Founded in 1948 by Rudolf Dassler, the sports brand knew early on how to cause a stir with outstanding products and perfect product placement. In addition to its strong involvement in football and athletics, it was the tennis boom of the 1980s that finally lifted Puma into the premier league of sporting goods manufacturers. With the emergence of breakdancing and hip hop culture, the Puma Suede soon became the must-have sneaker for b-boys and girls worldwide and can celebrate its now 50th anniversary in 2018. In the 90's, the Puma Disc lacing and Trinomic cushioning were the most definitive innovations from the house of Puma. In addition to the most famous brand ambassador and exceptional athlete Usain Bolt, Puma was able to win pop icons Rihanna and The Weeknd for collaborations in recent years. From the highly coveted Fenty and XO collections, new sneaker creations are continuously being created that redefine the status quo in terms of sneaker design.