Originally founded as “Dassler Brothers Shoe Factory,” Puma’s 1948 beginnings were firmly rooted in sport. The brand’s earliest cleats made frequent cameos for a postwar West German soccer team, before contributing to a 100m Olympic gold medal and a World Cup with Brazilian legend Pele. After decades of continued impact in the sporting world, Puma marked the turn of the 20th century with a highly regarded Jil Sander collaboration. The link-up merged performance and fashion in a way no competitor had prior, with lifestyle versions of the already popular EASY RIDER and KING silhouettes. Signature lifestyle models like the Suede and Future Rider followed, almost immediately reaching the forefront thanks to work with Chinatown Market, TMC, BTS, and countless more. 




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