Record Time

PUMA’S MOST NO­TABLE AC­COM­PLISH­MENTS THROUGH­OUT ITS 70YEAR HIS­TORY.

Footwear News - - CONTENTS - By Peter Verry Sprinter Lin­ford Christie’s cat contacts, worn to an Olympics presser, in­spire an ad cam­paign in 1996

The defin­ing mo­ments of Puma’s 70-year his­tory.

1948 Af­ter an ar­gu­ment, Ru­dolf Dassler splits from brother, Adolf, to form Ruda. The com­pany’s name is changed in Oc­to­ber to Puma Schuh­fab­rik Ru­dolf Dassler. 1952 Puma de­buts the Su­per Atom, the first soc­cer boot with screw-in studs. 1953 Fur­ther­ing its in­vest­ment in soc­cer, Puma in­tro­duces the Brasil soc­cer boot. 1954 Heinz Füt­terer, wear­ing Puma run­ning shoes, breaks the 100-me­ter world record in Yoko­hama, Japan. 1957 Ru­dolf Dassler de­buts a new logo with sans serif font and cat image. 1958 The brand patents its sec­ond logo, a “form­strip,” de­signed to sta­bi­lize the foot. 1962 Soc­cer leg­end Pelé signs with the brand. 1967 Ger­man car­toon­ist Lutz Backes cre­ates Puma’s cat image, which starts to ap­pear on its prod­ucts. 1968 Puma’s iconic soc­cer boot, the King, de­buts. The brand re­leases its Suede sneaker. 1979 Puma in­tro­duces its No. 1 Logo, with the big cat jump­ing over the right cor­ner of Puma. 1982 The Torero soc­cer boot de­buts on the pitch. Puma signs Diego Maradona. 1985 Boris Becker, 17, in sig­na­ture Puma sneak­ers, be­comes the youngest man to win Wim­ble­don. 1986 Puma goes public and is traded on the Mu­nich and Frank­furt stock ex­changes. 1991 Puma launches Disc tech on its Tri­nomic run­ning shoe. 1993 Jochen Zeitz, 30, be­comes CEO, the youngest leader of a public com­pany in Ger­man his­tory. 1998 Ten­nis great Ser­ena Wil­liams be­comes a brand am­bas­sador. De­signer Jil Sander cre­ates life­style it­er­a­tions of the King and Easy Rider shoes. 1999 Puma in­tro­duces its Mostro life­style sneaker. 2001 The Speed Cat, in­spired by the For­mula One rac­ing shoe from 1998, hits re­tail. 2002 The Celler­a­tor Shu­doh soc­cer boot is launched. Ser­ena Wil­liams rocks a con­tro­ver­sial cat­suit at the U.S. Open. Puma earns FN’s Brand of the Year hon­ors. 2003 The firm hits 1 bil­lion eu­ros in to­tal sales. Af­ter work­ing with Usain Bolt for two years, Puma signs the sprinter. 2004 The com­pany en­ters a mul­ti­year part­ner­ship with Fer­rari, be­com­ing the of­fi­cial sup­plier of Scud­e­ria Fer­rari. 2006 Puma re­veals the Speed Boot V1.06, billed at the time as the light­est soc­cer shoe. 2007 Puma is ac­quired by PPR (now Ker­ing). The com­pany hits 2.4 bil­lion eu­ros in sales. 2010 The com­pany spon­sors seven soc­cer fed­er­a­tions for the FIFA World Cup. Puma ac­quires Co­bra Golf and signs pro Rickie Fowler. 2011 Franz Koch takes over for long­time CEO Jochen Zeitz. The com­pany be­gins to trade un­der the name Puma SE. Soc­cer star Borus­sia Dort­mund joins the brand roster. Puma reaches 3 bil­lion eu­ros in to­tal sales. 2013 Bjorn Gulden be­comes CEO. Ital­ian soc­cer star Mario Balotelli be­comes a Puma ath­lete. 2014 Puma and famed Ar­se­nal Foot­ball Club an­nounce a long-term part­ner­ship. The EvoPower soc­cer boot de­buts. 2015 Ri­hanna joins as an am­bas­sador and is named women’s cre­ative di­rec­tor. Puma sells the Tre­torn Group. 2016 The Weeknd and Cara Delev­ingne sign on as brand part­ners. Puma inks deal to out­fit the Red Bull Rac­ing For­mula One team. Puma wins FN’s Shoe of the Year for the Fenty Creeper by Ri­hanna. 2017 Sales eclipse 4 bil­lion eu­ros for the first time. Se­lena Gomez, Big Sean and Lewis Hamil­ton join the lineup of brand am­bas­sadors. Puma wins FN’s Mar­keter of the Year award. 2018 Re-en­ter­ing bas­ket­ball, Puma signs four firstround NBA draft picks and be­comes WNBA’s footwear spon­sor Puma cap­i­tal­izes on the dad shoe trend with the Thun­der style. The Suede turns 50. Puma signs Walt “Clyde” Fra­zier to a life­time deal. Jay-Z joins the team as cre­ative di­rec­tor. The brand rein­tro­duces its 1980s Run­ning Sys­tem (RS) line with the RS-0 and RS-100 styles.

Usain Bolt sets 100-me­ter record of 9.58 sec­onds in 2009 Tom­mie Smith (C), along with team­mate John Car­los, raise Black Power fist at the 1968 Sum­mer Olympics

In 1973, the Clyde, a sig­na­ture bas­ket­ball shoe for Walt “Clyde” Fra­zier, makes its de­but

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