The sports brand founded in 1948 by Rudolf Dassler mastered the game of getting noticed through outstanding products and perfect product placement at an early stage. Along with their strong presence in football and athletics, it was the tennis boom of the 1980s that finally shot Puma into the premier league of sports equipment manufacturers. After the arrival of breakdance and the hip-hop culture, the Puma Suede quickly became the absolute must-have sneaker for B-boys and girls across the globe and already celebrated its 50th anniversary in 2018. In the 1990s, major innovations from Puma were the Puma Disc non-lacing system and their Trinomic cushioning technology. In addition to probably the most well-known brand ambassador and exceptional athlete Usain Bolt, Puma has signed collaborations with pop icons Rihanna and The Weeknd in recent years. New sneaker styles are continually being released from the highly coveted Fenty and XO collections and constantly re-defining the status quo in sneaker design.