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Puma is a German sportswear and athletic shoe brand that has been a major player in the athletic wear industry for decades. Known for its signature logo and classic designs, Puma has remained a popular choice for athletes and non-athletes alike. In this article, we will explore the history, products, and marketing strategies of the Puma brand.

History of Puma

Puma was founded in 1948 by Rudolf Dassler, the brother of Adidas founder Adolf Dassler. The company started as Gebrüder Dassler Schuhfabrik, but was renamed Puma Schuhfabrik Rudolf Dassler in 1948. The brand quickly gained popularity, and by the 1960s, it had become a leading player in the athletic shoe industry. In the 1970s, Puma continued to grow, expanding into the apparel market with a range of athletic wear.

Products of Puma

Puma is known for its range of athletic shoes, clothing, and accessories for men, women, and children. The brand’s products are designed for a range of sports, including soccer, running, golf, and basketball. Puma’s athletic shoes are a particular highlight, with many classic designs remaining popular today.

One of the key features of Puma’s products is their high-quality materials and attention to detail. Puma uses innovative materials and technology to create products that are both functional and stylish. For example, the brand’s running shoes feature its proprietary IGNITE foam, which offers responsive cushioning for a more comfortable and efficient run.

Puma’s clothing range includes a range of styles, from athletic wear to casual wear. The brand’s clothing is designed to be functional and comfortable, while also incorporating the latest trends in fashion. Puma’s accessories range includes bags, hats, and watches, as well as a range of sports equipment.

Marketing strategies of Puma

Puma has implemented various marketing strategies to maintain its position as a leading athletic wear brand. The brand has a strong online presence and has implemented various social media and digital marketing strategies to connect with its target audience.

One of Puma’s key marketing strategies is its focus on athletes. The brand has partnered with various professional athletes, including Usain Bolt, Neymar Jr., and Lewis Hamilton, to create exclusive product lines and promote its products. Puma has also sponsored various sports teams, such as the Italian soccer team AC Milan and the New York City FC.

Puma has also implemented various sustainability initiatives as part of its marketing strategy. The brand has committed to reducing its environmental impact and has implemented various initiatives to achieve this goal. Puma has a range of sustainable products, including shoes made from recycled materials and clothing made from organic cotton. The brand has also implemented a closed-loop program, which allows customers to return used Puma products for recycling.

Another marketing strategy of Puma is its focus on design and innovation. The brand has a dedicated team of designers and engineers who work to create products that are both functional and stylish. Puma’s products incorporate innovative technology, such as the IGNITE foam mentioned earlier, as well as unique designs and colorways that set them apart from other athletic wear brands.

Puma has also implemented various digital marketing strategies to connect with its target audience. The brand has a strong presence on social media platforms such as Instagram, Twitter, and Facebook, where it shares product updates, promotions, and other content. Puma also has a dedicated YouTube channel that features content related to its products and athletes, such as workout videos and behind-the-scenes content from photo shoots and events.


Puma is a well-known sportswear and athletic shoe brand that has remained popular for decades. The brand offers a range of high-quality products, including athletic shoes and clothing.

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