The Puma story
Puma was founded in 1948 in Herzogenaurach, Bavaria, by Rudolf Dassler after he split from his brother Adolf, who went on to found adidas across the river in the same small town. The rivalry between the two brothers became one of the best-known stories in sport.
What makes Puma powerful
Puma built its power on the feet of great athletes, from Pelé at the 1970 World Cup to Usain Bolt on the track. Its leaping cat logo and the Formstrip on its shoes are recognised worldwide, and the brand has long mixed sport with street style through partnerships with designers and musicians.
Puma today
Puma is listed in Germany and still headquartered in Herzogenaurach. After years under Kering's control it became independent in 2018, with the Pinault family holding company Artémis as its largest shareholder. In 2026 China's Anta Sports agreed to buy that stake of about 29 percent, a change WCRC will review under its origin rule.
What comes next for Puma
Under chief executive Arthur Hoeld, Puma is working to sharpen its brand, clear excess stock and win back full-price sales. Football and running, its historic strengths, are at the centre of that plan.
Why Puma ranks #76
Brand Positioning & Recall (78.0) and Product, Innovation & Delivery (66.0) carry Puma's Power Score of 67.52.
Digital Presence & Financial Soundness at 56.0. What would move it: Stronger digital engagement and clearer published financial reporting at brand level.
Pillar profile
Versus its nearest rivals
2 Sportswear brands are in the Europe 100. Puma is #2 in its sector.
Questions people ask
What rank is Puma in WCRC's Europe's Most Powerful 100 Brands 2026?
Puma ranks #76 of 100 in Europe's Most Powerful 100 Brands 2026, with a WCRC Power Score of 67.52 out of 100.
When was Puma founded and who founded it?
Puma was founded in 1948. Founder(s): Rudolf Dassler.
What is Puma's weakest area?
In the 2026 assessment, Puma's lowest pillar is Digital Presence & Financial Soundness at 56.0 out of 100.
Who leads Puma today?
Arthur Hoeld, CEO. The brand is owned by PUMA SE.
Where is Puma headquartered?
Puma is based in Herzogenaurach, Germany. Its country of origin is Germany.
What is Puma's revenue?
€7.30bn sales (FY2025, -8.1% currency-adjusted), according to the company's published results.
What is a signature fact about Puma?
Puma was founded by Rudolf Dassler, brother of adidas founder Adi Dassler, in the same small town.
Key facts
| Brand | Puma |
|---|---|
| Company / owner | PUMA SE |
| Headquarters | Herzogenaurach, Germany |
| Founded | 1948 |
| Founder(s) | Rudolf Dassler |
| Leadership | Arthur Hoeld, CEO |
| Latest revenue | €7.30bn sales (FY2025, -8.1% currency-adjusted) Source |
| Sector | Sportswear |
| Country of origin | Germany |
| Signature fact | Puma was founded by Rudolf Dassler, brother of adidas founder Adi Dassler, in the same small town. |
| Official website | puma.com |
Puma is ranked #76 in WCRC's Europe's Most Powerful 100 Brands 2026 (Power Score 67.52).