04 July 2016 15:00:00
PUMA: FASTEST RUNNER
Speaking of another Dassler’s brainchild – sportswear brand Puma
Nowadays PUMA is one of the biggest sportswear companies. It’s hard to imagine that the reason was quarrel of two brothers, Rudolf and Adolf Dassler. We’ve already written about the onset in the history of Adidas, founded by Adi Dassler. Rudolf became his rival establishing PUMA. It’s fascinating that both companies practically appeared at the same time.
Technologies for sports events
Post WWII period is characterized by thriving sport as an essential part of people’s lives. Arms races were replaced by football and running but to become a winner was possible only with a good “weapon” Launching the first PUMA football boots called “ATOM” in 1948 Rudolf Dassler provided players with the best outfit. Due to these boots in 1948 the West German national football team scored a winning goal which was also the first in postwar period.
Talented in everything
After such success the brand became a top football shoes producer introducing the technology of screw-in-studs. PUMA conquered the leading positions not only in football but in running as well – in 1954 a German athlete Heinz Fütterer set a record in the 100 meters and in 1960 PUMA trainers helped Armin Hary to win the gold medal. As a result the company won a significant segment in the main sports market but the major reason was not a sponsorship but athletes’ being keen on comfortable and high-quality shoes. In that time a recognizable logo with a jumping cat appeared.
Survive and progress
Nevertheless, PUMA could not be a complete player on the mass market producing shoes only for professionals and admirers. It also caused the company’s crisis in 90’s. A strong leader was needed to make drastic changes. Jochen Zeitz was the man who caught a puma by the tail saving it from falling. He united all the company’s achievements creating a new direction which is a leading now – sport casual style. It was clothing for people wishing to take advantage of sport outfit in everyday life.
Such evolution allowed the brand not only to survive but to take it on a higher level. Created in 1991 PUMA Disc System technology became a spotlight using high-quality materials including waterproof premium leather winning the hearts of people who like convenient and reliable shoes. But PUMA is still a winner in the professional sport too. In 2008 Usain Bolt set a new world record in 100 meters wearing PUMA which lead to the new audience. It proved that PUMA trainers are not just stylish but provides us with outfit developing our strengths.
From the new turn in PUMA’s history the brand made tens of collaborations such as BARE, Ronnie Fieg, McQueen and Rihanna. Due to the cooperation like this the company is keeping up with trends. You can find both vintage silhouettes and the freshest PUMA’s releases at our store.
PUMASneakers x Crossover Blaze of Glory Velvet
PUMASneakers x Alexander McQueen
PUMASneakers x Alife R698 Peach
PUMAMen's sneakers GV Special MTL Whisper
PUMASneakers Blaze Of Glory Flag
PUMAWomen's sneakers Basket Classic Metallic
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