Puma

Third-largest sportswear brand globally, competing with Nike and Adidas, with strong positioning in football, motorsport, and lifestyle segments

Puma SE is a German multinational corporation and one of the world's largest manufacturers and marketers of athletic and casual footwear, apparel, and accessories. Founded in 1948 by Rudolf Dassler in Herzogenaurach, Germany, Puma competes directly with Nike and Adidas in the global sportswear market. The company's product portfolio spans performance sports categories including football, running, training, basketball, and motorsport, as well as lifestyle and fashion segments developed through high-profile collaborations. Puma is a major advertiser and brand marketer, investing heavily in sponsorships, athlete endorsements, and global campaigns. The company partners with elite athletes and teams across football (including Manchester City and AC Milan), motorsport (Ferrari, Mercedes-AMG), basketball, and athletics, using these relationships as central pillars of its marketing strategy. Puma also collaborates with celebrities and designers—such as Rihanna's Fenty x Puma line—to drive cultural relevance and consumer engagement. As a publicly traded company on the Frankfurt Stock Exchange, Puma reported revenues exceeding €8 billion in recent years, reflecting its strong global footprint. Kering SA, the French luxury group, holds a significant stake in Puma. The brand operates its own retail stores, a robust e-commerce platform, and distributes through major wholesale and sporting goods retailers worldwide, making it a significant participant in retail media and performance marketing ecosystems.