How PUMA became PUMA

The sports brand's journey is an advancement from a family business to an international successful market leader. Through time PUMA

History

In 1919, two German brothers founded the Gebrüder Dassler Schuhfabrik, a few years later Rudolf Dassler decided to not work together with his brother anymore but be independent. In 1948, he created the brand RUDA, but not long after that the name was changed to PUMA, with that a brand that still being successful 72 years after, has been born.

Rudolf Dassler chose the puma as an animal because of its

„speed, strength, suppleness, endurance, and agility“,

which he wanted to be connected to the attributes of his products. The first logo was created in 1948 but later adapted to better reflect the named attributes, the logo which is known till today exists since 1967. A friend of Rudolf Dassler’s son Gerd, caricaturist Lutz Backes supported the creation process as the designer.

Legal

Another originality has been patented (in 1958); the formstrip became a recognizable design element on nearly all of the products. Mass media additionally supported the popularity and awareness. In 2008, PUMA started a legal battle as a Japanese brand trademarked their logo which happens to be also a jumping cat. After eight years they’ve finally won the case because of too much similarity between the two logos and the Japanese brand’s trademark has been claimed invalid.

Who is PUMA

Nevertheless, as CEO Bjørn Gulden states, it’s the consumers that make the brand what it is. Brand loyalty is essential when it comes to success and it also plays an important role in the history of PUMA. In 1974, the Dutch national team captain Johan Cruyff has worn a two stripes tricot (instead of the three-stripes clothing by Adidas) as well as PUMA shoes because of his loyalty. Beneficially for PUMA, younger consumers (18-25 years) are at a peak of retail loyalty. And the highest demand in sportswear is counted in younger consumers. Additionally, this target group lays focus on the latest trends and expressing individuality.

Besides dressing athletes, football teams, or formula one drivers, the first fashion collaboration has been with Jil Sander in 1998. Overall, PUMA’s journey can be described as a development from a stereotypical sports brand to a fashionable sports brand that covers their identity with successful athletes, such as Usain Bolt, but also famous fashion influencers that are thriving in other branches, e.g. Selena Gomez or Rihanna as brand ambassadors.

Over the time, PUMA became a diverse brand specialized to support their target group’s individuality.

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History of the PUMA Logo. (2020, March 27). Retrieved November 2, 2020, from https://www.puma-catchup.com/story-of-puma-logo/

How Age and Life Stage Affect Retail Consumer Loyalty. (2020, September 15). Retrieved November 2, 2020, from https://www.customer.com/blog/retail-marketing/shopping-personalities-customer-loyalty-statistics/

PUMA Geschichte. (n.d.). Retrieved November 2, 2020, from https://about.puma.com/de-de/this-is-puma/history

PUMA gewinnt in Japan Markenstreit um PUMA Katze. (2019, May 06). Retrieved November 2, 2020, from https://legal-patent.com/markenrecht/puma-gewinnt-japan-markenstreit-um-puma-katze/

Singh, P. K., & Pattanayak, J. K. (2014). The impact of brand loyalty on consumers' sportswear brand purchase. IUP Journal of Brand Management, 11(4), 40-52.