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Puma
is the world's #3 sportswear manufacturer. It has a longstanding historic rivalry with the #2
manufacturer Adidas, not least
because the two companies were founded by brothers Rudi and Adi Dassler, former business
partners who fell out in the late 1940s and spent the rest of their
lives as bitter competitors. Puma built up a strong following over the
next three decades as one of the two leaders in sporting shoes and apparel
but was unprepared for the dramatic changes in the sportswear market which
resulted from Nike's spectacular growth in the 1980s. By 1990 Puma was
struggling on the brink of bankruptcy. The company was rejuvenated from 1993
onwards by a youthful new management team led by CEO
Jochen Zeitz. He continued to build the profile and prestige of the brand
as it passed through a succession of different owners over the following
decade, until becoming a subsidiary of French fashion and retail group
PPR, also the owner of Gucci.
Puma has made up for its lack of scale with
a small collection of carefully selected endorsement partnerships, which have
delivered high profile at comparatively low cost. By far the most successful of these in recent years has been sprinter
Usain Bolt, currently "the fastest man in the world".
Which agencies handle advertising & marketing for Puma? Find
out more from Adbrands Account Assignments
Who are the competitors of Puma? See Clothing
& Fashion Accessories Sector index
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