Who Owns Puma?

Puma's origin story is one of the most dramatic in business history. Brothers Adolf "Adi" Dassler and Rudolf "Rudi" Dassler ran a shoe company together in Herzogenaurach, Germany, called Gebruder Dassler Schuhfabrik (Dassler Brothers Shoe Factory), founded in 1924. The brothers had a bitter falling out during World War II, reportedly stemming from personal and political disagreements. In 1948, the brothers split the company, with Adi founding Adidas and Rudolf founding Puma. Both companies established their headquarters in Herzogenaurach, creating a fierce rivalry that divided the small Bavarian town for decades.

Rudolf Dassler registered Puma Schuhfabrik Rudolf Dassler on October 1, 1948, initially producing football boots and athletic shoes. The company quickly established itself in the sporting goods market, competing directly with Adidas. Puma gained international recognition when several athletes wore Puma shoes at the 1952 Helsinki Olympics, establishing the brand's credibility in competitive sports.

Puma's most iconic moment came at the 1970 FIFA World Cup in Mexico, when Brazilian legend Pelé wore Puma King football boots during the tournament. The story goes that Pelé asked the referee to delay the kickoff of the World Cup final so television cameras could capture him tying his Puma boots, generating enormous global publicity for the brand. This moment established Puma as a serious competitor to Adidas in football and helped build the brand's global recognition.

Throughout the 1970s and 1980s, Puma expanded into tennis, track and field, and motorsport. The brand's association with Usain Bolt, who wore Puma spikes during his record-breaking sprints at the 2008 and 2012 Olympics, cemented Puma's position in athletics. Puma also established a strong presence in Formula 1 through partnerships with Ferrari, Mercedes, and Red Bull Racing, becoming the official apparel supplier for these teams.

In 2007, French luxury group Kering (then known as PPR) acquired a majority stake in Puma, bringing the sportswear brand into a portfolio that included Gucci and other luxury brands. Under Kering's ownership, Puma repositioned itself as a lifestyle and fashion-forward sportswear brand, collaborating with designers like Rihanna (Fenty x Puma) and celebrities to appeal to younger, style-conscious consumers. In 2023, Kering distributed most of its Puma shares to its own shareholders, effectively making Puma independent again while the Pinault family retained a significant minority stake. This transition allowed Puma to refocus on its core athletic heritage while maintaining its lifestyle and fashion positioning.