Fragrance house

Puma

PUMA was founded in Herzogenaurach, Germany, by Rudolf Dassler after his separation from his brother Adolf. The PUMA brand was registered on October 1, 1948, and the company entered the commercial register on January 14, 1949. The Dassler brothers’ earlier company, established in Herzogenaurach in 1924, first made slippers and outdoor shoes before shifting toward track shoes and football boots. PUMA’s early identity centered on sports performance: the ATOM became its first football boot in 1950, the SUPER ATOM introduced screw-in studs in 1952, and the FORMSTRIP became a recurring trademark and design element from 1958. PUMA became publicly traded in 1986. After financial difficulty and a low-price image in the early 1990s, the company pursued a premium sport-lifestyle positioning under Jochen Zeitz, appointed in 1993. Its sport identity broadened through fashion and cultural collaborations, including Jil Sander’s 1998 KING and EASY RIDER lifestyle sneaker and the motorsport-linked SPEEDCAT. Rihanna joined as global ambassador for women’s training and Women’s Creative Director in 2015, followed by the return of basketball in 2018 under Creative Director Jay-Z. In 2021, PUMA launched SHE MOVES US, and June Ambrose curated the FUTROGRADE runway presentation in 2022.