Well known as the largest sportswear manufacturing organisation, Puma’s birth was the result of a family feud between the father of Adidas (Adi Dassler) and his brother (Rudolph Dassler) who worked together as shoemakers for 20 years. The feud resulted in both brothers splitting off and going their separate ways with Adi Dassler forming Adidas and Rudolph Dassler forming Puma.
Rudolph’s business began to hit off in after his contracts with professional athletes were successful. BY 1962 his products were shipped to countries all over the world and were worm by athletes in the Olympics and World Cup. But despite this Puma was facing major competition in their industry and in the 1990’s they restructured their management team. Their aim was to have Puma products be renowned globally and be recognized for producing high quality sports products that optimize individual performance.
In 1996 with Puma facing major success with its footwear and sports apparel products, as it began to influence other fields of sport Linford Christie wore creative contact lenses with the white Puma cat on his pupil during a press conference at the Olympic Games in Atlanta. This later became a symbol for innovative marketing, and not just in the sports industry.
Puma has gained a reputation for their stylish products having a more urban look to them and they’re quite popular with younger generations due to their fashionable appearance. Due to major competition from both Nike and Adidas, Puma began to diversify by entering the fahion industry in order to survive. They’ve launched product lines for sneakers and other casual footwear throughout the years, making a significant impact on the fashion industry by merging sports and fashion.
Puma grew into the huge corporation it is today through dedication and constant struggle against competition, but not only did they remain one of the largest sportswear companies in the world through struggle, they succeeded by becoming an iconic figure in the world of fashion, by merging both worlds and creating their own brand that people love today.
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