PUMA's 75-year journey: sports, culture and innovation

Alexander Bombande September 04, 2023 0

Puma SE, the renowned German multinational corporation known for its exceptional athletic and casual footwear, apparel, and accessories, is joyously commemorating its 75th anniversary. This milestone harks back to the company's inception in 1948 when two visionary brothers, Rudolf and Adolf Dassler, laid the foundation for what would become the epicentre of the sports footwear world.

In the quaint town of Herzogenaurach, Germany, the Dassler brothers embarked on their journey. Back then, Herzogenaurach was already home to several shoe factories, although most would fade into obscurity by the 1950s and 60s. It's worth noting that the Dassler siblings had initially started their venture in 1919 within the confines of their parents' residence before relocating to a dedicated facility in 1924.

In their formative years, both Rudolf and Adolf began making waves. The Dassler brand quickly gained prominence, with a significant number of German athletes donning their spikes at the 1928 Olympic Summer Games in Amsterdam. The real breakthrough, however, came in 1936 when Jesse Owens captured four gold medals at the Berlin Olympic Games, all while sporting Dassler spikes. Subsequent victories brought home seven gold and five bronze medals, all claimed by world-class athletes wearing Dassler shoes. Notably, they also shattered records, setting two World and five Olympic records. This marked their first international triumph.

Twenty-eight years after founding the company, the Dassler brothers experienced a rift that led them down separate paths. Rudolf Dassler moved into a separate building belonging to the family. With a team of 14 employees, he transformed this storage facility into a factory, laying the foundation for his own enterprise. In January 1948, the "Schuhfabrik Rudolf Dassler (RUDA)" was officially registered, commencing operations a few months later on June 1, 1948. It wasn't until October 1, 1948, that the PUMA brand was officially registered with the German Patent and Trademark Office. In December 1948, Rudolf Dassler announced the company's name as "PUMA Schuhfabrik Rudolf Dassler" in a letter to partners and customers. On January 14, 1949, the details of the new company were added to Germany's commercial register.

PUMA's early successes were marked by the launch of the ATOM football boot in 1950, followed by the groundbreaking SUPER ATOM in 1952, which featured the world's first screw-in studs. This collaboration between Rudolf Dassler and experts, including West Germany's national coach Sepp Herberger, marked the inception of PUMA's football legacy.

In 1954, PUMA's running shoes played a pivotal role in breaking a world record. Heinz Fütterer shattered the 100m world record in Yokohama, Japan, with an astonishing time of 10.2 seconds, all while sporting PUMA running shoes. Fütterer continued to add to PUMA's success by setting the world record in the 4x100m relay four years later.

The year 1958 saw the patenting of the iconic FORMSTRIP logo, originally designed to provide stability inside the shoe. Today, the FORMSTRIP has become a trademark symbol found on nearly all PUMA footwear and is a prominent design element in PUMA apparel products. This strategic branding coincided with the rise of mass media, making the FORMSTRIP a globally recognized symbol.

In 1958, PUMA found itself in the spotlight as Brazil clinched the Football World Cup trophy. PUMA shoes were the sole German-made football boots worn by teams in the final match held in Stockholm, Sweden.

The year 1968 marked a significant milestone as Portuguese striker sensation and Ballon d'Or winner Eusébio became the top scorer in the 1966 World Cup in England while wearing PUMA football boots. To honour his remarkable achievements and Eusébio's ongoing excellence, PUMA introduced the legendary PUMA KING football boot in 1968.

PUMA ventured into the sports textile market with an expanding roster of athletes and teams. The iconic T7 training suit emerged, featuring a 7cm wide, conically tapered, colour-contrasting stripe along the sleeves, prominently displaying the FORMSTRIP.

PUMA's journey has continuously evolved, featuring diverse designs and significant sponsorship deals. In 2019, PUMA inked its most substantial football partnership in history with the City Football Group, committing to a long-term collaboration until 2029. This agreement established PUMA as the official partner of prominent clubs including Manchester City FC, Melbourne City FC, Mumbai City FC, FC Girona, Montevideo City Torque, and Sichuan Jiuniu, extending support to all representative teams, encompassing men's, women's, and youth football.

Over the past 75 years, PUMA has consistently pushed the boundaries of sport and culture by creating innovative products for the world's fastest athletes. This year, as PUMA celebrates its 75th anniversary, it pays homage to a rich history defined by speed and innovation through a series of events. These events will delve deeper into PUMA's guiding mantra, "FOREVER. FASTER."