PUMA was established in 1948 by Rudolf Dassler in Herzogenaurach, Germany, following his separation from a family business he had co-founded with his brother, who later created adidas. The company gained prominence through innovative sports footwear, including the the ATOM and later the SUPER ATOM, which featured prominently during the FIFA World Cups of the 1950s. PUMA has built its reputation through endorsement deals with iconic athletes such as Pelé, Usain Bolt, and Neymar Jr., significantly elevating its international visibility. Collaborations with influential designers and brands, including Alexander McQueen, Rihanna's FENTY line, and Ferrari, have expanded its presence beyond sportswear into fashion and lifestyle segments.
