other family members. They produced, roughly, 50 pairs of shoes per day. Adi and Rudolf registered their company under the name "Dassler Brothers OHG" (Gebrüder Dassler OHG) in Herzogenaurach, Germany. In 1927, they leased their first production facility "Dassler Brothers Shoe Factory" ("Gebrüder Dassler Schuhfabrik") where 25 people produced 100 pairs of shoes per day. In 1928, Dassler shoes were worn, for the first time ever, at the Olympic Games in Amsterdam. In 1930, the brothers bought the leased production facility together with a little house and an adjoining piece of land. They constructed a 3-story house that became known as "the villa behind the factory". Dassler introduced its first tennis shoe on the market in 1931. In 1938 they acquired a second factory in Herzogenaurach and production was up to 1,000 pairs of shoes per day. In 1939 the Nazis confiscated the factory. Cont below....

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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 are maintained.

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.