In 1924, Rudolf Dassler and his brother Adolf opened the Dassler Brothers Shoe Fabric, that is placed in Herzogenaurach, right in the middle of Germany: few years later, Rudi left the company, founding Puma and leaving alone his brother - that's how a sportswear rivalry begins. After the great success of Berlin Olympic Games and also thanks to the four gold medals won by Jesse Owens, Rudolf officially launched Atom, the first football shoe equipped with spikes in order to improve traction on slippery grounds. In 1957 the German label patented the"formstrip", the first rudimentary version of the Puma logo: this logo was applied on every shoe manufactured following the vulcanization process' criteria, which directly connects the outsole with the bottom of uppers, creating a versatile yet far more durable structure. The "jumping cat" logo came to light in 1967, but 1968 was a pivotal year both for sportswear and mainly for social costumes: after winning gold and bronze in the 200m race in Mexico City, Tommie Smith and John Carlos raised their fists wearing black gloves to show support to Black Panthers and fight against racism and apartheid - they were dressed in Puma, though. Read more…
The real revolution is dated back to the arrival of Walt Frazier in 1973, dubbed "Clyde" because he was used to wear his hat just like Warren Beatty in "Gangster Story": Rudi and his team reissued Puma Suede for him, improving a pair launched few year before by widening the plant and printing its profile on the heel. His controversial, rad style both on and off court led Clyde to influence trends and fashion like no other athlete before: pushed by the charm of the New York Knicks star, the emerging b-boy movement thought Suede were the perfect shoe to represent its outlandish and unrestrained motivation, yet cozy enough to endure entire nights of dances. Late '80s were full of sport legends like Johan Cruyff, Maradona and Boris Becker, given that Puma could already count on Pelé: football and tennis reached their zeitgeist featuring Puma sneakers. Entering the last decade of 20th century, Puma started introducing one innovation after another: the Trinomic technology sole was there first, exploiting hexagonal cells that enlarges and tightens assuring cushioning and stability. This specific sole was also featured on Disc Blaze, a game-changing way to intend sneakers: the Puma Disc system substitutes for laces, allowing you to adjust the fit just by rotating a small caster placed on the tongue - otherwise you could go for Blaze of Glory, premium high lifestyle sneakers full of exquisite details. Approaching the new millennium, Puma remained true to its spot background and finalized important sponsorship deals with athletes like Usain Bolt, Balotelli and Aguero, but it also focused on its rich streetwear roots, showcasing brand-new takes on vintage models. Rihanna, Selena Gomez and The Weeknd are just the face of a challenging yet concrete project that start from heritage to deal with future: after stressing the importance of historic silhouettes like Puma Basket by shocking the platform sneakers' market with peerless kicks, Puma dabbled in testing materials, shapes and design of tomorrow. Tsugi was just the last add to a sport line boasting versatile running sneakers to dodge everyday issues: the breathable, elastic EvoKnit upper is combined with a soft gum-sole featuring the Ignite technology to stay comfy all day long. Puma: forever faster.
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