Puma

The other Dassler brother's company, third in a two-horse market, now shrinking on purpose while a Chinese group buys the biggest stake.

Big name·Global·Founded 1948·Members

At a glance

Founded: 1948 in Herzogenaurach, Germany, after Rudolf Dassler walked out of the shoe factory he had run with his brother.¹ The PUMA name was registered on 1 October that year.¹
Founded by: Rudolf Dassler, who started again in January 1948 with 15 employees in a converted store building.¹ He and his brother Adolf had registered Gebrüder Dassler Sportschuhfabrik together on 1 July 1924.¹
Home: Still Herzogenaurach in Bavaria, the small town Adidas also calls home.²
Owned by: Listed on the Frankfurt Stock Exchange since 1986.² Anta Sports agreed in January 2026 to buy 29.06 per cent from Groupe Artémis, the Pinault family holding company, which would make Anta the largest shareholder.²⁵
What it sells: Footwear, apparel and accessories, split between football, running, training, motorsport and the part of the business it calls Sportstyle.³⁶
Size: Sales of €7,296.2 million in 2025, down 8.1 per cent currency-adjusted, with a net loss from continuing operations of €643.6 million.⁴

How it got here

1924

1 of 3

Rudolf and Adolf Dassler register Gebrüder Dassler Sportschuhfabrik in Herzogenaurach on 1 July, working out of their parents' house.¹

PUMA CATch up: PUMA's Founding Story ↗

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Sources for what is above

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