(R.SQUARE):HOW DID CREATED “PUMA” (1948)

FRESH STARTS FOR “PUMA”

28 years in the wake of establishing their organization, the Dassler brothers dropped out and went in a separate direction. Rudolf Dassler moved to another building that had a place with the family. He started a factory with 14 employees of that particular building where he took the family. In this way he began a shoe production line and established his own organization:

   The "Sportschuhfabrik Rudolf Dassler (RUDA)" was registered as a                                   business in January 1948. (PUMA)

The "Sportschuhfabrik Rudolf Dassler (RUDA)" was registered as a business in January 1948, initiating activities a couple of months after the fact on June 1, 1948. It required another four months until the PUMA brand was born: on October 1, 1948 "PUMA" was enlisted at the German Patent and Trademark Office. In December 1948, in a letter to accomplices and clients, Rudolf Dassler declared his choice to name the organization "PUMA Schuhfabrik Rudolf Dassler". The subtleties of the new organization were added to Germany's business register on January 14, 1949.

Although he had to start from scratch, Rudolf Dassler's success continued. PUMA's first football boot, the "ATOM", convinced many athletes of its qualities. Several members of the West German national team wore the boot to the country's first football match after a 1-0 victory over Switzerland in 1950. Among the players: Herbert Bardensky, who scored the winning goal. From that moment on, the history of the sport and the history of the organization became inseparable.

Split and rivalry with Puma

The brothers split up in 1947 after relations between them had broken down, with Rudolf re-established another firm that he called Ruda – from Rudolf Dassler, later rebranded Puma, and Dassler forming an organization officially enrolled as Adidas AG from Adi Dassler on 18 August 1949. An urban myth has declared the backronym All Day I Dream About Sports.

 

PUMA SE and Adidas went into a furious and unpleasant business rivalry after the split. For sure, the town of Herzogenaurach was separated on the issue, leading to the nickname "the town of twisted necks"— peoples looked down to see which shoes strangers wore. Even the town's two football clubs were partitioned: ASV Herzogenaurach club was upheld by Adidas, while 1 FC Herzogenaurach embraced Rudolf's footwear. When handymen were called to Rudolf's home, they would purposely wear Adidas shoes. Rudolf would advise them to go to the storm cellar and choose a couple of free Pumas. The two brothers never accommodated and in spite of the fact that they are currently covered in a similar burial ground, they are separated as far separated as possible.

In 1948, the first football game after World War II, several members of the West German national football team wore Puma boots, including Herbert Burdenski, the first goal scorer after the war. Four years later, at the 1952 Olympics, Luxembourg's 1,500-meter runner Josy Barthel won his first Olympic gold in Helsinki, Finland.

At the 1960 Summer Olympics, Puma paid German runner Armin Hary to wear Pumas in the 100 meters run last. Hary had worn Adidas previously and approached Adolf for installment, yet Adidas dismissed this request. The German won gold in Pumas, yet then bound up Adidas for the decorations function, to the stun of the two Dassler siblings. Hary planned to trade out from both, yet Adi was so enraged he prohibited the Olympics champion.

Run for the cup

As Brazil set foot in the World Cup, Puma is on its way to becoming a legend with the Brazilian team, Pele winning the World Cup in Chile. Again, Puma boots supported him throughout the game.

 

(1970) FIT FOR A KING

With the PUMA KING from 1970, we made another revolutionary item. Its level structure made it lighter with expanded softness and comfort.

PUMA's aim was to always sign the top-notch superstars playing in PUMAs. Pelé has long been a member of the team and he wore the new PUMA KING boots with success.

Pelé is crowned “Player of the Tournament” while wearing PUMA KING boots. For him and the Brazilian team, it's the country’s third World Cup title. After finishing his career, Pelé is officially honored as “Football Player of the Century”.

(1972) GOLDEN TIMES

PUMA-partnered athletes Mary Peters, Great Britain (pentathlon), John Akii-Bua, Uganda (400m hurdles), Randy Williams, USA (long jump), and Klaus Wolfermann, West-Germany (javelin) all win gold medals at the Olympic Games in Munich.