Puma SE

Adolf Dassler and his brother Rudolf Dassler founded the Dassler Brothers Shoe Factory in Herzogenaurach, Germany, in 1924. The company initially started in their mother's laundry room. The brothers shared a passion for sports and manufacturing quality athletic footwear, which eventually set the foundation for their future success in the industry.

After a rift between the Dassler brothers, Rudolf Dassler founded Puma on October 1, 1948. This split also gave rise to the formation of Adidas by Adolf Dassler. The two companies initially maintained a fierce rivalry, which played a significant role in the development of sportswear and athletic shoes globally.

Puma SE decided to go public and was listed on the Börse München and Frankfurt Stock Exchange in 1986. This move allowed Puma to raise capital for further expansion and development, and it marked a significant step in Puma's growth as a global company, enabling it to reach a wider customer base and market.

Jochen Zeitz was appointed as the CEO of Puma in 1998 at the age of 30, making him one of the youngest heads of a public European company. Under his tenure, Puma witnessed a financial turnaround and reestablished itself as one of the leading brands in sportswear, credited significantly to his keen leadership and strategic vision.

French luxury group Kering, known then as PPR (Pinault-Printemps-Redoute), announced its intention to acquire a majority stake in Puma SE. This acquisition was part of Kering's strategy to diversify its holdings and expand into sports and lifestyle brands, aligning perfectly with its existing luxury brand portfolio.

Jamaican sprinter Usain Bolt won the 100m and 200m gold medals at the 2008 Beijing Olympics while wearing Puma shoes, marking a significant endorsement for the brand. Bolt's victories brought global recognition to Puma as a leading brand in sports equipment, particularly in track and field athletics.

Puma launched the global 'Forever Faster' campaign in 2013, aiming to position itself as the fastest sports brand in the world. The campaign featured prominent athletes such as Usain Bolt and focused on speed, performance, and the brand's pioneering spirit. It was a significant rebranding effort to boost Puma's market presence.

Puma joined the ZDHC (Zero Discharge of Hazardous Chemicals) Program in 2014, committing itself to the elimination of hazardous chemicals from its supply chain. This was an essential step in improving Puma’s environmental performance and aligning its production processes with more sustainable and eco-friendly practices that are crucial in today's industries.

In 2018, Kering announced the sale of a 70% stake in Puma, retaining only a 16% share. This marked a strategic shift for Kering, allowing it to focus on its core luxury brands. Despite reducing its stake, Kering expressed confidence in Puma's growth trajectory and future potential in the sportswear market.

Puma announced an ambitious environmental program aiming to have nine key sustainable commitments by 2025. This includes increasing the use of more sustainable materials, reducing its carbon footprint, and improving overall environmental impacts. The initiative reinforces Puma's commitment to sustainability and responsible corporate practices.