PUMA Schomburg Center for Research in Black Culture x We Are Legends x Suede Camowave Deeply Rooted

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 quickly gained recognition for its innovative footwear, beginning with the Atom and later the Super Atom, which enhanced players' grip and performance on slick, wet pitches during the FIFA World Cups of the 1950s. In the following decades, PUMA popularity increased through notable endorsement deals with renowned athletes such as Pelé, Eusébio, and Walt Frazier. The launch of the Suede Classic in 1968 marked a turning point for the brand, as the shoe became both an athletic staple and a cultural icon in urban fashion and music communities. Recent collaborations with Rihanna through her Fenty line and partnerships with brands like AMI have strengthened PUMA's presence in the lifestyle and fashion markets, further solidifying its reputation as a global leader in sportswear known for innovation, performance, and style.