Puma SE is a German sporting-goods company that designs, develops, markets and distributes athletic and lifestyle products under the PUMA brand. Its offerings include performance and casual footwear, apparel and accessories for sports such as football, running, basketball, training and motorsport, as well as products aimed at everyday fashion consumers.
Founded in 1948 by Rudolf Dassler, Puma is headquartered in Herzogenaurach, Germany. The company sells its products internationally through wholesale partners, branded retail stores and e-commerce channels, serving customers across Europe, the Americas, Asia-Pacific and other global markets.
Puma also builds its brand through partnerships with athletes, sports teams, leagues and entertainment figures. Its business includes sports-focused collections such as PUMA Hoops and football products, along with collaborations and lifestyle ranges. Arthur Hoeld became Puma’s chief executive officer in 2025.
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