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Thread: PUMA’s History - An Overview

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    History of PUMA - An Overview

    1924 to 1948: The road that led to the PUMA shoe factory owned by Rudolf Dassler

    1924- Brothers Rudolf and Adolf Dassler found the company “Gebrüder Dassler Schuhfabrik” [Dassler Brothers Shoe Factory] in Herzogenaurach, Germany.

    1936- Jesse Owens wins four gold medals at the Olympic Games wearing the Dassler shoes. Overall, numerous world class athletes sporting Dassler shoes win seven gold and five bronze medals as well as breaking two world and five Olympic records.

    1948- Rudolf Dassler founds PUMA Schuhfabrik Rudolf Dassler [Rudolf Dassler shoe factory]. It is officially registered on October 1, 1948. The same year, PUMA’s first football boot, the “ATOM”, is launched on the market.

    The 1950s: Sports Achievements

    Shortly after the company is founded, Rudolf Dassler successfully develops a football boot with screw-in studs, in collaboration with experts, such as Sepp Herberger. The launch of the “SUPER ATOM,” the world’s first screw-in boot, which Dassler launches in 1952, marks the beginning of a long-term and highly successful relationship between PUMA and football. In May 1954, the German premier league team Hannover 96 wins the league and are crowned champions in the final game against FC Kaiserslautern. The majority of the players is wearing the enhanced version of the boot, called “BRASIL.” PUMA is also successful in track and field: 1954 - Heinz Fütterer breaks the world record in the 100 meters in Japan, wearing PUMA running shoes. 1958 - PUMA introduces its trademark logo, the unmistakable PUMA form strip. In the same year, at the Football World Cup in Sweden, the PUMA boot is worn by players on both teams and is the only German-made football boot in the final.

    The 1960s: Revolutionary Technologies

    1960 – PUMA partner Armin Hary continues the company's success story in track and field and wins gold in the 100 meters at the Olympic Games in Rome. 1968 - The “MEXICO 1968” running shoe amazes with its innovative brush soles – 68 small, only 4 mm long bristles in the front area of the foot: Numerous American athletes,who wear the shoe, set new world records just a few weeks prior to the games in Mexico. However, according to the association, the shoe is “too dangerous” and consequently banned. The athletes are deprived of the world records. Nonetheless, PUMA athlete Tommie Smith wins gold in the 200 meters and causes a stir: He and his team colleague John Carlos (bronze) raise their fists in the Black Power salute, protesting against discrimination ofAfrican Americans and other minorities in the USA, Apartheid and racism. In the meantime, PUMA makes more history in football. The world class football players Eusébio and Pélé are equipped with PUMA boots and PUMA develops the legendary “PUMA KING” football boot.

    The 1970’s: Passion for sports

    During the World Cup in Mexico in 1970, the “Player of the Tournament,” Pélé leads Brazil to win the title wearing “PUMA KING.” Four years later, Johan Cruyff shows his loyalty towards his sponsor by tearing off the third stripe of his shirt, is named the “Player of the Tournament” and “European Player of the Year” for the second time in a row. Even in tennis PUMA has established a reputation: 1977 - The Argentinean Guillermo Vilas wins the French, US and Australian Open.

    The 1980’s: Dynamics and Top Performances

    The 80’s are dominated by the tennis boom, triggered by Boris Becker and his spectacular victory in Wimbledon in 1985. As the youngest, first unseeded and German player, he wins the tournament, wearing PUMA shoes and sporting a PUMA racket. From 1984 to 1987, PUMA also has Martina Navratilova under contract, one of the most successful players in tennis history. In the world of football, one player was making the headlines: Diego Armando Maradona sports PUMA boots during his first World Cup appearance in 1982 and went down in history with the “Hand of God” goal at the World Cup 1986.

    The 1990’s: Pastures New

    In 1990, PUMA KING player Lothar Matthäus is crowned World Cup Champion with the German National Team in Italy. The team captain is also named “European Player of the Year,” “World Cup Footballer,” “World Athlete” and “ARD Top Goal Scorer of the Year.” In 1993, top athletes Heike Drechsler, Merlene Ottey, Linford Christie and Colin Jackson win gold medals in track and field at the World Championship in Stuttgart. At the Olympic Games 1996 PUMA causes a stir with a creative contact lens campaign. PUMA is the first sports brand to combine sports with fashion as it enters into a collaborative agreement with fashion designer Jil Sander in 1998.

    2000 - 2009: Moving forward with Sportlifestlye

    In the 21st century, PUMA has constantly set new trends and expanded its brand in the most spectacular ways: As a professional equipment supplier in motorsports (Ferrari, Renault), through cooperation agreements in design and fashion (e.g. Yasuhiro Mihara), with sensational football shirts for the Cameroon national football team (sleeveless and one piece), as the supplier of the Jamaican track and field team, as the sponsor of the 2006 World Cup Champions (Italy) and as a supplier of golf fashion. In 2008, PUMA sets sails for the first time by entering its own sailing yacht into the Volvo Ocean Race, one of the longest and hardest sailing races in the world and finishes the race in second place. At the 2009 World Championships in Athletics, PUMA again writes sport history: sprint hero Usain Bolt smashes the 100m and 200m world records.

    2010: Africa at the Centre of the Football World

    The year 2010 is marked by the Football World Cup in Africa, PUMA’s home-away-from-home, and a milestone in motorsport. PUMA successfully kicks off the World Cup year at the Africa Cup in Angola with Egypt’s Pharaohs winning the Cup of Nations for the third successive time. At the FIFA World Cup 2010 in South Africa PUMA sponsors seven football federations, including the African Teams Ghana, Cameroon, Ivory Coast and Algeria, alongside Italy, Switzerland and Uruguay. In November Sebastian Vettel of PUMA supplied Red Bull Racing becomes the youngest-ever Formula One champion at the age of 23 and is voted “German-” as well as “European Sports Man Of The Year 2010”.
    Last edited by mahima; 03-31-2012 at 08:56 PM.













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    PUMA already started to gear up for the Football World Cup in South Africa in 2010 – the first sport event of the magnitude of a Football World Cup on African soil. In the world of football, PUMA is synonymous with Africa. This is the result of over ten years of our continued investment to further boost the image of the African game.

    To manifest our commitment to Africa, we have even gone as far as alternating our PUMA Number One Logo for the first time in the company’s history, replacing the iconic PUMA cat with the African continent in advertising and in-store materials. The PUMA Africa logo will be exclusively used during the World Cup for print ads, instore materials and some product styles.

    The new logo was launched with the African Cup of Nations in January, which was our warm up in the football year 2010. Ten PUMA teams out of a total of 16 participated in the tournament in Angola. The players of Angola, Burkina Faso, Cameroon, Togo, Tunisia, Mozambique, Algeria, Egypt, Ghana and Ivory Coast all sported the leaping cat on their jerseys. For the first time, PUMA was the Official Fan Supplier of the tournament and operated shopping areas outside the stadiums in Angola during the event. Egypt won the final of the African Cup of Nations for the third successive time today and seventh overall, beating PUMA-sponsored team Ghana 1-0.

    Seven national PUMA teams out of a total of 32 qualified for the football highlight of the year, which will kick off on June 11th in Johannesburg. Current World Champion Italy, Cameroon, Algeria, Ghana, Ivory Coast, Switzerland and Uruguay all passed the qualification stage and will be wearing the new PUMA v1.10 playing kits.

    PUMA has also partnered with artist Kehinde Wiley, the internationally acclaimed, half-Nigerian American-born painter, in order to create a series of four original artworks featuring Africa’s most prominent football players, Samuel Eto’o, John Mensah and Emmanuel Eboué. The four commissioned portraits will be used to build a limited edition collection of apparel that will be sold during the 2010 World Cup.

    Also taking PUMA forward to the World Cup was the launch of the new PUMA speed boot: the v1.10. This product was supported by the first in a series of LOVE = FOOTBALL creative executions.

    This past year saw many large marketing initiatives in the Teamsport division. PUMA launched a new boot to its King line: the PUMA King XL Italia. This boot was accompanied by a limited edition kit, ball, and gloves. The PUMA King XL Italia Collection coincided with the 80th anniversary of Vittorio Pozzo’s appointment as Italy’s first full-time national coach – the only coach to have won two World Cup™ titles and the creator of the tactical il Metodo formation. At the 2009 FIFA Confederations Cup™ in South Africa, Gli Azzurri wore this collection.

    In 2009, PUMA became an official partner of the United States’ Women’s Professional Soccer League. As an official partner of WPS, PUMA is the supplier of the league uniforms, training gear, on-field gear and equipment, including the official WPS Match Ball and fanwear such as tees, replica jerseys and accessories.

    The league’s inaugural season was supported by PUMA’s ‘Recognize Awesome’ campaign, featured in print, television, and web media. Also new to Teamsport marketing was the India Premier League (IPL) and the Irish Rugby Football Union (IRFU) League, both highlighted by extensive campaigns throughout their respective countries.

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    Senior Member Array mahima's Avatar
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    In 2009, PUMA wrote again sport history – as the sponsor of the Jamaican Track & Field Team at the World Athletics Championships in Berlin. Three-time Olympic gold medallist Usain Bolt broke the 100m world record with an amazing time of 9.58 seconds, when he blew away his own world record of 9.69 seconds set in last year’s Olympic Games in Beijing. The PUMA athlete manifested his reputation of a sprint superstar when he smashed his 200 meter world record of last year to become the World Champion in 19.19 seconds. With the Jamaican team coming in first in the 4x100 relay in 42.06 seconds, Bolt finished an amazing race week by adding another gold medal and World Championship title to his track record.

    The Theseus Pro sprint spike, dubbed the PUMA YAAM, propelled Bolt to victory. The shoe was developed by a team of PUMA designers and technicians who studied and measured his stride and foot form. With this information and ongoing track-testing, they created a custom-made sprint spike that best suited Usain’s unique body kinetics.

    Marketing support for Usain Bolt, Jamaica, and the PUMA Running category spanned the globe. For the World Championships, PUMA launched its ‘Who Faster?’ campaign: an in-store, online, guerilla marketing blitz which featured Bolt and Jamaican patois phrases relating to the concepts of ‘fast’ and ‘fun.’ WhoFaster.com was created, with pages that taught viewers to dance, run, and speak Jamaican. One notable tactic included the debut of ‘Bolt Arms,’ yellow foam arms posed in Bolt’s infamous crossbow pose, which can be worn across one’s back. Bolt himself wore Bolt Arms to the World Championships press conference, kicking off a worldwide craze and much press attention.

    PUMA Running also sponsored smaller running events around the world. The PUMA Speed Trap was set up at various locations from Boston to Berlin, inviting people to test their speed against Bolt’s near impossible 27 miles per hour.

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    It has been a long but incredibly successful track - from the humble beginnings back in 1999 to the pole position of PUMA Motorsport today – one of the company’s most triumphant sport performance categories. To celebrate the diamond anniversary, PUMA launched the PUMA Motorsport 10th Anniversary collection of apparel, footwear and accessories that blend on-track technical performance with off-track fashion appeal.

    PUMA has been designing and creating footwear and apparel for the top Formula One racing drivers and most impressive MotoGP riders since the end of the last century. It all began when PUMA signed its first Formula One endorsement agreement with the Williams Team. Over the years, PUMA partnered with other key drivers and teams including Scuderia Ferrari, Red Bull Racing, BMW Sauber F1, Scuderia Toro Rosso, Benetton, Arrows, Prost, BAR-Honda, Renault F1, Sauber Petronas, Jordan Ford, Minardi F1, Panasonic Toyota and Jaguar Racing among others.

    In 2009 PUMA enjoyed another memorable season when five out of the ten teams competing in the Formula One 2009 Championships were endorsed by PUMA – Scuderia Ferrari, BMW Sauber F1, ING Renault F1, Red Bull Racing and Scuderia Toro Rosso. Red Bull Racing had its most successful season to date in Formula One, winning six races, securing 5 pole positions and finishing runner up in both the Constructors and the Drivers championship. Ferrari’s Kimi Raikkonen won the Belgian GP and the team finished the season in 4th position. Ducati claimed four MotoGP race victories in 2009 and secured a second place in the Constructors Championship and 4th in the Driver standing.

    Through relentless innovation and creativity, PUMA constantly improves the technological needs of the teams and drivers. These pure performance products have also transitioned into cult favourites in the lifestyle and fashion arenas.

    Last year, we introduced the Speedcat 2.9 which continues PUMA’s great tradition of Motorsport inspired Lifestyle footwear. Directly inspired by the original Speed Cat, but taking a flashier approach to the iconic motorsport shoe, PUMA revamped the hero kicking it up a notch with miles of style.

    In 2010 we enjoyed this feeling, when the PUMA-supplied Red Bull Racing driver Sebastian Vettel made history in Abu Dhabi by becoming the youngest driver in the history of Formula 1 to be crowned World Champion. In one of the tightest finishes in the sport’s history, Vettel held his nerve to claim the top spot and get the points he needed to secure the 2010 title. The Red Bull Racing driver was in imperious form as qualified in pole position, and fought off the challenges of his team mate Mark Webber and Ferrari’s Fernando Alonso, both PUMA supplied drivers, in addition to Lewis Hamilton of McLaren, who were all in contention for the title before the race in Abu Dhabi. 2010 was, without a doubt, one of PUMA’s most successful Motorsport seasons. In 73% of all Formula 1 races PUMA supplied teams were the first to cross the finish line and in 89% of all races, PUMA teams started from the pole position

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