|Traded as||FWB: PUM|
|Industry||Clothing and consumer goods manufacture|
|Products||Footwear, apparel, accessories, sportswear, sports equipment|
|Revenue||€3.387 billion (2015)|
|€96.3 million (2015)|
|Profit||€37.1 million (2015)|
|Total assets||€2.620 billion (end 2015)|
|Total equity||€2.620 billion (end 2015)|
Number of employees
|11,351 (end 2015)|
PUMA SE, branded as PUMA, Cobra Golf and Dobotex, is a German multinational company that designs and manufactures athletic and casual footwear, apparel and accessories, headquartered in Herzogenaurach, Germany. The company was founded in 1948 by Rudolf Dassler. In 1924, Rudolf and his brother Adolf Dassler had jointly formed the company Gebrüder Dassler Schuhfabrik. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and PUMA. Both companies are currently based in Herzogenaurach, Germany.
PUMA has been a public company since 1986, listed at the Frankfurt Stock Exchange. Since 2007 PUMA has been part of French group Kering (formerly known as Pinault-Printemps-Redoute or PPR). Since 1 July 2013, the company has been led by former football professional Bjørn Gulden (CEO).
As of 2016, PUMA SE employs more than 10,000 people worldwide and distributes its products in more than 120 countries.
Following the split from his brother, Rudolf Dassler originally registered the new-established company as Ruda, but later changed the name to PUMA. PUMA's earliest logo consisted of a square and beast jumping through a D, which was registered, along with the company's name, in 1948. PUMA's shoe and clothing designs feature the PUMA logo and the distinctive "Formstrip" which was introduced in 1958.
- 1 Sponsorships
- 2 History
- 3 Sponsorship
- 4 References
- 5 External links
PUMA offers products for Football, Running, Training and Fitness, Golf, Motorsports and LIfestyle. In the past, it sponsored a number of legendary athletes, including Pelé, Eusébio, Johan Cruyff, Diego Maradona, Clyde Frazier, Lothar Matthäus, Boris Becker, Martina Navratilova, Linford Christie, Colin Jackson, Heike Drechsler and Michael Schumacher among others.
Currently, international footballers Antoine Griezmann, Olivier Giroud, Gianluigi Buffon and Marco Reus are sporting PUMA football boots. It also has the world’s fastest man and Jamaican track athlete Usain Bolt under contract.
In terms of football clubs, PUMA sponsors Arsenal FC, Borussia Dortmund and Leicester City F.C. National football teams Italy, Switzerland, Austria and Uruguay and Olympic Handball Champion Denmark are also endorsed. In Track & Field, PUMA sponsors the Jamaican, Cuban, Barbados Athletic Associations.
In order to support its women’s business, PUMA endorses fashion icons Rihanna and Kylie Jenner. In December 2014, Rihanna was also named Creative Director, overseeing direction of the womenswear line in December 2014.
Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline ran a small laundry in the Franconian town of Herzogenaurach, 20 km (12.4 mi) from the city of Nuremberg. After leaving school their son, Rudolf Dassler, joined his father at the shoe factory. When he returned from fighting in World War I, Rudolf received a management position at a porcelain factory, and later in a leather wholesale business in Nuremberg.
Rudolf returned to Herzogenaurach in 1924 to join his younger brother, Adolf, nicknamed "Adi", who had founded his own shoe factory. They named the new business "Gebrüder Dassler Schuhfabrik" (Dassler Brothers Shoe Factory). The pair started their venture in their mother's laundry. At the time, electricity supplies in the town were unreliable, and the brothers sometimes had to use pedal power from a stationary bicycle to run their equipment.
Adolf drove from Bavaria to the 1936 Summer Olympics in Berlin with a suitcase full of spikes and persuaded United States sprinter Jesse Owens to use them, the first sponsorship for an African American. Owens won four gold medals. Business boomed; the Dasslers were selling 200,000 pairs of shoes annually before World War II.
Company split and creation of PUMA
Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party. A growing rift between the brothers reached a breaking point during a 1943 Allied bomb attack. Adi and his wife climbed into a bomb shelter that Rudolf and his family were already in. "Here are the bloody bastards again," Adi remarked, apparently referring to the Allied war planes, but Rudolf, due to his apparent insecurity, was convinced his brother meant him and his family. When Rudolf was later picked up by American soldiers and accused of being a member of the Waffen SS, he was convinced that his brother had turned him in.
The brothers split the business in 1948. Rudolf moved to the other side of the Aurach River to start his own company. Adolf started his own sportswear company using a name he formed using his nickname—Adi—and the first three letters of his last name—Das—to establish Adidas. Rudolf created a new firm that he called "Ruda", from "Ru" in Rudolf and "Da" in Dassler. Rudolf's company changed its name to PUMA Schuhfabrik Rudolf Dassler in 1948.
Early years and rivalry with Adidas
In 1948, the first football match after World War II, several members of the West German national football team wore PUMA boots, including the scorer of West Germany's first post-war goal, Herbert Burdenski. Four years later, at the 1952 Summer Olympics, 1500 metres runner Josy Barthel of Luxembourg won PUMA's first Olympic gold in Helsinki, Finland.
At the 1960 Summer Olympics PUMA paid German sprinter Armin Hary to wear PUMAs in the 100 metre sprint final. Hary had worn Adidas before and asked Adolf for payment, but Adidas rejected this request. The German won gold in PUMAs, but then laced up Adidas for the medals ceremony, to the shock of the two Dassler brothers. Hary hoped to cash in from both, but Adi was so enraged he banned the Olympic champion.
For the fiscal year 2003, the company had revenue of €1.274 billion. PUMA were the commercial sponsors for the 2002 anime series Hungry Heart: Wild Striker, with the jerseys and clothing sporting the PUMA brand. PUMA ranks as one of the top shoe brands with Adidas and Nike.
The company has been led by former football professional Bjørn Gulden (CEO) since July 1, 2013.
PUMA is the main producer of enthusiast driving shoes and race suits. They are the primary producer for Formula One and NASCAR clothing. They won the rights to sponsor the 2006 FIFA World Cup champions, the Italian national football team, making and sponsoring the clothing worn by the team. They entered a partnership with Ferrari, Ducati and BMW to make PUMA-Ferrari, PUMA-Ducati and PUMA-BMW shoes. On 15 March 2007 PUMA launched its 2007/2008 line of uniforms for a club, and Brazilian football club Grêmio will be the first to use the laser-sewn technology, similar to that worn by Italy at the 2006 World Cup, because their season starts six months earlier than European clubs.
Rihanna was named Creative Director of PUMA overseeing direction of the womenswear line in December 2014.
As of 2014, PUMA SE employs more than 10,000 people worldwide and distributes its products in more than 120 countries.
Special editions of King football boots
In 2008, PUMA commemorated the 40th anniversary of the "King" model of boots with a special anniversary edition, the King XL (XL is 40 in Roman Numerals), a tribute to Portuguese footballer Eusébio, who scored 42 goals with King boots in 1968, winning the Golden Boot Award as Europe's leading scorer. PUMA has continued to release new versions of the King range, and released a version in 2009 to celebrate the history of Italian soccer, and in particular the PUMA King XL Italia, in honour of double World Cup winning coach Vittorio Pozzo.
In 2010, a PUMA King model was released commemorating the 50th birthday of Diego Maradona, with a model called the PUMA King Diego Finale football boot. This edition was created in the colours of La Albiceleste, the Argentina National football team.
Takeover by PPR
In February 2007 PUMA reported that its profits had fallen by 26% to €32.8 million ($43 million; £22 million) during the final three months of 2006. Most of the decline in profits was due to higher costs linked to its expansion; sales rose by more than a third to €480.6 million.
In early April 2007 PUMA's shares rose €29.25 per share, or about 10.2%, at €315.24 per share.
On 10 April 2007 French retailer and owner of Gucci brand Pinault-Printemps-Redoute (PPR) announced that it had bought a 27% stake in PUMA, clearing the way for a full takeover. The deal values PUMA at €5.3 billion. PPR said that it would launch a "friendly" takeover for PUMA, worth €330 a share, once the acquisition of the smaller stake was completed. The board of PUMA welcomed the move, saying it was fair and in the firm's best interests.
As of July 2007 PPR owns over 60% of PUMA stock.
In July 2011 the company completed a conversion from an Aktiengesellschaft (German public limited company) to a Societas Europaea, the European Union-wide equivalent, changing its name from PUMA AG Rudolf Dassler Sport to PUMA SE. At the same time, Franz Koch replaced the long-serving Jochen Zeitz as the firm's CEO, with Zeitz becoming chairman.
||The neutrality of this section is disputed. (October 2012) (Learn how and when to remove this template message)|
Organizations that were promoting fair trade and worker's rights did not criticize PUMA's employment practices in their developing world factories, predominantly relating to workers in China, Turkey, El Salvador, and Indonesia.
PUMA, like many globalised corporations, believes that "an increasingly networked global economy does not only pose risks but provides opportunities as well. This involves the creation of new jobs in emerging and developing countries, the export of know-how and environmental and social standards and the import of new ideas from different cultures. A sudden withdrawal from our sourcing countries wouldn’t be a fair and sustainable solution because it wouldn’t change the current situation in the factories. Having a major stake due to high order volumes, PUMA and other global brands can actively exert influence and enforce international standards." 
Freedom of association
PUMA’s 2009 supplier list included close to 350 suppliers, the majority of which are located in Asia, predominately China, followed by Vietnam. In these locations, PUMA reports that the rights of freedom of association and collective bargaining have been difficult to enforce.
PUMA is currently undertaking research into finding a practical solution to the problem of low wages in Asia, and is working with suppliers in Indonesia, India, and Cambodia to assess the feasibility of a minimum living wage. Labour organisations, such as the Asia Floor Wage campaign, hope that this process will lead to the implementation of living wages in the future. In the meanwhile, PUMA has admitted that it is still trying to achieving full compliance with the minimum wage at a number of its suppliers.
Steps in the right direction
The company has made some steps towards greater transparency. In 2000 PUMA began auditing all of its suppliers on a yearly basis, and makes the results available in its sustainability reports. Since 2005 it has publicly provided a list of its suppliers.
PUMA has made a strong commitment to respecting workers rights in some areas. For example, PUMA has obtained the Ethical Clothing Australia accreditation for its Australian-made products. This labour-friendly accreditation applies to only a tiny percentage of PUMA’s total production.
In May 2011, The Guardian released an article saying that PUMA was "world's first major company to put a value on its environmental impact". According to the article the company "has made a commitment that within four years, half its international collections will be manufactured according to its internal sustainability standard, by using more sustainable materials such as recycled polyester, as well as ensuring its suppliers develop more sustainable materials and products."
- 1920: Rudolf Dassler and his brother Adolf start making sports shoes.
- 1924: Foundation of Gebrüder Dassler Schuhfabrik, Herzogenaurach, Germany.
- 1948: After increasingly different views of how to run the business, the brothers split in 1948. Rudolf moved to the other side of the Aurach River to start his own company. Adolf started his own company using a name he formed using his nickname—Adi—and the first three letters of his last name—Das—to establish Adidas. Rudolf created a new firm that he called "Ruda", from "Ru" in Rudolf and "Da" in Dassler. A few months later, Rudolf's company changed its name to PUMA Schuhfabrik Rudolf Dassler.  In the same year, PUMA’s first football boot, the “ATOM”, was launched. Several members of the West Germany national team wore PUMA boots in the first post-war football match against Switzerland in 1950, including Herbert Burdenski, who scored West Germany’s first post-war and winning goal.
PUMA and Adidas entered a fierce and bitter rivalry after the split. The town of Herzogenaurach was divided on the issue, leading to the nickname "the town of bent necks"—people looked down to see which shoes strangers wore. Even the town's two football clubs were divided: ASV Herzogenaurach club supported Adidas, while 1 FC Herzogenaurach endorsed Rudolf's footwear. When handymen were called to Rudolf's home, they would deliberately wear Adidas shoes. Rudolf would tell them to go to the basement and pick out a pair of free PUMAs. The two brothers never officially reconciled.
- 1949: Rudolf Dassler has the idea of football shoes with removable studs. He begins working on their development and production.
- 1952: Rudolf Dassler successfully developed a football boot with screw-in studs in collaboration with experts, such as West Germany’s national coach Sepp Herberger. The launch of the “SUPER ATOM” in 1952, the world’s first boot with screw-in studs, marked the beginning of PUMA’s highly successful heritage in football. At the 1952 Summer Olympics, 1500 metres runner Josy Barthel of Luxembourg won PUMA’s first Olympic gold in Helsinki, Finland.
- 1953: Development of ATOM's successor: the BRASIL. 
- 1954: PUMA celebrated a big success in athletics when Heinz Fütterer broke the 100m world record in Yokohama, Japan, sporting PUMA running shoes. Four years later, he set another world record in the 4x100-m relay.
- 1958: PUMA introduced its trademark logo, the PUMA formstrip. In the same year, PUMA football boots were the only German-made football boots in the final of the World Cup in Sweden.
- 1959: The company is transformed into a limited partnership named PUMA-Sportschuhfabriken Rudolf Dassler KG. 
- 1960: PUMA partner Armin Hary won gold in the 100m competition at the Olympic Games in Rome. In the same year, PUMA became the first sports shoe manufacturer to use the technologically advanced vulcanization production technique, whereby the sole and the shaft of the boot are bonded. This innovation helped PUMA athletes to achieve top performances.
- 1962: Pelé, for the second time in a row, wins the World Cup in Chile with Brazil in PUMA boots.
- 1966: Portuguese striker sensation Eusebio was the top scorer of the 1966 World Cup in England. In honour of this accomplishment and Eusebio’s continued fantastic form, PUMA introduced the legendary King boot in 1968.
- 1968: The “Sacramento” brush spike amazed with its innovative brush soles – 68 small, only 4mm long bristles in the front area of the foot: Numerous American athletes, who wore the boot, set new world records just a few weeks prior to the games in Mexico. However, according to the association, the shoe was deemed “too dangerous” and consequently banned. All athletes wearing the shoe had their world records withdrawn – a fact that has not been rectified until today. Nonetheless, PUMA athlete Tommie Smith won gold in the 200m in similar PUMA spikes and caused a stir: he and his teammate John Carlos (bronze) raised their fists in the Black Power salute, protesting against discrimination of African Americans and other minorities in the USA, apartheid and racism. In addition to Tommie Smith, Lee Evans (400m, 4x400m), Willie Davenport (110m high hurdles) and Bob Seagren (pole-vault) won gold wearing PUMA shoes.
- 1970: A few months prior to the 1970 FIFA World Cup, Armin Dassler (Rudolf's son) and his cousin, Horst Dassler (Adi's son), sealed an agreement which was dubbed "The Pelé pact". This agreement dictated that soccer player Pelé would be out of bounds for both Adidas and PUMA. However, Pelé complied with a request by PUMA's representative Hans Henningsen to increase the awareness and profile of PUMA after he received $120,000 to wear the Formstrips. At the opening whistle of a 1970 World Cup finals match, Pelé stopped the referee with a last-second request to tie his shoelaces before kneeling down to give millions of television viewers a close-up of his PUMA shoes. This outraged Horst, and future peace agreements were called off.
- 1972: Two years later, during the 1972 Summer Olympics, PUMA provided shoes for the Ugandan 400 metres hurdles champion, John Akii-Bua. After Akii-Bua was forced out of Uganda by its military government, PUMA employed him in Germany. Eventually Akii-Bua returned to Uganda.
- 1973: Basketball’s Walt “Clyde” Frazier made a name for himself on the court by stealing the ball from his opponents and off the court with his signature colorful style. When he asked for a custom-made pair of Suedes, PUMA reconfigured the original, making it lighter and wider and stamping his moniker on the side – the PUMA Clyde is born. Frazier famously wore his Clydes with alternating Formstripes, fedoras and long sideburns.
- 1974: At the World Cup in Germany, “Player of the Tournament” Johan Cruyff wore PUMA football boots and wins the prestigious “European Footballer of the Year” award for the second time in a row. The Dutch national team wore orange jerseys featuring the three stripes of Adidas. Team captain Johan Cruyff, however, was a PUMA athlete and felt closely connected to the brand; he refused to play in a different outfit. So a custom-made design was made for him, featuring only two stripes. That same year, Rudolf Dassler died on October 27. Both his sons Armin and Gerd inherited the company and after a legal dispute between the two, Armin Dassler took over the company.
- 1976: Introduction of the S.P.A.-Technology.
- 1977: In tennis, PUMA also established a reputation as a supplier of top athletes: In 1977, the Argentinean Guillermo Vilas won the French, the US and the Australian Open wearing PUMA tennis shoes.
- 1984: Evelyn Ashford won two Gold medals (100 meters/ 4x100 meters) in PUMA spikes at the Olympic Games in Los Angeles.
- 1985: As the youngest, first unseeded and first German player, Boris Becker became Wimbledon champion, all whilst wearing PUMA shoes and sporting a PUMA racket. Becker was one of the first players to adopt a mid-top shoe. He worked closely with PUMA to develop his signature model which prevented ankle turning, therefore encouraging more risk-taking on the court.
From 1984 to 1987, PUMA also had Martina Navrátilová under contract, the most successful female tennis player of her time.
- 1986: Transformation into a stock corporation. The company went public as “PUMA AG” and the PUMA stock was traded on the Munich and Frankfurt stock exchanges. In the world of football, one player was dominating the headlines: four years after his first World Cup appearance in Spain, Diego Armando Maradona went down in history with his second goal in the quarter-finals of the World Cup in Mexico against England. He passed 6 players, touched the ball 11 times and scored the “Goal of the Century”. He was awarded the Golden Ball as the tournament’s best player and leads Argentina to its second World Cup title after 1978. Maradona had played every minute of every game – and he had played them in KINGs.
- 1989: Launch of the TRINOMIC sport shoe system.
- 1989: Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 percent stake in PUMA to Swiss business Cosa Liebermann SA.
- 1990: Introduction of INSPECTOR, a growth control system for children's shoes.
- 1991: Launch of the DISC SYSTEM sports shoe.
- 1992: Capital increase by DM 20 million, share capital reaches DM 70 million.
- 1993: Jochen Zeitz is appointed Chairman and CEO, Proventus/Aritmos B.V. becomes majority shareholder.
- 1994: The first profit since the company's IPO in 1986 is registered.
- 1996: PUMA is listed in the German M-DAX index; introduction of the CELL technology, the first foam-free midsole.
- 1997: Launch of the CELLERATOR.
- 1998: PUMA starts a collaboration with designer Jil Sander.
- 1999: PUMA becomes an official on-field supplier of the NFL, a legacy reflected in the numeral font of the Tennessee Titans jersey which still uses the original PUMA design. PUMA is the uniform manufacturer for both Super Bowl teams that year: the Titans and St. Louis Rams.
- 2000: Production of fireproof footwear in partnership with Porsche and Sparco.
- 2001: Acquisition of the Scandinavian Tretorn Group.
- 2002: PUMA ends tenure as an on-field supplier for the NFL, when Reebok is announced as the league's sole official uniform and apparel sponsor for 10 years (2002-2011).
- 2002: Launch of the SHUDOH.
- 2003: Majority shareholder Monarchy/Regency sells its shareholdings to a broad base of institutional investors.
- 2004: Collaborative partnership with world-renowned designer Philippe Starck.
- 2005: Mayfair Vermögensverwaltungsgesellschaft mbh acquires a total of 16.91% shareholding.
- 2006: The company is listed in the Dow Jones Sustainability Index; Introduction of the S.A.F.E. concept, a specific tool developed to continuously improve social and environmental standards. Shoe collection in cooperation with Alexander McQueen. Italy would go on to win the 2006 World Cup. Due to PUMA's sponsorship of the Italian national team, many of the teams' players wore PUMA boots.
- 2007: Voluntary public take-over by Pinault-Printemps Redoute; Prolongation of the contract with Jochen Zeitz by five years.
- 2008: Melody Harris-Jensbach is appointed Deputy CEO; Designer and artist Hussein Chalayan becomes Creative Director, PUMA also acquires a majority stake in Chalayan's business and Hussein Chalayan. 
- 2010: Signs two-year deals to make the kits of Newcastle United, Motherwell, Hibernian, Burnley & Preston North End from the 2010–11 season.
- 2010: PUMA announced it would acquire 100 percent of Cobra Golf, based in Carlsbad, California, from Fortune Brands Inc., but did not provide any financial details.
- 2011: Signs a deal to make kits of Dinamo Zagreb from the 2011–12 season.
- 2011: Signs a three-year deal with A-League champions Brisbane Roar.
- 2012: Signs an eight-year deal to make kits for Borussia Dortmund, starting from the 2012-13 season.
- 2013: Signs a five-year deal to make kits for Rangers from the 2013-14 season.
- 2013: Agrees to make kits for Football League Championship side Wolverhampton Wanderers on a four-year deal.
- 2013: Signs a five-year kit deal with Serbian side Red Star Belgrade.
- 2014: Signs a five-year kit deal worth £30 million-a-year with Arsenal.
- 2014: Rihanna is named PUMA's global brand ambassador for women's training and PUMA Women's Creative Director, overseeing the direction of the womenswear line, working in partnership with PUMA's Internal Product Creation team.
- 2015: Signs a three-year kit deal with Greek side Panathinaikos
PUMA is a sponsor of sporting events and identities internationally. The company sponsors numerous footballers and national football teams; the "Formstrip" especially has a heavy presence in Africa. PUMA is the sponsor of a number of Bundesliga clubs, most notably Borussia Dortmund.
In cricket, PUMA is the official apparel sponsor for the Sunrisers Hyderabad (representing the city of Hyderabad), and Rajasthan Royals (representing the city of Jaipur) in the Indian Premier League. International cricketers such as Yuvraj Singh, Craig Kieswetter, Adam Gilchrist and Brendon McCullum are sponsored by the brand.
In Rugby Union, PUMA entered an eight-year contract as official apparel sponsor of the Irish Rugby team that commenced with the 2009–10 season. Under the agreement, PUMA supplies the team kit and training equipment and markets replica kits. PUMA also sponsor English premiership side Bath.
The Indian Super League announced in September 2014 that the PUMA EvoPower 1 Statement ball would become its official match ball. PUMA is also the official kit sponsor for Indian Super League teams Kerala Blasters, Mumbai City FC and Delhi Dynamos.Chennaiyin
Since the announcement in 2014 of Rihanna becoming the Global Ambassador of PUMA. There's been huge anticipation for the superstars collection. During New York Fashion week Feb. 12, 2016 the Fenty collection was launched. Known as the sponsers of Beitar Jerusalem at 2015/16 season.
- Smit 2009, p. 31.
- Smit 2009, p. 33.
- Cite error: The named reference
:0was invoked but never defined (see the help page).
- "The Town that Sibling Rivalry Built, and Divided". Deutsche Welle – dw-world.de. 7 March 2006. Retrieved 6 November 2010.
- "How Adidas and Puma were born - Rediff Sports". Rediff.com. 8 November 2005. Retrieved 2012-01-15.
- Smit 2009, p. 18.
- "Puma AG Rudolf Dassler Sport". Fundinguniverse.com. Retrieved 6 November 2010.
- Matthews, Peter (2012-03-22). Historical Dictionary of Track and Field. Scarecrow Press. ISBN 9780810879850.
- "PUMA® – History". about.puma.com. Retrieved 2015-09-03.
- Thomas, Rob (2015-01-07). Big Data Revolution: What Farmers, Doctors, and Insurance Agents Can Teach Us about Patterns in Big Data. John Wiley & Sons. ISBN 9781118943717.
- initclock() (19 August 2011). "The Top Ten Shoe Companies In The World| Top Tens List| World Tens". World Tenz. Retrieved 2012-01-15.
- Lauren Milligan (16 December 2014). "Rihanna Named Creative Director Of Puma". Vogue (magazine).
- "PUMA® – PUMA at a Glance". about.puma.com. Retrieved 2015-09-03.
- Byrne, +Bryan. "Puma King XL 40th Anniversary Edition". Soccer Cleats 101. Retrieved 2015-09-03.
- "Puma King XL Italia Review". Soccer Cleats 101. 6 January 2010. Retrieved 2012-01-15.
- "Puma King Diego". Soccer Cleats 101. 14 December 2010. Retrieved 2012-11-11.
- "Puma sees sharp fall in profit". BBC News. 19 February 2007. Retrieved 22 May 2010.
- "Puma's shares surge on bid rumour". BBC News. 5 April 2007. Retrieved 22 May 2010.
- "Gucci-firm PPR buys stake in Puma". BBC News. 10 April 2007. Retrieved 22 May 2010.
- "Koch ist neuer Puma-Chef". Focus (in German). 25 July 2011. Retrieved 3 August 2011.
- Passariello, Christina. "Puma Names New CEO". Wall Street Journal. ISSN 0099-9660. Retrieved 2015-09-03.
- "Eliminating Child Labour from the Sialkot Soccer Ball Industry" (PDF). greenleaf-publishing.com. Retrieved 12 November 2010.
- ITGLWF, Puma Supplier List, 2009.
- Puma, Sustainability Report 2007–2008, 2009. Retrieved 20 January 2011, p. 31.
- Shramana Ganguly Mehta, 'Puma to share labour costs borne by suppliers'. The Economic Times. 12 August 2010. Retrieved 20 January 2011.
- Puma, Sustainability Report 2007–2008, 2009, accessed at 20 January 2010.
- Puma, Puma releases 2007–2008 Sustainability Report, 2009. Retrieved 20 January 2011.
- Ethical Clothing Australia, Accredited sports brands. Retrieved 20 January 2011.
- Jo Confino (16 May 2011). "Puma world's first major company to put a value on its environmental impact". The Guardian.
- "The History of Adidas and Puma". Retrieved September 2015. Check date values in:
- Ramachandran, Arjun (18 September 2009). "Town divided by tale of two shoes". Sydney Morning Herald. Retrieved 6 November 2010.
- "The hatred and bitterness behind two of the world's most popular brands". Fortune. Retrieved 2015-09-03.
- "SFMOMA | SFMOMA | Explore Modern Art | Our Collection | PUMA | About". San Francisco Museum of Modern Art. Retrieved 2015-09-03.
- "PUMA® – PUMA rewriting football history". about.puma.com. Retrieved 2015-09-03.
- "Puma Football and Basketball Uniforms". Retrieved 2015-09-03.
- "History of Puma AG Rudolf Dassler Sport – FundingUniverse". www.fundinguniverse.com. Retrieved 2015-09-03.
- "PUMA LAUNCHES SUEDE STORY WEBSITE - Sneaker Freaker". Retrieved 2015-09-03.
- Smit 2009, p. 82.
- "The John Akii Bua Story: An African Tragedy". SpeedEndurance.com. Retrieved 2015-09-03.
- "20 Sneakers That Have Lived Double Lives - PUMA Clyde". Retrieved 2015-09-03.
- "PUMA® – PUMA is a European Corporation". about.puma.com. Retrieved 2015-09-03.
- "Killing It In Running Science For Over 80 Years - 1989: The Trinomic Sole: PUMA's Most Advanced Tech Yet". Retrieved 2015-09-03.
- "Jochen Zeitz | Kering". www.kering.com. Retrieved 2015-09-03.
- O'brien, Kevin J. (2004-03-12). "Focusing on Armchair Athletes, Puma Becomes a Leader". The New York Times. ISSN 0362-4331. Retrieved 2015-09-03.
- "Annual Report" (PDF). Retrieved September 2015. Check date values in:
- "Quaker City Mercantile: News & Press - Puma Launches New Marketing Strategy". quakercitymercantile.com. Retrieved 2015-09-03.
- "The Catalyst". Retrieved 2015-09-03.
- "tretorn-acquired-authentic-brands-group". Retrieved September 2015. Check date values in:
- "Reebok, NFL try fresh start - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global". m.sportsbusinessdaily.com. Retrieved 2015-09-03.
- "Monarchy Regency sells its stake in Puma - New Europe". Retrieved 2015-09-03.
- "PUMA® – PUMA Announces Collaboration with Philippe Starck". about.puma.com. Retrieved 2015-09-03.
- "PUMA® – Mayfair acquires a stake in PUMA". about.puma.com. Retrieved 2015-09-03.
- "PUMA® – PUMA becomes Industry Leader in Dow Jones Sustainability Index". about.puma.com. Retrieved 2015-09-03.
- Puma. "PUMA(R) Announces Collaboration with Alexander McQueen -- LONDON, May 31 /PR Newswire UK/ --". www.prnewswire.co.uk. Retrieved 2015-09-03.
- "World Cup Apparel Wars". Forbes. Retrieved 2015-09-03.
- "PUMA® – PUMA welcomes PPR as its new strategic shareholder and its voluntary take-over offer". about.puma.com. Retrieved 2015-09-03.
- "PUMA® – Contract with PUMA's CEO Jochen Zeitz extended ahead of schedule". about.puma.com. Retrieved 2015-09-03.
- Energy, We Are. "Jack Wolfskin Appoints Melody Harris-Jensbach Chief Executive". snowindustrynews.com. Retrieved 2015-09-03.
- "Hussein Chalayan Appointed Creative Director of Puma". www.adweek.com. Retrieved 2015-09-03.
- "Spurs sign new kit deal". Sport.co.uk. Retrieved 2015-09-03.
- "Puma acquires Cobra Golf". 10 March 2010. Retrieved 11 March 2010.
- "A-League Football Club". Brisbane Roar. Retrieved 2012-01-15.
- Bäumer, Matthias (26 August 2012). "Borussia Dortmund agree an eight-year deal with Puma in a lucrative deal with the German club". London: Football Shirt Maker. Retrieved 2011-10-26.
- "Rangers Football Club sign kit deal with Puma - BBC News". Retrieved 2015-09-03.
- "Wolves agree £1m four-year Puma kit deal « Express & Star". www.expressandstar.com. Retrieved 2015-09-03.
- "Puma take over Red Star Belgrade Shirts - Football Shirts News". Retrieved 2015-09-03.
- "Arsenal announce £150m deal". London: Your Daily Arsenal. 8 May 2013. Retrieved 2013-05-11.
- David Siders. "Rhianna Gamechanger". UK Puma. Retrieved 4 June 2014.
- "2015-16 Bundesliga Kits Special - All 15-16 Bundesliga Jerseys in Pictures". Footy Headlines. Retrieved 2015-09-03.
- "PUMA Announces Deccan Chargers Sponsorship". Cricket World. 18 March 2009. Retrieved 2012-01-16.
- "2008 Ipl Champions Rajasthan Royals Gear Up To Ipl 2009 With A Slew Of Initiatives". Rajasthanroyals.com. 7 March 2009. Retrieved 2012-01-16.
- "Puma UK - Overview". Cricket World. Retrieved 2012-01-16.
- Editor (30 March 2009). "Irish Rugby : News Archive : IRFU And PUMA Announce Partnership". Irishrugby.ie. Retrieved 2012-01-16.
- "Bath extend Puma deal". Retrieved 2015-09-03.
- Davy, Abby. "Puma Sponsored Professional Athletes". YourSports 1. YourSports1. Retrieved 17 October 2015.
- "PGA Tour stars Rickie Fowler and Jonas Blixt wear matching outfits". Retrieved 2015-09-03.
- "DeChambeau signs with Cobra Puma, Bridgestone | Golf Channel". Golf Channel. Retrieved 2016-04-25.
- "Puma Makes a Multimillion-Dollar Bet on a Slower Usain Bolt". BloombergView. Retrieved 2015-09-03.
- "Agility Studios Inks Deal with Acclaimed Director Jon M. Chu for 'Legion of Extraordinary Dancers' | Business Wire". www.businesswire.com. Retrieved 2015-09-03.
- "Meek Mill Signs PUMA Endorsement Deal". Retrieved 2015-09-03.
- "PUMA and Arsenal announce partnership". Arsenal F.C. 7 January 2014.
- Atanu Mitra (30 September 2014). "ISL announces PUMA as their ball partner". Goal.com.
- Toby Antony, Rahul Preeth and Adwaidh Rajan (6 November 2014). "Come on Kerala, Let's football!". The New Indian Express.
- "Euro 2016: 'I hope PUMA doesn't produce condoms'". cnn.com. 20 June 2016.
Media related to Puma AG footwear at Wikimedia Commons