Puma SE

Puma SE
Societas Europaea
Traded as FWB: PUM
Industry Clothing and consumer goods manufacture
Founded 1924 as Gebrüder Dassler Schuhfabrik
(registered in 1948)[1]
Founder Rudolf Dassler
Headquarters Herzogenaurach, Germany
Area served
 Worldwide
Key people
 Jochen Zeitz (Chairman)
Bjørn Gulden(CEO)
Klaus Bauer(COO)
Products Footwear, sportswear, sports goods, fashion accessories
Revenue €2.706 billion (2010)[2]
€306.8 million (2010)[2]
Profit €202.2 million (2010)[2]
Total assets €2.367 billion (end 2010)[2]
Total equity €1.386 billion (end 2010)[2]
Number of employees
 9,310 (average, 2010)[2]
Parent Kering
Website www.puma.com

Puma SE (officially branded as PUMA) is a major German multinational company that produces athletic and casual footwear, as well as sportswear, headquartered in Herzogenaurach, Bavaria, Germany. The company was formed in 1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler. 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 makes football boots and has sponsored a number of footballers, including Pelé, Eusébio, Johan Cruyff, Diego Maradona, Lothar Matthäus, Kenny Dalglish, Thierry Henry, Robert Pires, Adam Lallana, Radamel Falcao, Sergio Agüero, Cesc Fàbregas, Olivier Giroud, Marco Reus, Marco Verratti, Gianluigi Buffon, Mario Balotelli and Diego Godin. Puma is the sponsor of the Jamaican track athlete Usain Bolt. The first endorser for Asian Region is Luhan (singer), a Chinese actor and singer. In the United States, the company is known for the suede basketball shoe it introduced in 1968, which eventually bore the name of New York Knicks basketball star Walt "Clyde" Frazier, and for its endorsement partnership with Joe Namath.

Following the split from his brother, Rudolf Dassler originally registered the new-established company as Ruda, but later changed to Puma.[3] 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 designs feature the distinctive "Formstrip",[4] with clothing and other products having the logo printed on them.

The company offers lines of shoes and sports clothing designed by Lamine Kouyate, Amy Garbers, and others. Since 1996 Puma has intensified its activities in the United States. Puma owns 25% of American brand sports clothing maker Logo Athletic, which is licensed by American professional basketball and association football leagues.

Since 2007 Puma has been part of French group Kering (formerly known as Pinault-Printemps-Redoute or PPR).

History

Background

Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline ran a small laundry in the Bavarian 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.[5]

Adi 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.[6]

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 said, apparently referring to the Allied war planes, but Rudolf was convinced his brother meant him and his family.[7] 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.[5]

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.[8]

A pair of Puma sport-lifestyle shoes with the company's distinctive "Formstripe" design

Early years and rivalry with Adidas

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.[9] Even the town's two football clubs were divided: ASV Herzogenaurach club supported Adidas, while 1 FC Herzogenaurach endorsed Rudolf's footwear.[5] 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.[5] The two brothers never reconciled, and although both are buried in the same cemetery, they are spaced apart as far as possible.

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.[6]

The Pelé pact and subsequent affairs

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 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 Formstripes.[6] 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 Pumas.[10] This outraged Horst, and future peace agreements were called off.

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.

Puma became a public company in 1986, and thereafter was listed on the Börse München and Frankfurt Stock Exchange.

In May 1989, Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 percent stake in Puma to Swiss business Cosa Liebermann SA.[11]

Present day

Puma SE employs more than 10,000 people worldwide and distributes its products in more than 120 countries. 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, after Reebok, Adidas, and Nike.[12]

The company has been led by CEO and Chairman Jochen Zeitz since 1993. His contract was extended until 2012 in October 2007.[13]

Japanese fashion guru Mihara Yasuhiro teamed up with Puma to create a high-end and high-concept line of sneakers[14]

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.[15]

Special editions of King football boots

In 2008 Puma commemorated the 40th anniversary of the "King" model of boots with a special anniversary edition,[16] 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.[17]

In 2010 a Puma King model was released commemorating the 50th birthday of Diego Maradona,[18] 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.[19]

In early April 2007 Puma's shares rose €29.25 per share, or about 10.2%, at €315.24 per share.[20]

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.[21]

Since 17 July 2007 PPR owns 62.1% of Puma stock. While PPR owns the majority of Puma's stock, Puma remains an independent company.

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.[22] At the same time, Franz Koch replaced the long-serving Jochen Zeitz as the firm's CEO, with Zeitz becoming chairman.

Controversy

Employment practices

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.[23][24][25]

Puma, like many globalised corporations, believes that "labour flexibility remains one of the key components to ensure that individual companies survive and grow". These "flexible" labour practices allow the company to manufacture quickly and cheaply, but often under exploitative conditions.[26]

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.[27] In these locations, Puma reports that the rights of freedom of association and collective bargaining have been difficult to enforce.[28] According to human rights and labour organisations,[29] Puma does not have adequate policies in place to encourage suppliers to recognise workers' union rights. Puma does not require suppliers to allow their workers to form a union, nor does it require suppliers to sign union access agreements.[30]

Puma frequently has short term contracts with its suppliers, which means that at any time it can leave an area, and its workers, if they can source their products more cheaply elsewhere.[31] This lack of stability does not give supplier factories a good incentive to respect workers' rights. For instance, in 2004 Puma decided to stop ordering garments from the Lian Thai factory in Thailand just after the factory had agreed to cease discrimination against trade union members.[31] In another incident, following the formation of an independent union at one of Puma’s Mexican suppliers, the company cut orders from the factory.[32]

Puma has not taken action to minimise the use of short term contracts,[26] though the prevalence of these contracts creates an atmosphere of economic insecurity and makes it difficult for workers to organise.

Low wages

In a number of regions, sportswear workers producing for Puma have been increasingly vocal about the serious inadequacy of their wages.[33] Puma has not yet made a full commitment to pay a living wage.[34] 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.[35] 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.[36]

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.[37] 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.[38] This labour-friendly accreditation applies to only a tiny percentage of Puma’s total production.

Environmental practices

In July 2011, Puma – along with other major fashion and sportswear brands including Nike, Adidas, and Abercrombie & Fitch – was the subject of a report by the environmental group Greenpeace entitled 'Dirty Laundry'. Puma is accused of working with suppliers in China who, according the findings of the report, contribute to the pollution of the Yangtze and Pearl Rivers. Samples taken from one facility belonging to the Youngor Group located on the Yangtze River Delta and another belonging to the Well Dyeing Factory Ltd., located on a tributary of the Pearl River Delta, revealed the presence of hazardous and persistent hormone disruptor chemicals, including alkylphenols, perfluorinated compounds, and perfluorooctane sulfonate.[39]

Less than two weeks after the release of the Dirty Laundry report, Puma made a public commitment to deal with the issues raised by Greenpeace. The company's statement asserts that "Puma is committed to eliminate the discharges of all hazardous chemicals from the whole lifecycle and all production procedures that are associated with the making and using of Puma products."[40] Greenpeace also confirmed Puma's commitment to eliminate all releases of hazardous chemicals from its entire product lifecycle, and across its global supply chain by 2020.[41]

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." [42]

Timeline

Puma goalkeeper gloves and Puma motorsport gloves
A pair of Puma Suede shoes,
a style introduced in 1968

Sponsorship

Usain Bolt wearing Puma shoes.

Puma is a sponsor of sporting events and identities in Germany and internationally. The company sponsors numerous footballers and national football teams; the "Formstripe" 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.[48][49] International cricketers such as Yuvraj Singh, Craig Kieswetter, Adam Gilchrist and Brendon McCullum are sponsored by the brand.[50]

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.[51] Under the agreement, Puma supplies the team kit and training equipment and markets replica kits. Puma also sponsor English premiership side Bath.

In golf, Puma sponsors Rickie Fowler and Jonas Blixt.

In track and field Puma is best known as the sponsor of Usain Bolt and the Jamaica athletics team.

Puma is also a sponsor of the web show The Legion of Extraordinary Dancers.

In January 2014 Puma and Arsenal F.C. announced a long-term Kit partnership that created the highest value deal in the history of both organisations.[52] The Indian Super League announced in September 2014 that the Puma EvoPower 1 Statement ball would become its official match ball.[53] Puma is also the official kit sponsor for ISL team Kerala Blasters.[54]

Footnotes

References
  1. ↑ "About Puma". Retrieved 19 June 2014.
  2. ↑ 2.0 2.1 2.2 2.3 2.4 2.5 "Annual Report 2010" (PDF). Puma AG. Retrieved 16 April 2011.
  3. ↑ Smit 2009, p. 31.
  4. ↑ Smit 2009, p. 33.
  5. ↑ 5.0 5.1 5.2 5.3 "The Town that Sibling Rivalry Built, and Divided". Deutsche Welle – dw-world.de. 3/7/06. Retrieved 6 November 2010. Check date values in: |date= (help)
  6. ↑ 6.0 6.1 6.2 "How Adidas and Puma were born - Rediff Sports". Rediff.com. 8 November 2005. Retrieved 2012-01-15.
  7. ↑ Smit 2009, p. 18.
  8. ↑ "Puma AG Rudolf Dassler Sport". Fundinguniverse.com. Retrieved 6 November 2010.
  9. ↑ Ramachandran, Arjun (18 September 2009). "Town divided by tale of two shoes". Sydney Morning Herald. Retrieved 6 November 2010.
  10. ↑ Smit 2009, p. 82.
  11. ↑ "Dasslers sell Puma to Cosa. (Armin and Gerd Dassler, Puma AG, Cosa Liebermann Ltd., sports clothing trade)". Daily News Record.
  12. ↑ initclock() (19 August 2011). "The Top Ten Shoe Companies In The World| Top Tens List| World Tens". World Tenz. Retrieved 2012-01-15.
  13. ↑ PUMA's News Archive (9 October 2007)
  14. ↑ "Double Select: luxury sneakers, limited edition footwear, street fashion footwear, | Puma history makes and models". Sneakerset.com. Retrieved 2012-01-15.
  15. ↑ url= http://www.vogue.co.uk/news/2014/12/16/rihanna-puma-creative-director-designer-sportswear
  16. ↑ SoccerCleatStars (28 October 2008). "Puma King XL 40th Anniversary Edition". Soccer Cleat Stars. Retrieved 2012-01-15.
  17. ↑ "Puma King XL Italia Review". Soccer Cleats 101. 6 January 2010. Retrieved 2012-01-15.
  18. ↑ "Puma King Diego". Soccer Cleats 101. 14 December 2010. Retrieved 2012-11-11.
  19. ↑ "Puma sees sharp fall in profit". BBC News. 19 February 2007. Retrieved 22 May 2010.
  20. ↑ "Puma's shares surge on bid rumour". BBC News. 5 April 2007. Retrieved 22 May 2010.
  21. ↑ "Gucci-firm PPR buys stake in Puma". BBC News. 10 April 2007. Retrieved 22 May 2010.
  22. ↑ "Koch ist neuer Puma-Chef". Focus (in German). 25 July 2011. Retrieved 3 August 2011.
  23. ↑
  24. ↑ "Fair Trade". change.org. Retrieved 12 November 2010.
  25. ↑ "Eliminating Child Labour from the Sialkot Soccer Ball Industry" (PDF). greenleaf-publishing.com. Retrieved 12 November 2010.
  26. ↑ 26.0 26.1 Play Fair Alliance, ‘Responses from Puma’, Clearing the Hurdles, 2009. Retrieved 15 January 2011, response to proposal B3.
  27. ↑ ITGLWF, Puma Supplier List, 2009.
  28. ↑ Puma, Sustainability Report 2007–2008, 2009. Retrieved 20 January 2011, p. 31.
  29. ↑ Includes Oxfam International and the International Labour Rights Forum.
  30. ↑ Play Fair Alliance, ‘Responses from Puma’, Clearing the Hurdles, 2009. Retrieved 15 January 2011.
  31. ↑ 31.0 31.1 Oxfam International, Offside! Labour rights and sportswear production in Asia, 2005, p. 72.
  32. ↑ Campaign for Labour Rights (CLR) After workers unionize, Puma cuts and runs from Mexico. 5 February 2003.
  33. ↑ See, e.g. Moore A, ‘Garment Strike in Phnom Penh Reaches Critical Mass: Will Adidas, Gap, and Puma Pay Workers A Living Wage?’ Truth Out, 17 September 2010.
  34. ↑ Play Fair Alliance, ‘Responses from Puma’, Clearing the Hurdles, 2009. Retrieved 15 January 2011, response to proposal B3
  35. ↑ Shramana Ganguly Mehta, 'Puma to share labour costs borne by suppliers'. The Economic Times. 12 August 2010. Retrieved 20 January 2011.
  36. ↑ Puma, Sustainability Report 2007–2008, 2009, accessed at 20 January 2010.
  37. ↑ Puma, Puma releases 2007–2008 Sustainability Report, 2009. Retrieved 20 January 2011.
  38. ↑ Ethical Clothing Australia, Accredited sports brands. Retrieved 20 January 2011.
  39. ↑ Publication - 13 July 2011 (13 July 2011). "Dirty Laundry". Greenpeace. Retrieved 2012-01-16.
  40. ↑ "PUMA Safe". Safe.puma.com. Retrieved 2012-01-16.
  41. ↑ Press release - 26 July 2011 (26 July 2011). "Puma overtakes competitors Adidas and Nike in race to drop toxic pollution". Greenpeace. Retrieved 2012-01-16.
  42. ↑ http://www.theguardian.com/sustainable-business/puma-value-environmental-impact-biodiversity
  43. ↑ "Puma acquires Cobra Golf". 10 March 2010. Retrieved 11 March 2010.
  44. ↑ "A-League Football Club". Brisbane Roar. Retrieved 2012-01-15.
  45. ↑ Bäumer, Matthias (26 August 2012). "Borussia Dortmund agree a eight-year deal with Puma in a lucrative deal with the German club". London: Football Shirt Maker. Retrieved 2011-10-26.
  46. ↑ "Arsenal announce £150m deal". London: Your Daily Arsenal. 8 May 2013. Retrieved 2013-05-11.
  47. ↑ http://uk.puma.com/en_GB/sports/ambassadors/rihanna
  48. ↑ "PUMA Announces Deccan Chargers Sponsorship". Cricket World. 18 March 2009. Retrieved 2012-01-16.
  49. ↑ "2008 Ipl Champions Rajasthan Royals Gear Up To Ipl 2009 With A Slew Of Initiatives". Rajasthanroyals.com. 7 March 2009. Retrieved 2012-01-16.
  50. ↑ "Puma UK - Overview". Cricket World. Retrieved 2012-01-16.
  51. ↑ Editor (30 March 2009). "Irish Rugby : News Archive : IRFU And PUMA Announce Partnership". Irishrugby.ie. Retrieved 2012-01-16.
  52. ↑ http://www.arsenal.com/news/news-archive/puma-and-arsenal-announce-partnership. Missing or empty |title= (help)
  53. ↑ http://www.goal.com/en-india/news/7083/isl/2014/09/30/5144377/isl-announces-puma-as-their-ball-partner
  54. ↑ http://www.newindianexpress.com/cities/kochi/Come-on-Kerala-Let%E2%80%99s-football/2014/11/06/article2510375.ece
Bibliography

External links