Amanda Knapp
PUMA is a German multinational sportswear manufacturer that designs athletic and casual footwear, apparel, and accessories. The company was founded in 1948 by Rudolf Dassler, and its headquarters are in Herzogenaurach, Bavaria, Germany. PUMA basketball takes a culture-first approach, with shoes that are stylish enough to wear off the court but also perform at an NBA level. The company has partnered with several NBA athletes, including LaMelo Ball, and has released several signature shoe collections. PUMA has also collaborated with organisations like the Black Fives Foundation to release collections celebrating the pre-NBA history of African Americans in basketball.
| Characteristics | Values |
|---|---|
| Company Type | Global sports company |
| Approach | Culture-first |
| Shoes | Stylish, NBA-level performance, signature collections |
| Partnerships | Black Fives Foundation, J.Cole, Grammy-winning artists, NBA athletes |
| Environmental Commitment | Value on environmental impact, sustainable materials |
| History | Founded in 1948, public since 1986, first profit in 1994 |
| Headquarters | Herzogenaurach, Bavaria, Germany |
| Employees | Over 18,000 worldwide |
| Ranking | Third largest sportswear manufacturer in the world |
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What You'll Learn
Puma's basketball athletes
Puma Basketball has a rich history, with the brand experiencing success in the sport as early as the 1970s and 1980s. Walt "Clyde" Frazier became Puma's first signature athlete in 1973, releasing the Puma Clyde shoe, which gained wide popularity beyond basketball, even becoming significant in old-school hip hop and skate punk subcultures.
In the 1980s, Puma basketball was endorsed by high-profile athletes such as Terry Cummings, Manute Bol, and Ralph Sampson, who was named the MVP of the 1985 All-Star Game while wearing Pumas. However, towards the end of the decade, Puma's basketball presence began to wane as its athletes moved to other brands.
After a two-decade hiatus, Puma Basketball made a resurgence in 2019, with the release of the Clyde Court Disrupt shoe. This comeback was influenced by Jay-Z, who encouraged the brand to reboot by going "back to the beginning". Puma has since signed several impressive basketball players, including LaMelo Ball, who has his own signature shoe collection, and Scoot Henderson, the youngest player to receive a signature shoe before entering the NBA. Other Puma athletes include Breanna Stewart, Jackie Young, and Dennis Schroeder.
Puma takes a culture-first approach to basketball, focusing on stylish shoes that also perform at an NBA level. The brand is committed to producing top-notch sneakers, with comfort being a key priority, and they actively involve their athletes in the design process to ensure their shoes meet the physical expectations of elite basketball players.
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Puma basketball shoes
PUMA Basketball takes a "culture-first" approach to its basketball shoes, with footwear that is stylish enough to wear anywhere but also performs at an NBA level. The brand's core principle is the fusion of court and street: "Made for the street. Built for the Court." The basketball court is more than just a basketball gym for PUMA; it is a stage for music, a runway for fashion, and an amplifier for entertainment.
The PUMA Basketball mindset is embodied by Walt "Clyde" Frazier, who used the game as a platform to express his interests in fashion, music, and entertainment. His footwear was an extension of this mindset. Other PUMA Basketball athletes include LaMelo Ball, who has a signature shoe collection that is updated frequently, and Breanna Stewart, the 2023 WNBA Most Valuable Player (MVP) Award winner.
The LaMelo collection includes the LaFrancé, which puts a luxurious twist on basketball fashion, weaving in a dramatic yet romantic take on both on-court and off-court style. The Scoot Zeros II Purple Lab, part of the Scoot Henderson signature shoe collection, is another example of PUMA Basketball's sleek and streamlined design, packed with PUMA Hoops tech to enhance your game.
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Puma's partnership with the Black Fives Foundation
In 2021, Puma announced a partnership with the Black Fives Foundation to raise awareness about the pre-NBA history of African Americans in basketball. The Black Fives Foundation is an organization dedicated to Black History education reform, with a particular focus on the often-overlooked history of African Americans in basketball before the formation of the NBA.
The partnership resulted in the release of the Black Fives Collection, which included co-branded footwear, apparel, and accessories. The first collection featured two new sneakers: The Clyde Mid x Black Fives and the Black Fives Future Rider. The Clyde Mid x Black Fives Eggnog celebrates Puma's heritage on the court, featuring a chenille fabric Formstrip and a washed rubber sole. The Black Fives Future Rider Star Sapphire-Maize features authentic logos and bold colorways. Both sneakers feature the Black Fives Foundation's signature slogan, "Make History Now".
In addition to the footwear, the collection also included a hoodie and sweatpants in a simple Sail colorway. The hoodie features interesting history facts printed on the back. The collection is inspired by the vibrant atmosphere that surrounded basketball during the Black Fives Era, a time when games were accompanied by music, dancing, and fashion, and helped shape community and culture.
Through this partnership, Puma aims to empower the NBA to reach a wider audience and support the Black Fives Foundation in developing its initiatives to research, preserve, showcase, teach, and honor the pre-NBA history of African Americans in basketball. This includes the launch of a multi-use online museum to display archives of the NBA's historical artifacts and content from the Black Fives Era.
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Puma's basketball history
Puma SE, a German multinational corporation, was founded in 1948 by Rudolf Dassler. The company was initially named "Ruda", derived from Rudolf Dassler, but was later renamed "Puma".
Over the years, Puma has had a roster of notable NBA players wear their shoes, including Isiah Thomas, Vince Carter, Nate "Tiny" Archibald, Alex English, Ralph Sampson, Terry Cummings, Bobby Jones, and Manute Bol, among others. Many of these partnerships were short-lived, and Puma eventually shifted their focus away from basketball, beginning a two-decade hiatus from the sport.
In 2018, Puma announced its return to basketball, appointing Jay-Z as the creative director of the basketball division. The brand signed deals with top draft prospects, including Deandre Ayton, Marvin Bagley III, Kevin Knox, Michael Porter Jr., and Zhaire Smith. Puma also signed Walt "Clyde" Frazier to a lifetime deal, returning to its roots with one of the pioneers of basketball culture and fashion.
Puma Basketball takes a "culture-first" approach, focusing on stylish shoes that are suitable for both on and off the court while still performing at an NBA level.
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Puma's basketball diversification
Puma Basketball takes a "culture-first" approach, focusing on stylish footwear that performs at an NBA level. The brand's core principle is the fusion of court and street, with the slogan "Made for the street. Built for the Court." This mindset is embodied by Walt "Clyde" Frazier, who is known for expressing his interests in fashion, music, and entertainment through basketball.
Puma's basketball athletes are chosen not only for their skills on the court but also for their personal style and swagger off the court. LaMelo Ball, one of the most exciting players in the NBA, has a signature shoe collection with Puma called the LaFrancé Collection, which offers a luxurious take on basketball fashion. Another Puma athlete, Breanna Stewart, received the WNBA Most Valuable Player (MVP) Award in 2023 and became the first player in league history to average 23 points, 9 rebounds, and 3 assists in a single season.
Puma Hoops has also partnered with rising basketball stars like Jackie Young, the 2019 WNBA Draft pick by the Las Vegas Aces, and Dennis Schroeder, a professional NBA Point Guard for the German Men's National Basketball Team and a two-time NBA All-Star.
Scoot Henderson, another rising basketball player, has his newest signature shoe with Puma: the Scoot Zeros II Purple Lab, featuring a sleek design and packed with Puma Hoops technology.
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Frequently asked questions
Puma Basketball takes a culture-first approach. Their shoes are stylish on and off the court and perform at an NBA level.
LaMelo Ball, Breanna Stewart, Scoot Henderson, Marvin Bagley III, Deandre Ayton, Zhaire Smith, and Michael Porter Jr. are some athletes who are part of the Puma Basketball family.
The LaFrance Collection, Scoot Zeros II Purple Lab, All-Pro NITRO, and the Palace Guard are some notable Puma Basketball shoes.
Puma has partnered with Grammy-winning artist J.Cole and has sponsored various athletes and teams across different sports, including the Black Fives Foundation, Melbourne Vixens, New Zealand's national netball team, and the Israel Football Association.
