PUMA – CANDIDATE WARNING
PUMA is no longer a strange name for shoe players. Capital is a multinational brand, based in Germany, specializing in the production of shoes and sports equipment. However, the history of PUMA is probably not well known by many people, so today, SNEAKER Vietnam will give you an overview of the process of formation and development of this brand.
In 1924, brothers Rudolf and Adolf Dassler founded the company “Gebrüder Dassler Schuhfabrik “(Dassler Brothers Shoe Factory) in Herzogenaurach, Germany. The company’s early successes were the fact that the majority of German athletes wore Dassler spikes at the 1928 Summer Olympics in Amsterdam. In 1936, Jesse Owens, an African-American track and long jumper, won four or gold chapters at the Olympics and used Dassler’s shoes. Rudolf Dassler founded PUMA Schuhfabrik Rudolf Dassler on October 1, 1948. The rights to business and property were split between two brothers.
In the same year, the first PUMA soccer shoe, titled “ATOM”, was born. A few athletes from the West German national team wore these boots against Switzerland in 1950 and won.
In the 1950s, Rudolf Dassler successfully teamed up with the experts and national trainer Sepp Herberger to create a shoe product called “SUPER ATOM”, marking a turning point for PUMA. in football history.
In May 1954, the German team Bundesliga Hanover 96 was crowned champion by winning the final match against FC Kaiserslautern. Most of the members of the team at that time brought themselves a pair of PUMA “BRASIL”. PUMA then celebrated this success with an advertising campaign “So war es Hamburg”. The company also celebrated athletic success when Heinz Fütterer broke the 100 meter world record in Yokohama, Japan, when he wore a pair of PUMA sneakers. Four years later, Heinz continued to break records in relay running. In 1957, Rudolf came up with the PUMA sans – serif typeface, which included both text and images. A year later, the second logo is released and patented, becoming the brand logo at that time, found on all products of this mark.
In 1960, PUMA shook hands with Armin Hary to continue writing on his chain of success when the athlete won a gold medal in athletics at the Olympics in Rome. That same year, PUMA became the first sports shoe manufacturer to use retention production techniques with advanced technology. This innovation makes this brand more popular than ever. In 1962, the king of football Pele and his teammates won the World Cup and was honored “Player of the Season”. World Cup season in 1966 in England, the legendary soccer shoes PUMA KING was worn by Portuguese top scorer Eusebio. These shoes increase ankle protection, giving the player a comfortable feeling to help control the ball better. In 1967, the Jumping cat logo, designed by artist Lutz Backes, is widely available throughout PUMA’s extensive line of products, including clothing and bags.
In the following years of the 1970s, PUMA continued to work with famous athletes such as Mary Peters, Uganda, Randy Williams and Klaus Wolfermann to develop the brand. Since 1979, the Jumping cat image was placed in the upper right corner of the text logo, and this shape has been preserved to this day.
It must be said that PUMA is favored by the majority of athletes, including female athlete Evelyn Ashford, female tennis player Martina Navrátilová and legendary football player Diego Armando Maradona.
In 1993, Jochen Zeitz was appointed CEO of the company at the age of 30, becoming the youngest president in German history at that time. Zeitz aims to reorganize PUMA’s restructuring, which, during a time of financial trouble, manages to turn it from a low-priced brand into a premium Sportlifestyle company and one of the top three. top in the sports goods industry. The Mostro shoe, launched by PUMA in 1999, is a fusion of sporty and street style that, instantly, is favored by most contemporary youth.
Entering the 21st millennium, PUMA also had a transformation when it introduced the PUMA Speedcat, inspired by Formula One races. Speedcat quickly penetrated the fashion world thanks to its elegant and innovative design and familiar newspaper logo.
In 2004, PUMA and Ferrari signed a long-term contract which pledged that PUMA would be the official supplier of Scuderia Ferrari, the most successful racing team of all time. The partnership with Ferrari also allows the brand to evolve over other product lines such as clothing and accessories. In 2006, “Speed Boot V1.06” was born, this was the lightest football boot line in the world at that time, it weighed only 200g.
In 2010, PUMA sponsored seven soccer leagues at the World Cup, including Ghana, Cameroon, Côte d’Ivoire, Algeria, Italy, Switzerland and Uruguay. In addition, that same year, PUMA also acquired the brand that sells golf gear Cobra Golf and renamed it Cobra Puma Golf. In 2011, PUMA transferred to a European trading group under the name PUMA SE. With this change, Franz Koch succeeded Jochen Zeitz after 18 years as CEO of this corporation.
In July 2013, the PUMA SE Board of Directors appointed Bjørn Gulden as the company’s new CEO. The former Norwegian footballer with 20 years of experience in the sports industry has quickly led PUMA to new heights, typically signed to celebrities like Usain Bolt, Sergio Agüero, Cesc Fàbregas, Marco Reus, Radamel Falcao and Rickie Fowler.
In 2014, PUMA introduced the evoPOWER product, inspired by the skillful and flexible passing moves. And despite its past feuds with Adidas, PUMA has always thrived and dominated a certain market share.
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Source: PUMA – CANDIDATE WARNING
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