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PUMA

Basic information

Country
Germany
Founded
1948

Overview

Founded by Rudolf Dassler in Herzogenaurach, Germany, in 1948, PUMA is a sports brand. It offers performance and sportstyle products globally, with footwear, apparel, and accessories at its core, across categories including football, running, training, basketball, golf, and motorsports. The brand mantra is “FOREVER. FASTER.” and its mission is “Our mission is to push sports and culture forward.”

Concept

Our mission is to push sports and culture forward.

Tagline

FOREVER. FASTER.

Sub-brands

  • PUMA Motorsport 2001

    PUMA Motorsport is a dedicated line centered on racing gear and motorsport-inspired design. It offers technical equipment for teams, including F1 teams, as well as lifestyle collections derived from that equipment. Officially, it champions a track-to-street approach that brings the excitement of racing into everyday wear, developing apparel, footwear, accessories, and licensed products as a unified offering. Among PUMA’s sports categories, it serves as the point of connection with automotive culture.

    A line spanning racing gear to everyday wear

  • PUMA Golf 2006

    PUMA Golf belongs to a lineage of golf offerings centered on apparel and footwear, which began when PUMA entered the golf market in 2006. After PUMA acquired Cobra Golf in 2010, COBRA PUMA GOLF expanded the business to include clubs, making PUMA Golf’s role on the soft-goods side—covering functionality during play and style on the course—more distinct. Within the overall golf business, it supports the apparel-and-footwear segment alongside the integrated line that includes equipment.

    A line covering golf apparel and footwear

  • PUMA Black Label 2009

    PUMA Black Label was the label responsible for Sport Fashion within PUMA’s color-coded label system, and at the time of its introduction in 2009, it was applied to Black Station, Cavallino & GT, Premium Fitness, and Co-Labs. The 2011 annual report described its positioning as bringing elements of sport and lifestyle into fashion, and collaborations with Alexander McQueen, Yasuhiro Mihara, and Hussein Chalayan were also included under it. Distinct from the competition-oriented SPORT LABEL and the everyday-oriented LIFESTYLE LABEL, it served as a fashion-oriented category.

    A category for fashion collaborations rooted in sport

  • COBRA PUMA GOLF 2010

    COBRA PUMA GOLF is an integrated line within the PUMA Group’s golf brand portfolio, formed beginning with PUMA’s acquisition of Cobra Golf in 2010. PUMA continues to offer shoes, apparel, and clubs together in its golf category, with COBRA PUMA GOLF serving as the core that brings together both equipment and apparel. While PUMA Golf supports the apparel segment, COBRA PUMA GOLF is positioned at the center of the business, encompassing clubs as well.

    An integrated golf line encompassing clubs as well

  • PUMA SELECT 2014

    PUMA SELECT is an editorial line responsible for PUMA’s Sportstyle Prime & Select area, positioned at the intersection of sport, style, and creativity. On PUMA’s official e-commerce site, SELECT has its own collaboration lineup, and Sportstyle Prime & Select is also identified as a priority area in the 2026 brand strategy. Separate from performance lines organized by sport, it brings together collaborations with streetwear and fashion.

    A core line responsible for sportstyle collaborations

  • Fenty X Puma 2015

    FENTY x PUMA is a collaborative line born from a partnership with Rihanna. Following a relationship that began with the 2015 Creeper and a run from 2015 to 2018, it officially relaunched in 2023 with Rihanna as Creative Director. New releases continued in 2025, and as a Rihanna-led line alongside the SELECT collaboration group, it reinterprets PUMA’s sports archives through items such as the football-inspired Avanti.

    A Rihanna-led collaborative fashion line

  • PUMA Hoops 2018

    PUMA Hoops is the basketball division that PUMA has developed around the premise of balancing athletic performance and culture since its full-scale return to basketball in 2018. In 2024, it launched its first global basketball campaign and is expanding its business through players’ individuality, signature development, and athlete contracts. As the core of PUMA Basketball, it connects on-court functionality with off-court expression.

    A core line connecting basketball competition and culture