Puma

Puma SE was founded in 1948 by Rudolf Dassler in Herzogenaurach, Germany, following a bitter personal split with his brother Adolf — who had just founded Adidas. Rudolf initially named his company Ruda (combining his own first and last names) before rebranding to Puma, inspired by the agility and speed of the big cat. The two brothers' factories sat on opposite sides of the Aurach River, dividing their small town into rival camps and creating one of the most famous rivalries in business and sports history.

Puma built its early reputation in track and field, supplying spikes to Olympic medalists. Its football boots were worn by legends including Pelé, who famously laced up Puma Kings before the 1970 World Cup final — a moment immortalized in sports history. In the 1970s, the suede Puma Clyde — designed for New York Knicks star Walt "Clyde" Frazier — became the first signature basketball shoe and remains a collector favorite to this day. The brand continued innovating through the decades with technologies like the Disc System laceless closure and the Trinomic cushioning platform.

In the modern era, Puma has transformed into a lifestyle and fashion force while maintaining its performance roots. The Suede Classic, RS-X, and Palermo silhouettes dominate streetwear, while collaborations with Rihanna's Fenty Puma, A$AP Rocky, Dua Lipa, and Ferrari have brought high-fashion credibility. In football, Puma continues to outfit top clubs and players including Neymar Jr., and its motorsport heritage — particularly with Scuderia Ferrari and Mercedes-AMG Petronas — remains unmatched. The brand's Forever Faster ethos drives its commitment to speed, both on the track and in cultural relevance.