PUMA SE is a German sporting goods company that designs, develops, markets and sells athletic and casual footwear, apparel and accessories. Its product portfolio serves a range of sports and lifestyle categories, including football, running, training, basketball, golf and motorsport, while also encompassing fashion-oriented products that combine athletic design with everyday wear.
The company sells its products under the PUMA brand through a combination of wholesale partners, company-operated and franchised stores, and digital commerce channels. PUMA serves customers internationally across Europe, the Americas, Asia-Pacific, the Middle East and Africa, with products distributed through both direct and third-party retail networks.
PUMA was founded in 1948 by Rudolf Dassler in Herzogenaurach, Germany, following the dissolution of the business he had operated with his brother, Adolf Dassler. The company has since developed into a global sportswear brand, working with athletes, teams, clubs and other partners in various sports. Arthur Hoeld became PUMA’s chief executive officer in July 2025.
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