PUMA Success Story: Puma was started by Rudolf Dassler in 1948 from Germany. Born in Germany on 26 March 1898, Rudolf was a businessman by profession and was a member of the Nazi Party. Together with his brother Adolf, he started the shoe business at home. Know how the company created history.
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in the sportswear industry puma A well known name. Puma produces one-third of sportswear in the world. Due to change in product due to changing generation it became most popular brand among youth. currently puma shoes, clothing And makes many things including accessories. Over the decades, the brand has maintained its identity. the beginning of puma Rudolph Dessler Did it in 1948 from Germany.
Born in Germany on 26 March 1898, Rudolf was a businessman by profession and was a member of the Nazi Party. Together with his brother Adolf, he started the shoe business at home.
Started business in laundry
Both the brothers started the shoe business in their mother’s laundry. In the early days of the business, electricity was not available for 24 hours, so such a machine was used in which electricity could be generated by pedaling. The company did an experiment and started making spike shoes. These were the most unique shoes of his company. It became very popular. Both the brothers started the Mikker Dassler Brothers Shoes Factory. Adolf started handling the manufacturing of shoes and Rudolph used to do marketing.
Reached Olympic Games for Marketing
Rudolf reached the Summer Olympics in Berlin in 1936 to market the shoes and further the business. Here he persuaded American runner Jessie to wear his shoes. This strategy worked. JC won 4 gold medals before the Second World War and after that the company started making records in sales. Every year 2 lakh shoes started being sold.
After a few years, the relationship between the two brothers started deteriorating and they separated. Rudolph, after separating from his brother Adolf, formed a separate company in 1948 and named it Puma.
Many challenges were faced due to change in government policies, international law and currency to make the product available in most of the countries of the world. The company understood its strength and weakness. Implemented such a strategy which increased the strength and removed the flaws. In this way, through self-analysis from time to time, the company created history in the sportswear industry.
This is how branding happened
Leopard was shown with people for branding the company’s products. It was said that the leopard remains active all the time and can jump up to a height of 20 feet in the air. In this way, the leopard was made a part of the logo, connecting his shoes with the sports industry.
Presently the company is focusing on lifestyle fashion. Along with this, designing the product with new technology. Shortly before, the company has started using 3D printing and artificial intelligence in the preparation of the product.