Puma History

Rudolf Dassler started Puma in 1948, once he left his brother Adi at Adidas. Puma started as a German based company making shoes and apparel, and the headquarters was located in Herzogenaurach, West Germany. The Puma "Atom" also hit the market in 1948, and ten years later the "Formstripe" hit the market. Later on Puma produced more appealing styles like the, soccer shoe the "King" and the popular "Suede" aka the "Clyde". Both styles were seen in the World Cup worn by Eusebio da Silva Ferreira and in the Olympics worn by Lee Evans and Thomas Smith.

Rudolf passed in 1974 of lung cancer, and his son ran the company. In 1989, Armin and Gerd Dassler sold Puma to Cosa Liebermann for a unknown amount. Since Puma was seen on the soccer field many years ago it’s still very popular with the players and fans. Puma offers tons of styles to pick from and with the basic look they never go out of style. Puma will be around for a very very long time.

Puma’s are most likely the most slept on brand in the "Shoe Game", and most Puma collectors are not in the US. The Puma collectors are mainly those that grew up during the "Break Dancing" era and people outside the US. Although the younger generation may think Puma is wack, you gotta have mercy on them because they’re just too young to understand. If you know Puma, you know there would be no "Shoe Game" without them and that’s that!!!

Puma Timeline

1924
  • Foundation of “Gebrüder Dassler Schuhfabrik”, Herzogenaurach, Germany.
1936
  • Competing at the Berlin Olympic Games, American hero Jesse Owens wins four Gold medals wearing Dassler shoes. During the Games, almost every member of the German Football team wears Dassler shoes. In total there are seven Gold and five Bronze medal winners. Additionally, athletes wearing Dassler shoes shatter two world and three Olympic records.
1948
  • “PUMA Schuhfabrik Rudolf Dassler” is founded.
  • Introduction of the PUMA Atom, PUMA’s first football shoe.
1949
  • Rudolf Dassler has the idea of football boots with removable studs and begins working on their development and production
1950
  • Continuation of the development of the football boot with exchangeable studs by Rudolf Dassler in cooperation with football experts such as Sepp Herberger (national coach)
  • In the first football match after World War II, several members of the West German national football team wear PUMA boots, including the scorer of West Germany’s first post-war goal, Herbert Burdenski.
1951
  • First tests of the „SUPER ATOM“
1952
  • Josef Barthel of Luxembourg wins PUMA’s first Olympic Gold (1500m) in Helsinki, Finland.
  • Production of the „SUPER ATOM“
  • Launch of the „SUPER ATOM“ at the start of the season with top players and specialized trade.
  • The „SUPER ATOM“ is worn for the first time by top players of the clubs Borussia Dortmund (10 players), Eintracht Frankfurt (1 player), VfB Stuttgart (9 players) as well as 1. FC Kaiserslautern (7 players). Among others, the first wearers of the SUPER ATOM are Horst Eckel und Werner Liebrich, who, due to their excellent performance in the field, advance into the German national team.
1953
  • Advertisement campaign „Deutschlands Fussball-Elite“ (Germany´s football elite) as a result of the successful launch of the „SUPER ATOM“
  • Development and first test of the succession model „BRASIL“
1954
  • In Yokohama, West Germany’s Heinz Fütterer sets a new 100m world record wearing PUMA shoes.
  • Launch of „BRASIL“ with top football players of the club Hannover 96
  • In May, during the finals of the German championships, Hannover 96 wins against 1. FC Kaiserslautern in Hamburg and becomes German football champion. Eight out of eleven champions wear the PUMA screw in studs boots „BRASIL“.
  • Launch of the advertisement campaign „So war es in Hamburg“ (The way it was in Hamburg)
1958
  • In football, Swedish and Brazilian national team players, competing at the World Cup in Sweden, wear PUMA shoes bearing PUMA’s signature formstrip for the first time.
1959
  • The company is transformed into a limited partnership named “PUMA-Sportschuhfabriken Rudolf Dassler KG”.

1960
  • West Germany’s Armin Hary wins the 100m sprint at the Olympic Games in Rome wearing PUMA track shoes. PUMA is the first sports shoe manufacturer to use the technologically advanced “vulcanization” production technique.
1962
  • At the World Cup in Chile, Pelé, for the second time in succession, becomes a World Cup winner in PUMA boots.
1964
  • Belgium’s Gaston Roelants (3000m steeplechase), Great Britain’s Mary Rand (long jump) and Ethiopia’s Abebe Bikila (marathon) both win Gold wearing PUMA at the Tokyo Olympic Games.
1966
  • At the World Cup in England, Portuguese superstar Eusebio, top scorer and “Player of the Tournament” wears PUMA's “KING” football shoes.
1968
  • Four PUMA athletes bring home the Gold at the Olympic Games in Mexico: Tommie Smith (200m), Lee Evans (400m/4 x 400m), Willie Davenport (110m high hurdles) and Bob Seagren (pole-vault).
  • Wearing PUMA track shoes, Jim Hines is the first man to complete the 100m sprint in less than 10 seconds.
  • PUMA is the first manufacturer to offer sports shoes with Velcro® fasteners.
1969
  • Quarterback Joe Namath leads the New York Jets (American football team) to Super Bowl III, wearing PUMA shoes.

1970
  • “Player of the Tournament”, Pelé, plays in PUMA King boots and helps Brazil to his and his country’s third World Cup title by beating Italy in the Mexico finals.
1972
  • At the Munich Olympics, Gold medal winners in PUMA shoes include Mary Peters, US (pentathlon), John Akii-Bua, Uganda (400m hurdles), Randy Williams, US (long jump) and Klaus Wolfermann, (West) Germany (javelin).
1973/76
  • Wearing PUMA shoes, America’s Dwight Stones sets three world records in the men’s high jump.

1974
  • At the World Cup in Germany, “Player of the Tournament” and Dutch legend Johan Cruyff wears PUMA football boots. Cruyff also wins the prestigious “European Footballer of the Year” award for the second year in succession.
1976
  • PUMA introduces the revolutionary S.P.A. technology.
1977
  • Argentina’s Guillermo Vilas wins the French and US Open tennis tournaments wearing PUMA.
  • Denmark and Borussia Mönchengladbach’s forward and PUMA athlete, Allan Simonsen, is voted “European Footballer of the Year”.
1978/79
  • Guillermo Vilas wins the Australian Open wearing PUMA.
  • At the World Cup, Argentina’s Mario Kempes leads his country on home soil, to its first World Cup triumph. Kempes is top scorer of the tournament and like nine other players on the winning team he wears PUMA shoes.
1979/81
  • America’s Renaldo Nehemiah, wearing PUMA spikes, sets three world records in the 110m hurdles.
1981
  • American football star Marcus Allen of the Oakland Raiders is one of many NFL stars that play in PUMA shoes.
1982
  • At the World Cup in Spain, Italy’s winger Bruno Conti wears PUMA shoes and is an integral part of the winning team.
  • Diego Maradona of Argentina plays his first World Cup in PUMA boots.
  • Armin A. Dassler invents the PUMA Duoflex sole.
1983
  • American track star Sydnee Maree sets a new 1500m-world record in PUMA spikes.
1984
  • At the Los Angeles Games, Evelyn Ashford wins two Gold medals (100m/4 x 100m) in PUMA spikes.
1984-87
  • Martina Navratilova (Czech Republic and later the US) wins Wimbledon wearing PUMA shoes and sportswear.
1985
  • Germany’s Boris Becker wins Wimbledon wearing PUMA shoes and playing with a PUMA racket. He is still the youngest and only unseeded player to win this prestigious event.
1986
  • The PUMA limited partnership is transformed into a stock corporation; PUMA stock is publicly offered on the Munich and Frankfurt stock exchanges.
  • Playing for Argentina, Diego Maradona leads his country to the World Cup title. Wearing PUMA football boots, Maradona scores the “infamous” “Hand of God” goal as well as the spectacular solo effort which will later officially be voted Goal of the Century by FIFA. Maradona is voted “Player of the Tournament”.
1988
  • PUMA team Werder Bremen wins the German Football Championship.
1989
  • PUMA launches its “Trinomic” sport shoe system.
1990
  • PUMA presents “INSPECTOR”, a system for children’s shoes; the mid-sole window enables growth to be monitored.
  • PUMA athlete, German midfielder Lothar Matthäus captains Germany to the country’s first World Cup title since 1974. He is then voted “European Footballer of the Year”, “World Footballer of the Year”, and “World Sportsman of the Year”.
1991
  • PUMA introduces its high-tech “PUMA DISC SYSTEM” sports shoe.
  • PUMA begins an exclusive partnership with Pittards, a premier leather manufacturing company based in England.
1992
  • PUMA sponsored football team, Werder Bremen, wins the UEFA European Winners Cup in Lisbon.
  • At the Barcelona Olympics, Heike Drechsler (long jump), Dieter Baumann (5000m), both of Germany, and Great Britain’s Linford Christie (100m) all clinch Gold medals wearing PUMA spikes.
  • PUMA increases its capital by DM 20 million; share capital reaches DM 70 million.
1993
  • Jochen Zeitz is appointed CEO and Chairman of PUMA’s Board of Management.
  • Phase I of PUMA’s long-term corporate development plan starts whereby the aim is to establish a solid financial footing.
  • Proventus/Aritmos B.V. becomes majority shareholder of PUMA AG.
  • At the Track and Field World Championships in Stuttgart, Germany’s Heike Drechsler, Jamaica’s Merlene Ottey, Linford Christie and Colin Jackson (both of UK) - together “PUMA's Fantastic Four” - all win Gold medals. Colin Jackson (110m hurdles) also sets a new world record 12.91s that still stands today.
  • PUMA team Werder Bremen wins the German Football Championship.
1994
  • Merlene Ottey and Colin Jackson set indoor world records, over the 50m dash and the 60m high hurdles respectively.
  • PUMA’s successful grass root initiative, Street Soccer, is born.
  • PUMA registers a profit for the first time since its IPO in 1986.
  • Argentine statement team and PUMA partner Velez Sarsfield (as reigning South American Copa Libertadores Champions) win the World Club Championship in Tokyo by beating A.C. Milan 2-0.
1995
  • Within one hour of each other, Linford Christie sets two indoor sprint records wearing PUMA spikes during the 60m (6.47 sec.) and 200m (20.25 sec.) races.
  • At the World Championships in Göteborg, Great Britain’s Jonathan Edwards clinches Gold and sets a new world record (18.29 meters, which still stands) in the triple jump. Merlene Ottey takes Gold home in the 200m sprint.
  • Spanish PUMA team Real Saragossa wins the UEFA European Cup Winners’ Cup.
1996
  • PUMA AG listed in the German M-Dax index
  • PUMA presents its PUMA CELL technology, the first foam-free midsole.
  • PUMA acquires its licensee in North America and establishes “PUMA North America, Inc.” as a wholly owned subsidiary.
  • PUMA introduces a new Pittards leather - Pittards Soccer 2000 - developed exclusively for the KING boot. This new generation of the KING boot is first unveiled at EURO '96 in England. Wearing the boot at its debut, the Czech team reaches the finals.
  • PUMA Team Atletico Madrid wins the Spanish Football League and Cup titles.
  • PUMA celebrates the 2nd Street Soccer Cup Final in London, England, with a record-breaking 28 countries participating.
1997
  • PUMA’s new Italian subsidiary starts operations. PUMA’s first joint venture is established in Chile.
  • PUMA achieves the fourth consecutive record result in operations.
  • The US film and production company „Monarchy/Recency Enterprises“ acquires shares from "Proventus AB" and increases its shareholding to 25 %. Thus, it becomes PUMA’s new majority shareholder.
  • Phase II of PUMA’s long-term development plan starts. Its aim is to reposition the brand through investment in marketing and product development.
  • PUMA Cell Football: the first football shoe to feature cushioning technology without featuring a midsole is unveiled.
1998
  • As the first sports brand PUMA merges sports and fashion and starts a cooperation with designer Jil Sander. PUMA and Jil Sander jointly launch a footwear collection.
  • PUMA becomes Sponsor of Serena Williams as well as the official Corel WTA Tour Sponsor.
  • In the entertainment field, PUMA successfully places products in Hollywood movies such as “City of Angels” and signs music sensation “KORN”.
  • In the World Cup, PUMA boots appear on the feet of 23% of the players that make an appearance.
  • PUMA partners up with North Carolina super basketball talent Vince Carter who will soon go on to join Toronto Raptors in the NBA draft.
1999
  • PUMA acquires its licensee PUMA UK from Dunlop Slazenger and turns it into a wholly owned subsidiary.
  • PUMA signs boxing star Oscar De La Hoya and the French striker Nicolas Anelka who becomes the world’s second most expensive football player.
  • Colin Jackson wins 60m hurdles in the IAAF World Championships held in Maebishi, Japan. Jamie Baulch wins the same title for his performance in the 400m event.
  • Four PUMA track and field stars take the title of World Champion in the IAAF World Championships Sevilla, Spain: Colin Jackson (110m hurdles), Wilson Kipketer, Denmark (800m), Christopher Kosgei, Kenya (3000m steeplechase), Tsiamita Paraskevi, Greece (triple jump), and Noah Ngeny, Kenya, break the world record for the 1000m in 2:11.96.
  • American boxer and PUMA athlete Oscar De La Hoya defeats Oba Carr and Ike Quartey and adds two more victories to his professional record.
  • With the support of LogoAthletic, PUMA returns to American Team Sports and becomes the official on-field supplier of the U.S. National Football League (NFL). PUMA also outfits nine teams of the National Basketball Association (NBA).
  • PUMA opens its first retail Concept Store in Santa Monica, California.
  • Serena Williams wins her first Grand Slam tournament, the U.S. Open, by beating Martina Hingis.
  • PUMA team S.S. Lazio wins the last UEFA European Cup Winners Cup in Birmingham and later clinch the European Super Cup by beating Manchester United in Monaco.
  • PUMA basketball star Vince Carter is named NBA “Rookie of the Year”.
2000
  • Christy Turlington and PUMA jointly launch the Nuala yoga-inspired collection. Nuala instantly attracts high-end retailers, bringing PUMA to the forefront of women’s active wear.
  • PUMA goes Platinum! Platinum marks PUMA’s first foray into Sport-Fashion wear.
  • PUMA enters a partnership with Porsche and Sparco to produce fireproof footwear for racecar fans.
  • PUMA launches www.puma.com, featuring regional e-commerce, one of only a handful of Internet sites to become profitable within its first year of operations.
  • PUMA triumphs in Italy as statement team S.S. Lazio wins a league and cup treble (Seria A, the Italian Cup and the Italian SuperCup).
  • In football, PUMA sponsored Cameroon goes on to win the African Cup of Nations in a dramatic fashion beating Nigeria on penalties in Lagos. Six months later, they win their country’s first ever Olympic Gold medal in Sydney.
  • Two PUMA athletes win Gold at the Sydney Olympic Games - Greek sprinter Konstantinos Kenteris (200m) and Kenyan mid-distance specialist Noah Ngeny (1500m).

2001
  • PUMA continues to strengthen its arsenal of partnerships by teaming with Jordan Grand Prix to enter the world of Motor Racing.
  • PUMA announces the acquisition of Scandinavia’s Tretorn Group. The acquisition enables PUMA to gain a stronger foothold in the Scandinavian market and allow the company to regain its own distribution rights in that area.
  • PUMA launches an international cooperative line of footwear by Japanese designer, Yasuhiro Mihara, which blends the look of sport and fashion.
  • After receiving a warm reception in Santa Monica, PUMA opens its second US concept store in San Francisco followed by the third by the end of the year in New York City.
  • PUMA unveils its 2002 World Cup Football advertising campaign featuring Cameroon’s National team.
  • Serena Williams advances to the U.S. Open semi finals to participate in an “All-Williams” final.
  • Greece’s sprinter Konstantinos Kenteris continues to dominate the 200m and secures another Gold medal at the Edmonton World Championships.
  • PUMA statement player, El Hadji Diouf (Senegal), is named “African Footballer of the Year”.
  • PUMA signs Travis Pastrana, world champion motorcross racer, respected for his mastery of three different motorcross disciplines: freestyle, supercross and outdoor.
2002
  • Concept retail stores open in London, Rome, Tokyo, Milan, Boston, Frankfurt, Seattle and Melbourne.
  • www.puma.com launches local sites in German, French, Korean, Japanese, and Czech.
  • The new Cellerator football boot, Shudoh, launches. PUMA hosts Shudoh Sushi parties in sushi bars across the world.
  • Cameroon wins the African Cup of Nations wearing PUMA’s revolutionary sleeveless jersey.
  • PUMA and Serena Williams unveil the 2002 Serena Williams Tennis Collection debuting exciting new outfits consisting of apparel and tennis shoes in chic fashion-driven colors.
  • Serena Williams wins the French Open wearing a sleeveless tennis dress in support of the Cameroon Football Team at the World Cup.
  • Serena Williams wins Wimbledon and attains, for the first time, a number one ranking.
  • Serena Williams wins the U.S. Open wearing a black PUMA catsuit.
  • PUMA launches 96 hours, a calculated system of clothing and footwear for the business nomad during the expanse of the average business trip.
  • Motorcross athlete Travis Pastrana takes the Gold medal at the Gravity Games by completing seven backflips.
  • PUMA’s Nuala collection launchs the Christy bag, a limited edition yoga mat bag with designer Marc Jacobs.
  • PUMA debuts limited edition Top Winner Thrift, 510 pairs of one-of-a-kind shoes created from vintage clothing.
  • PUMA signs agreements with both the Jamaican Olympic Federation and the Jamaican Athletics Association.
  • France’s Robert Pires is named Footballer of the Year in England after an incredible season with Arsenal. Midfielder Pires scores nine goals and leads the Premier League in assists as he helps Arsenal secure “the double.”
  • PUMA signs Italy’s number one Gianluigi Buffon, the world’s most expensive goalkeeper, as he transfers from Parma to Juventus.
  • At the Korea/Japan World Cup, PUMA player El Hadji Diouf is selected for the FIFA World Cup All Star Team and Korea’s Jung Hwan Ahn tantalizes a whole world by eliminating Italy with a “Golden Goal” to secure a place for the host country in the semi-finals.
  • Spain’s Chema Martinez (10.000m), Denmark’s Wilson Kipketer (800m) and Greece’s Konstantinos Kenteris (200m) all win Gold at the European Championships in Munich.
  • PUMA announces a four-year contract with the Italian National football team.
  • 2002 marked the beginning of PUMA’s Phase III growth plan. Phase III aims to further explore the potential of the brand by generating desirable and profitable growth.
2003
  • The Jamaican sponsorship comes to life on TV and in print with the spring brand campaign, which features PUMA’s H. Street Sportlifestyle shoe.
  • PUMA signs on as the official supplier of apparel and footwear to the FIA World Rally Championship, WRC.
  • PUMA establishes “PUMA Japan K.K.” as a subsidiary, taking Japanese Footwear & Accessories business from its former licensee.
  • PUMA’s majority shareholder Monarchy/Regency sells its shareholdings in PUMA to a broad base of institutional investors in a successful transaction. Since its foundation in 1948 it is the first time that PUMA AG operates without a majority shareholder.
  • PUMA launches Paintura Pitch through the partnerships of artisan groups Stoique and Scrawl Collective produce exclusive, one-of-a-kind footballs and jerseys.
  • PUMA launches 4some, a new European cross training event for women that consists of teams of four women who compete over four events – 2km cross country run, 4 x 50m swim relay, 4km mountain biking and football 4 aside.
  • Shanghai Tang becomes a PUMA partner for the creation of “Shudoh Tang” in support of the Women’s World Cup.
  • Extreme athlete Travis Pastrana furthers his string of wins by taking the Gold at the X-Games.
  • PUMA announces a partnership with Neil Barrett to span sport, lifestyle and fashion categories.
  • Fashion photographer, Juergen Teller, shoots the Autumn 2003 brand campaign “Hello”.
  • Concept stores are opened in Sydney, Amsterdam, Osaka, Philadelphia, Las Vegas and Stockholm.
  • PUMA and BMW WilliamsF1 Team sign a multi-year contract and PUMA becomes the official supplier of footwear, teamwear and fireproof racewear to the BMW WilliamsF1 Team.
  • PUMA presents a TV advertising campaign to support the launch of the new Cameroon football kit for the 2004 African Cup of Nations. The ad airs on Eurosport and MTV.
2004
  • PUMA announces a collaborative partnership with world-renowned designer, Philippe Starck. The revolutionary footwear collection by PUMA and Philippe Starck launches in Autumn 2004.
  • PUMA AG and the Mild Seven Renault F1 Team sign a multi-year contract. PUMA AG will become the official supplier of teamwear, team footwear, including pit crew, and fitness clothing to the Mild Seven Renault F1 Team.
  • PUMA introduces the revolutionary All-In-One ‘UniQT’ for the Cameroon football team at the 2004 African Cup of Nations. The new ‘UniQT’ is the successor of the groundbreaking PUMA sleeveless shirt worn by the Cameroon team in the 2002 African Cup of Nations.
  • PUMA and designer Neil Barrett present the new 2004 Italian National Team kit. Named creative director of PUMA’s Italia Collection in 2003, Neil Barrett provided the creative vision of the new playing kit and personally designed the official formalwear for the team.
  • As the official supplier to the Jamaican Olympic Association (JOA) and the Jamaican Amateur Athletics Association (JAAA) PUMA in the year of the Olympic Games launches a global campaign celebrating the Jamaican team. At the Olympic Games in Athens Jamaica’s women relay teams win Bronze for the 4x400m and Gold for the 4x100m relay.
  • PUMA and Ferrari Spa announce that they have signed a multi-year contract, which becomes effective on January 1st 2005. PUMA AG becomes the official licensee of replica and fan merchandise as well as supplier of Scuderia Ferrari Marlboro, the most successful Formula 1 team of all times. Therefore, in addition to fireproof racing products, PUMA supplies the team with teamwear, team footwear, as well as accessories. An important part of the contract is the official merchandising collection of Ferrari.
  • PUMA becomes the official supplier of racing shoes to Michael Schumacher. The multiple F1 champion start to wear PUMA fireproof racing footwear at the Grand Prix of China in Shanghai.
2005
  • PUMA announces the signing of the Swedish Athletic Association. The agreement commences on January 1, 2005 and names PUMA the official apparel supplier for the national team at all major events.
  • PUMA adds the Hamburger Sportverein to its portfolio of Bundesliga clubs. From summer 2005 onwards PUMA is the official supplier of the HSV.
  • PUMA announces a new partnership with football legend Pelé. A brand initiative will position Pelé as the brand's football ambassador while PUMA's active players promote the brand's technical football range on the pitch.
  • “Mayfair Vermögensverwaltungsgesellschaft mbH” acquires a total of 16.91% shareholding in PUMA AG Rudolf Dassler Sport.
  • PUMA and the Moroccan Athletic Association sign a long-term contract. The team apparel agreement commences with the athletics world championships in Helsinki beginning on August 6th 2005. Also through this agreement, PUMA becomes closely involved in the development of Morocco’s young athlete training programs.
  • PUMA is informed by “Mayfair Vermögensverwaltungsgesellschaft mbh” and “Beteiligungsfondsgesellschaft I mbH” that on September 6, 2005 the share of voting rights of “Mayfair Vermögensverwaltungsgesellschaft mbH” and “Beteiligungsfondsgesellschaft I mbH” has passed the threshold of 25%. With 4,256,085 shares, Mayfair now holds a total of 25.27% in PUMA AG Rudolf Dassler Sport.
2006
  • PUMA launches Phase IV of its long-term oriented business plan. In Phase IV, “Company Expansion”, PUMA has the long-term mission of becoming the most desirable Sportlifestyle company. To achieve this goal, PUMA will adhere to a clear set of guiding principles: Desirability, Sustainability, Product Lifecycle Management, Corporate Values, Organizational Excellence and Value Creation. With these principles, among others, PUMA will drive Phase IV and focus on three areas: Category Expansion, Regional Expansion and Non-PUMA Brand Expansion. In addition, a significantly higher distribution of funds to shareholders can be expected.
  • To kick-off Phase IV PUMA starts majority owned Joint Ventures together with former license partners in Japan (apparel business), China/Hong Kong, Taiwan and Argentina and Turkey and founds fully owned subsidiaries in India and Dubai for the Middle East region, all of which were operational as of 1st of January 2006.
  • PUMA unveils its new 2006 football statement concept, the v1.06, at the 2006 African Cup of Nations? in Egypt. Designed to get the players to the ball faster, the state of the art v1.06 playing kit introduces a revolutionary lightweight proposition with a focus on aerodynamic advantages and comfort. The v1.06 shirt utilizes a brand new tear resistant fabric developed in collaboration with Manchester Metropolitan University. The resulting kit, federation badges included, weighs a mere 100g while providing optimal moisture wicking and evaporation demanded by top flight players.
  • In March, PUMA launches its new Golf collection. PUMA Golf offers performance footwear, apparel and accessories and select lifestyle pieces for men and women that enhance game and style. The PUMA Golf Collection worn by Geoff Ogilvy lands at select retailers and PUMA Concept Stores worldwide.
  • PUMA and the charity campaign “United for Africa” announce the start of their joint partnership in April which, using innovative promotions, will generate donations and raise international awareness for the African continent. With this cooperation, PUMA once again marks its long term involvement in Africa.
  • PUMA is with twelve teams the dominant kit supplier at the World Cup in Germany: Italy, Czech Republic, Poland, Switzerland, Paraguay, Saudi Arabia, Iran, as well as the five African teams Ghana, Angola, Togo, Ivory Coast, and Tunisia. PUMA has gained brand visibility throughout 56% of the tournament, making PUMA the most prominent brand in terms of visibility.
  • For the first time in company history, a PUMA sponsored national team wins the Word Cup championship: The SQUADRA AZZURRA from Italy wins against France 5:3 after penalty shots on the 9th of July in Berlin and is World Cup champion for the fourth time in the history of Italy.
  • PUMA is for the first time one of the main sponsors of the Athletic European Championships in Göteborg and outfits a total of 3000 volunteers during the EURO 2006 week. With the sponsorship strengthens PUMAs position in the category “Running”. PUMA has launches a special EURO 2006 collection in the Swedish national colours.
  • PUMA teams up with celebrity trainer Karsten Schellenberg and actor Clemens Schick for the Transalpine Challenge 2006. PUMA chooses this extraordinary backdrop to demonstrate its point of difference in Running
  • As of September 18th PUMA is listed in the Dow Jones Sustainability Index. The S.A.F.E. concept is a specific tool PUMA developed to continuously improve social and environmental standards
  • PUMA announces collaboration with world renowned Dutch designer Marcel Wanders. The Marcel Wanders PUMA collection is unveiled during Tokyo Design Week and in New York and Amsterdam in November. The collection is available globally in all PUMA Stores and select retail partners in Spring 2007.
  • With the opening of a new store in Manhattan’s Union Square PUMA introduces the launch of the new PUMA store design. The idea behind the new store design features a Ship Container concept where all of the fixture elements are positioned in the space by being mounted on the walls, laid on the floor or suspended from the ceiling. This new design concept promotes the PUMA-experience in the stores and thereby increases the brand desirability.
  • PUMA and Ducati announce a new cooperation: in search of a suitable partner to further develop PUMA Moto, PUMA has teamed up with Ducati, the world’s premier motorcycle manufacturer and one of the top Moto GP teams, to raise sustainable equity and credibility in the greater motorsport market. PUMA will be the footwear official supplier of the Ducati Corse racing teams as of 2007. In a licensing agreement with Ducati Motor Holding, the two companies will create and market co-branded products starting in 2007.
  • PUMA forms an alliance with the American photographer David LaChapelle and supports the LaChapelle section of the "Men, War, & Peace" exhibition at the Helmut Newton Foundation in Berlin.
  • PUMA and the Cameroon Football Association (FECAFOOT) have announced a long-term extension to their partnership initiated back in 1997. The announcement of the long-term partnership with the Cameroon Football Association underlines PUMA’s commitment to support African football.
2007
  • PUMA announces the signing of professional golfer, Hideto Tanihara. Starting in 2007, PUMA becomes the official supplier of all Tanihara’s golf footwear and apparel.
  • PUMA and Club Brugge K.V. today mutually announced a long-term partnership coming into effect on July 1, 2007. As of the 2007/2008 season, Club Brugge will become the face of the sportlifestyle brand in Belgium. The Club joins a strong portfolio of teams currently endorsed by PUMA including Tottenham Hotspur, VfB Stuttgart, AS Monaco, Girondins de Bordeaux, Sporting Club de Portugal, reigning World Champions Italy, Czech Republic, African Champions Egypt as well as African powerhouses Cameroon and Ivory Coast.
  • PUMA and the Moroccan Royal Football Federation – Fédération Royale Marocaine de Football announce a long-term partnership that will make PUMA the official supplier to the Moroccan national team. The agreement further solidifies PUMA’s strong brand identity with the excitement and passion of African football.
  • As of the 2007 race season, the sportlifestyle company will become the official supplier of all four Red Bull Motorsport teams: Red Bull Racing, Scuderia Torro Rosso, Red Bull Nascar and Red Bull Air Race. With this new partnership, PUMA will strengthen its position in the motor sport category.
  • PUMA and the Italian Football Association have announced the continuation of their successful partnership beyond the 2014 World Cup and therewith reconfirm the contract signed in 2003 and renewed in November 2005.
  • PUMA announces that it will enter the Volvo Ocean Race 2008-09 with its own boat. In addition, PUMA will be the official supplier and the official licensee of replica merchandise for the world’s premier offshore ocean race. The race, known as the “Everest of sailing”, will begin in October 2008 in Alicante, Spain and will end in June 2009 in the Baltic. By joining the race, PUMA has entered a new premium category and is the first Sportlifestyle company to participate in a venture of this kind.
  • Global sportslifestyle brand PUMA has further increased its African footprint with the signing of a sponsorship deal with the Namibian Football Association. Namibia’s national team, the Brave Warriors, will be supplied with PUMA’s latest v-Series technical apparel and footwear for the next several years through the 2010 World CupTM in South Africa.
  • The Board of Management of the Sportlifestyle company PUMA AG Rudolf Dassler Sport has announced today in approval with the Supervisory Board to execute a cancellation of its own shares. The share capital will be reduced by 3,251,200.00 EUR (representing 1,270,000 shares or approximately 7.4% of the previous share capital) from 44,118,307.84 EUR to 40,867,107.84 EUR.
  • PUMA’s Board of Management has been informed that Mayfair “Beteiligungsfondsgesellschaft I mbH”, Hamburg, has today sold its stake in PUMA representing approximately 25.14 % (corresponding to 27.14 % after the cancellation of treasury stock resolved on April 5th 2007 takes effect) to SAPARDIS S.A., a nearly 100% subsidiary of PPR S.A., Paris, for the price of EUR 330 per share and that SAPARDIS will also submit a voluntary public take-over offer to the other shareholders of PUMA for the same price of EUR 330 per share.
  • The Sportlifestyle company PUMA announces that it will serve the South Korean market directly through its 100% subsidiary PUMA Korea, effective January 1, 2008.
  • SAPARDIS S.A., a nearly 100% subsidiary of the French luxury goods company PPR S.A. owns a total of 62,1% of all PUMA votes after the closure of the takeover offer (July, 11). Therefore, a significant number of PUMA shareholders followed the recommendation of the Board of Management to accept the offer price per share of EUR 330 and to sell their PUMA shares.
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