Brand value: 1'010 Mio. EUR
Brand value change compared to last year: −4%
Ranking change compared to last year: −1
The company, which designs and makes performance and sport-inspired lifestyle products such as footwear, apparel, and accessories sold under the PUMA label, was formed when German brothers Rudi and Adi Dassler split their family firm into adidas and PUMA. While shoes are PUMA's heritage, apparel accounts for a growing portion of sales. It has been expanding its athletic apparel styles to include men's golf, sailing, motorsports, and denim items. PUMA also operates its own retail stores and controls product distribution in over 120 countries, employing more than 10,000 people worldwide. At the intersection of fashion and function, Puma’s identity has become synonymous with an athletic lifestyle and trendsetting youth – giving an edge of individuality to both the brand and its consumers. After years of separate communication for its sports and lifestyle products, the brand adopted a single tagline at the end of 2013: “Forever Faster”. It reflects PUMA’s sports heritage and focus while expressing the brand’s commitment to being faster in every respect – responding to new trends, bringing innovations to the market, making quick decisions and finding solutions for business partners. After introducing this unified brand, the past few years have seen a very important shift in another direction for PUMA – in demonstrating its corporate and social responsibility through creative and design initiatives. PUMA developed a sustainability scorecard that defines the company's environmental targets to be achieved by 2015.