German sporting equipment
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Rudolf Dassler, the elder brother of Adolf Dassler, the founder of Adidas, founded the German company Puma SE, which specializes in the production of sporting goods, in 1948. Its headquarters are in Herzogenaurach, Bavaria. The Pinault family, through the companies Artémis and Kering, had the majority of the voting rights from 2007 , until their significant disengagement in 2018, and the ensuing cessions at the beginning of the 2020s.
Puma, known as "the flinching brand," is the third-largest sports equipment manufacturer in the world, behind Adidas and Nike .
Puma France's social headquarters have been in Illkirch-Graffenstaden, close to Strasbourg, since 1987 . Puma France has relocated to Strasbourg as of May 3, 2021, to the Wacken district.
History of the society :
The "Schuhfabrik Gebrueder Dassler" (family shoe factory), which the Dassler brothers founded before World War II, splits up in 1948 . As a result, Adolf creates the sportswear company Adidas, based on his given name "Adi" and the first letter of his family name "Das," while his brother Rudolf creates the brand Puma, which can be pronounced in all languages.
In order to raise money, Rudolf Dassler changed Puma's company into an anonymous corporation in 1949. This was done because Puma had lost market share to Adidas, its European rival, and especially to these new global rivals Reebok and Nike. However, the "action Becker" (under the leadership of Boris Becker) fails when the Deutsche Bank takes over the company and ousts Armin Dassler.
Since 2003, Puma has served as the official sponsor of both the Italian national football team and Jamaican sprinter Usain Bolt, a six-time Olympic champion and eight-time world champion over the 100- and 200-meter distances.
In 2007, the PPR Group (which would later become Kering) acquired a 27,1% stake in the business. She will be increased the same year and increased to more than 75% four years later.
The company discontinues the American golf brand Cobra Golf in 2010.
In 2011, the brand responds to an environmental defense organization Greenpeace's non-neutral challenge to "make a detox cure." The company has committed to fighting the use and discharge of toxic products across its production chain . The decision by Puma comes two weeks after Greenpeace released its report "Linge sale" (Dirty Laundry)[15] identifying commercial ties between major clothing brands, including Nike, Puma, and Adidas, and suppliers responsible for the discharge of hazardous chemical products into Chinese rivers.
As of July 1, 2014, Puma will officially sponsor Arsenal for 5 years at a cost of 38 million euros year. This is the largest sponsorship deal ever signed by the company, giving it the opportunity to compete with Adidas and Nike .
After several years of strategically focusing on "Sport and Lifestyle" products, the company has recently updated its goals to include "Sport, Performance," and football.
Six Swiss football players' uniforms disintegrated while in full motion during the France-Suisse match during the Euro 2016 in June 2016, causing Puma to suffer a media backlash . Responding quickly, the brand admits fault and blames it on a "manufacturing defect, claiming that "a lot of material whose trame was endommagée during the production process, leading to a fragilization of the final garment." If the combination of heat, pressure, and time is not properly controlled during production, this may happen . Additionally, the brand claims to have taken an inventory of every uniform given to the teams competing in this Euro and guarantees that "an incident as disastrous won't be repeated."
In order to focus on the luxury market, Kering distributed 70,4% of the Puma shares to its group's shareholders as nature dividends in 2018.
puma products :
The products are primarily offered under the brands Puma, Cobra, and Tretorn (sv)
- In 2021, shoes will account for 46,47% of the company's total revenue.
- Vêtements: they will account for 36,91% of the company's revenue in 2021.
- Accessories (ballons, bags, sunglasses) will account for 16,62% of the company's revenue in 2021.
Finances puma :
Since 1986, Puma has traded publicly on the Frankfurt Stock Exchange. The main shareholder of Kering, Groupe Artemis, owns 29% of the capital, while the French luxury business Kering (formerly known as PPR), has 9.8%.[36] Bjrn Gulden, a former professional football player, has served as the company's chief executive officer since July 1, 2013.
With Adidas and Nike as two of its biggest competitors in the shoe industry, Puma employs more than 18,000 people worldwide. The business has corporate offices all over the world, including four locations that are referred to as "central hubs": Assembly Row in Somerville, Massachusetts;[37] Hong Kong; Ho Chi Minh City, Vietnam; and Herzogenaurach, Germany, which houses the company's worldwide headquarters.
Sponsorships puma :
Puma sells goods for athleisure, golf, cricket, racing, jogging, training, and other sports. Pelé, Eusébio, Johan Cruyff, Diego Maradona, Lothar Matthaus, Clyde Frazier, Jim Hines, Boris Becker, Martina Navratilova, Tommie Smith, Joe Namath, Linford Christie, Colin Jackson, Heike Drechsler, and Michael Schumacher are just a few of the athletes it has sponsored.
Numerous international football players, including Neymar, Gianluigi Buffon, Sergio Agüero, Antoine Griezmann, Marco Reus, Raphael Varane, Luis Suárez, David Silva, Vincent Kompany, Christian Pulisic, Yann Sommer, and Jonas Hofmann, compete in the sport. soccer cleats from Puma.
Borussia Dortmund is a German football team, and Puma has been the team's supplier since 2012.[41] The largest relationship in the histories of Puma and Arsenal was a 5-year merchandising agreement signed in 2014.[42] 2019. The cooperation came to an end. Manchester City F.C., Barrow AFC, Olympique de Marseille, Fenerbahçe S.K., Sociedade Esportiva Palmeiras, Borussia Mönchengladbach, Lillestrm SK, Valencia CF, AC Milan, Pearol, US Sassuolo, Club de Ftbol Monterrey, Bengaluru FC, Chennaiyin FC, Mumbai City FC, and numerous other football teams are among the other teams.
Iceland, Switzerland, Austria, Morocco, Egypt, Israel, and Uruguay all have national football teams.[43] The business supports both the Royal Challengers Bangalore and former India cricket team captain Virat Kohli.
The athletic federations for Brazil (CBAt),[44] Jamaica (JAAA), Cuba (FCA), The Bahamas (BAAA), Grenada (GAA), Trinidad & Tobago (NAAATT), Dominica (DAAA), Barbados (AAB), Portugal (FPAtletismo), Switzerland (Swiss Athletics), and Norway (NFIF) are sponsored by Puma in the sport of track and field.[45] Along with other track and field stars like Andre De Grasse, Karsten Warholm, and Gianmarco Tamberi, it also has Usain Bolt, the fastest man in the world, under contract. Athletes who wore Puma shoes set numerous world records, including Heinz Futterer in 1954, Armin Hary in 1960, Jim Hines in 1976, Tommie Smith in 1968, Asafa Powell in 2015, and Usain Bolt in 2002.
After an almost 20-year hiatus, Puma announced its return to the basketball market in 2018 and named Jay-Z as the division's creative director.[48][49] Michael Porter Jr., Deandre Ayton, Zhaire Smith, and Marvin Bagley III are the first basketball players to sign up with Puma and don performance Puma basketball shoes.[50][51] High Court, the company's first women's basketball collection, was introduced in December 2021 and was created by creative director June Ambrose.
After 28 years, Puma reestablished its relationship with netball by endorsing the Melbourne Vixens in 2018. It afterwards became the official gear sponsor of the Silver Ferns, New Zealand's national netball team.[53][54] Cobra Golf, a division of Puma, supplies golfers like Lexi Thompson, Bryson DeChambeau, and Rickie Fowler.
Puma, the leading manufacturer of racing apparel and enthusiast driving shoes, has partnered with BMW, Ducati, and Ferrari to develop each brand's footwear.[58] Puma supplies the Mercedes AMG Petronas, Scuderia Ferrari, Red Bull Racing, and Alfa Romeo Formula 1 teams.[59] Additionally, it supports all of the motorsport endeavors of BMW and Porsche.[60] Puma supplies Team Penske with fire suits, gloves, and shoes for NASCAR.
In December 2014, Rihanna was appointed as the womenswear line of Puma's creative director.Two years later, Puma collaborated on a creative project with The Weeknd.[63] 2018 saw the launch of Puma's "Phenom Lux" project with Selena Gomez as its spokesperson.