Puma was founded in 1948 when Rudolf Dassler, after splitting the family company with his brother Adi Dassler, started his own new sporting goods brand. Puma sets itself as top brand of Hip-Hop culture, thanks to the most recognizable models of all time: the Puma Suede. Originally introduced in the late 60s as basketball shoes, in the 70s saw Walt "Clyde" Frazier as main endorser, and lately being consecrated by the "streets" in the 80s. B-boys and Fly-Girls, along with all the Hip-hop movement, elected this shoe unanimously as global icon. In the early 90s Puma rewrites the sports shoe rules by introducing the revolutionary Puma Disc lacing system: now just turning a disc instead pull laces, to adjust the shoe fit. A serious technological answer to competitors, so welcome to the future. Alongside, other technologies were developed, as well as the Trinomic system to improve the midsole efficency. Juicy treats for global sneakerheads, which recognize in Puma some of the most beautiful sneakers of that decade: Blaze of Glory, R 698, RS 100, Disc Blaze, XS 7000, XT2 Plus, XS 850 and many others. Today Puma, as well as performance athletic footwear and technical clothing, run a lifestyle collection, drawing on his own historical archives to get back some of his classic silhouettes and collaborating globally with the best brands and designers, like Ronnie Fieg, Alife, XLarge, Vashtie, Atmos, Sneaker Freaker, ICNY, A Bathing Ape, BWGH, just to naming a few of them. This intense and constant work, concepts always fresh collections and limited editions, setting new trends in streetwear world. Forever faster.