PUMA SE

What does PUMA own?
PUMA SE owns the PUMA brand and operates a portfolio of athletic footwear, apparel, and accessories sold in more than 120 countries. The company's products span performance sports categories including running, football, training, basketball, and motorsport, as well as lifestyle and fashion categories. PUMA does not own other sportswear brands and operates exclusively under the PUMA name. The company also holds sponsorship partnerships with football clubs, national teams, and individual athletes.

Is PUMA publicly traded?
Yes, PUMA SE is listed on the Frankfurt Stock Exchange under ticker PUM. The company has been publicly listed since 1986. Kering SA, the French luxury goods group, is PUMA's largest shareholder, holding approximately 86% of PUMA's share capital. Kering has announced plans to reduce its stake by distributing PUMA shares to Kering's own shareholders, which would increase PUMA's free float.

Who founded PUMA?
PUMA was founded by Rudolf Dassler in 1948 in Herzogenaurach, Germany. Rudolf and his brother Adolf Dassler had previously operated the Dassler Brothers Shoe Factory together since 1924, but a personal dispute led to the dissolution of their partnership. Rudolf Dassler died in 1974 and was succeeded by his son Armin Dassler.

Where is PUMA headquartered?
PUMA is headquartered in Herzogenaurach, Bavaria, Germany, where the company was founded in 1948. The Herzogenaurach headquarters houses PUMA's global design, product development, and corporate functions. Notably, Adidas is also headquartered in Herzogenaurach, reflecting the shared origins of the two companies. PUMA does not own manufacturing facilities.

How many brands does PUMA own?
PUMA operates as a single-brand company. All products are sold under the PUMA name, with sub-brands and collections serving as product identifiers. The company does not own other sportswear brands. PUMA's portfolio includes performance sports products, lifestyle products, and limited-edition collaboration collections with fashion designers and celebrities.

Who owns PUMA?
PUMA SE is publicly listed on the Frankfurt Stock Exchange, but Kering SA, the French luxury goods group, holds approximately 86% of PUMA's share capital, making it the controlling shareholder. Kering has announced plans to reduce its stake by distributing PUMA shares to Kering's own shareholders as a dividend in kind. Following this distribution, PUMA's free float would increase significantly. The remaining shares are held by institutional investors and public shareholders.

The origins of PUMA trace to the Dassler Brothers Shoe Factory, founded by Adolf Dassler and Rudolf Dassler in Herzogenaurach, Germany in 1924. The brothers built a successful athletic shoe business, with their products worn by athletes at the 1936 Berlin Olympics. However, a personal dispute between the brothers during World War II led to the dissolution of their partnership.

In 1948, Rudolf Dassler founded PUMA Schuhfabrik Rudolf Dassler in Herzogenaurach. In the same year, his brother Adolf founded Adidas across town. The two companies became fierce rivals, and their competition shaped the global sportswear industry for decades. The rivalry between the Dassler brothers divided the town of Herzogenaurach, with residents and workers aligning with one company or the other.

PUMA established itself as a significant athletic footwear brand through the 1950s and 1960s, with products worn by prominent athletes in football, athletics, and other sports. The company's football boots were worn by Pele during the 1970 FIFA World Cup, in a moment that became one of the most famous product placements in sports history when Pele requested a pause in play to tie his PUMA boots before the opening kickoff.

Rudolf Dassler died in 1974, and his son Armin Dassler took over the company. PUMA went public in 1986, listing on the Frankfurt Stock Exchange. The company faced financial difficulties in the late 1980s and early 1990s as it struggled to compete with Nike and Adidas, which had significantly larger marketing budgets and distribution networks.

In 1993, PUMA appointed Jochen Zeitz as CEO, making him at 30 the youngest CEO of a company listed on the Frankfurt Stock Exchange. Under Zeitz's leadership, PUMA underwent a significant transformation, repositioning the brand from a pure performance sports brand toward a lifestyle and fashion brand with athletic roots. This repositioning, combined with high-profile collaborations with fashion designers and celebrities, drove a decade of strong revenue growth.

In 2007, French luxury group PPR (later renamed Kering) acquired a majority stake in PUMA for approximately 5.3 billion euros, giving PUMA access to Kering's retail expertise and financial resources. Kering subsequently increased its stake to approximately 86%.

In 2013, Jochen Zeitz stepped down as CEO after 20 years, and Franz Koch was appointed as his successor. Bjorn Gulden, who had previously been CEO of Pandora, was appointed CEO of PUMA in 2013 and led the company through a period of brand revitalization and revenue growth. Gulden left PUMA in 2022 to become CEO of Adidas. Arne Freundt was appointed as CEO of PUMA in 2022.

In 2025, Kering announced plans to distribute part of its PUMA shares to Kering's own shareholders as a dividend in kind, which would reduce Kering's stake in PUMA and increase the company's free float. PUMA welcomed the announcement, noting that a higher free float would enhance the attractiveness of PUMA's shares to institutional investors.

PUMA has implemented comprehensive sustainability and ethics initiatives focused on environmental responsibility, supply chain ethics, and social responsibility in the sportswear industry. The company operates with science-based targets for emissions reduction and maintains strict ethical standards across its global operations.

Environmental sustainability is a core focus for PUMA, with the company committing to science-based targets for greenhouse gas emissions reduction across its operations and supply chain. PUMA utilizes sustainable materials including recycled polyester, organic cotton, and innovative bio-based materials in its products. The company has implemented water conservation programs and waste reduction initiatives in manufacturing facilities.

In supply chain ethics, PUMA maintains strict supplier codes of conduct and participates in industry initiatives like the Sustainable Apparel Coalition to improve factory conditions and environmental standards. The company conducts regular audits of its manufacturing partners and provides training on environmental and labor practices. PUMA has been transparent about supply chain challenges and works continuously to improve conditions in factories across Vietnam, China, Bangladesh, and other manufacturing locations.

PUMA promotes circular economy principles through product design that facilitates recycling and end-of-life management. The company has developed take-back programs for used footwear and apparel, working with recycling partners to recover materials for use in new products. PUMA's design teams incorporate recyclability considerations into product development processes.

The company maintains strong social responsibility programs, including community sports initiatives and youth development programs. PUMA supports sports education and access to athletic facilities in underserved communities, reflecting its commitment to using sports as a tool for positive social impact.

PUMA has received significant recognition for its innovative product design, sustainability initiatives, and contributions to sports culture and fashion.

• Red Dot Design Awards (2015-2025): Multiple awards for product design excellence in footwear and apparel, particularly recognizing innovative sneaker designs and performance footwear innovations.
• ISPO Brand Awards (2018-2025): Recognition for sustainability and innovation in sportswear, highlighting PUMA's environmental initiatives and product development achievements.
• German Design Award (2019-2025): Multiple awards for product design excellence, particularly for lifestyle sneaker collections and performance footwear innovations.
• Fast Company Most Innovative Companies (2014-2025): Consistent inclusion for innovation in sportswear design and sustainability practices in the athletic apparel industry.
• Fashion Awards (Multiple years): Recognition for fashion-forward collaborations and contributions to athleisure and sports-inspired fashion trends.
• Sports Business Awards (2020-2025): Awards for marketing excellence and sports sponsorship effectiveness, particularly for football and motorsport partnerships.
• Sustainability Leadership Awards (2021-2025): Recognition for environmental initiatives and supply chain sustainability practices in the apparel industry.

PUMA has faced criticism regarding labor conditions in its global supply chain. The company sources products from factories in Vietnam, China, Bangladesh, and other countries where labor standards have been subjects of advocacy campaigns. PUMA has published supplier codes of conduct and participates in industry initiatives to improve factory conditions.

The company has also faced scrutiny regarding the environmental impact of its products and manufacturing processes. PUMA has published sustainability commitments targeting reductions in greenhouse gas emissions, water usage, and plastic waste across its supply chain.

PUMA's historical connection to the Dassler family and the founding of both PUMA and Adidas in the same town has been the subject of books, documentaries, and cultural interest. The rivalry between the two companies and the division it created in Herzogenaurach has been documented extensively.