Puma has been a public company since 1986, listed on the Frankfurt Stock Exchange. French luxury group Kering (formerly known as Pinault-Printemps-Redoute or PPR) holds 16%, Kering's largest shareholder Artemis SA owns 29% of the share capital. Since 1 July 2013, the company has been led by former football professional Bjørn Gulden (CEO).
As of 2017, Puma SE employs more than 13,000 people worldwide and distributes its products in more than 120 countries.
Following the split from his brother, Rudolf Dassler originally registered the new-established company as Ruda, but later changed the name to Puma. Puma's earliest logo consisted of a square and beast jumping through a D, which was registered, along with the company's name, in 1948. Puma's shoe and clothing designs feature the Puma logo and the distinctive "Formstrip" which was introduced in 1958.
Sponsorships
Currently, international footballers Sergio Agüero, Antoine Griezmann, Marco Reus, Romelu Lukaku, Luis Suárez, David Silva, Vincent Kompany, Sunil Chhetri, and many more are sporting Puma football boots.
In terms of football clubs, Puma sponsors Borussia Dortmund, Manchester City F.C., Olympique de Marseille, Sociedade Esportiva Palmeiras, Borussia Mönchengladbach, Crystal Palace F.C., Newcastle United F.C., Valencia CF, AC Milan, Bengaluru FC and many others. National football teams include Italy, Iceland, Switzerland, Austria, Morocco, Egypt and Uruguay.
In Athletics (Track and Field), Puma sponsors several athletic associations such as the Jamaica, Cuba, Bahamas, Grenada, Trinidad & Tobago, Dominican, Barbados, Portugal, Switzerland and Norway. It also has the world's fastest man and Jamaican track athlete Usain Bolt under contract along with other track and field athletes like Andre Degrasse, Karsten Warholm and Gianmarco Tamberi. Over the past decades, several world records were achieved by athletes wearing PUMA shoes, such as Heinz Futterer (1954), Armin Hary (1960), Jim Hines (1976), Tommie Smith (1968), Asafa Powell (2005), and Usain Bolt (2009).
In 2018 Puma announced its entrance back into basketball after a break of almost 20 years. The brand appointed Jay-Z as Creative Director of Puma basketball. Marvin Bagley, Deandre Ayton, Zhaire Smith, and Michael Porter Jr. are the first players to join PUMA's basketball roster and play in performance PUMA basketball shoes.
Also, Puma made its partnership with Netball after 28 years by sponsoring the Melbourne Vixens, the only netball team to be partnered with the global firm
From 2018 Puma became the official apparel sponsor of New Zealand's national netball team, the Silver Ferns.
The firm sponsors Indian cricketer Virat Kohli the captain of the India cricket team. Golfers such as Rickie Fowler, Bryson DeChambeau and Lexi Thompson are equipped by Puma's golf brand Cobra Puma Golf.
In Formula 1, Puma equips the teams of Mercedes AMG Petronas, Scuderia Ferrari and Red Bull Racing. In addition, Puma also sponsors BMW and Porsche in all its Motorsports activities.
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