Throughout the early years of the Dassler brother footwear efforts, plenty of German Olympians began to adopt Dassler shoes. Some of the defining moments for the brothers came at the Olympics, with many athletes winning gold medals in Dassler shoes, but the most notable came in 1936. While the Olympics were being held in Berlin, seven gold models and five bronze medals were won by athletes wearing Dassler shoes, propelling the brand to be seen as one of the best athletic shoe companies. It was a breakthrough on the world stage for the Dassler brothers and the brand was now cemented in the history books and sure to continue to thrive.

Fast forward to 1948 (28 years after founding their company) and the Dassler brothers have fallen out, deciding to go their separate ways in terms of business. While Adolf went on to found another world-class brand now known as none other than adidas, Rudolf took 14 employees with him and founded “Sportschuhfabrik Rudolf Dassler" (RUDA).

While he had to start from the bottom once again, Rudolf’s new company quickly began to rise to fame. By the late 1950s both PUMA runners and football boots were hugely prevalent across the global market, and the brand had also developed the Formstrip, it’s second brand logo that was originally designed to help stabilise the construction of the sneakers. Amongst plenty of other huge names in the world of sport, Brazilian football star Pelé eventually adopted PUMA products into his attire, meaning that Rudolf’s newfound brand once again shot to international stardom.

Between 1970 and 1990 PUMA went above and beyond in cementing themselves on the world stage. Throughout these decades the brand released some of their most popular silhouettes and welcomed a number of athletes who would go on to represent PUMA on the world stage in front of millions.

But it wasn't just the world of sports which PUMA had their eye on. The brand also became integral to a number of cultural movements, particularly within New York with the rise of hip-hop and streetwear.

As well as having their shoes worn in major competitions, PUMA also began releasing signature shoes for their athletes. The PUMA Clyde was released in 1971 and quickly became one of the label’s most popular designs. Inspired by basketball’s Walt “Clyde” Frazier, the sneakers offered simple yet effective design with the instantly-recognisable Formstrip running down the lateral and medial sides. While this logo would go on to become synonymous with the brand's logo, the original design was actually used to improve the stability of PUMA football boots.

Elsewhere in the world of sport, Guillermo Vilas won the French, the US and the Australian open as part of an epic winning streak in 1977. Throughout each competition he rocked none other than PUMA tennis sneakers, cementing the label as a key player in the Tennis scene also.

Throughout the 1980s, tennis continued to be popular worldwide, with Boris Becker winning Wimbledon in 1985 aged just 17 wearing, you guessed it, PUMA sneakers. He also used a PUMA racket throughout the entire competition. While all of this is happening, none other than Diego Armando Maradona is also making waves in the world of football, scoring the “Goal of the Century” and being awarded the Golden Ball in the 1986 World Cup. He played every minute of the tournament sporting his PUMA KINGs on foot.

All of these endorsements and successes in the world of sport translated to success in sales for PUMA. PUMA became one of the most recognisable brands in the world and they had no intent of slowing down anytime soon.

PUMA for the People

Alongside their successes in sports, PUMA also had incredible success with the public. Their trainers were innovative, well designed and came in a number of unique colourways which made them a favourite for everyday wear.

The early 1970s saw the introduction and rise of many notable PUMA trainers. The PUMA Clyde became the PUMA Suede in the 1980s and would go on to become one of the most iconic sneakers in history thanks to its popularity within emerging cultural movements in New York.

During the 70s and 80s, B-Boy culture was growing in New York and the PUMA Suede was the shoe of choice. As well as its stylish look, it was also a very functional choice. The sole of the shoe was flexible and yet sturdy, light and yet supportive. It was the perfect choice for breakdancers.

By 1991 PUMA was already a global sensation, and the world stood still when it introduced Disc technology for the first time. As the first laceless sports shoe to hit the market, the PUMA Disc operated by using a system of internal wires that fastened or loosened the sneakers, doing away with the traditional concept of laces. During the 1992 Olympics in Barcelona, Heike Drechsler, Dieter Baumann and Linford Christie all took gold medals wearing PUMA Disc spikes.

In 1996, Linford Christie attended a press conference prior to the Atlanta Olympics wearing contact lenses printed with the PUMA cat on them, attracting attention worldwide and making the PR stunt famous ever since. 1998 saw PUMA act as one of the first sportswear brands to offer up a fashion collaboration, launching variations of the KING and the EASY RIDER in partnership with Jil Sander. This was truly unheard of at the time as was a huge step for fashion and streetwear.

By the early 2000s, PUMA also officially partnered with the Ferrari F1 team, proving that the label really could dominate every market. It’s also hard not to mention the fact that Usain Bolt set the 100m world record in 2009 wearing his PUMAs, achieving a jaw-dropping time of just 9.58 seconds.

Expanding further into all sport and lifestyle sectors, PUMA continues to dominate the industry even today, with celebrities and athletes alike making up its star-studded roster. The likes of Selena Gomez, Lewis Hamilton, Usain Bolt, Rihanna and even Jay-Z are all part of the crew, making sure that the German brand remains a staple when it comes to sportswear. To this day, the label’s headquarters remains in Herzogenaurach, the small German town that has been home to shoemakers since the middle ages.