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Puma Analysis: A Comprehensive Guide for Business Students

Puma is a German-based multinational corporation that specializes in athletic and casual footwear, apparel, and accessories. The company was founded in 1948 by Rudolf Dassler, the brother of Adidas founder Adi Dassler. Puma is known for its innovative designs and cutting-edge technology, making it a popular choice for athletes and fashion enthusiasts alike. In this article, we will look closer at Puma Analysis, history, mission, products, market position, and competitors.

Importance of understanding company analysis

Understanding Puma Analysis is crucial for business students interested in the sports and lifestyle industry. By analyzing Puma’s history, vision, mission, core values, products and services, industry and market position, and key competitors, students can gain valuable insights into the company and the industry. These insights can inform potential investments or career paths.

Company Profile

Company history

Puma was founded in 1948 by Rudolf Dassler, who split from his brother Adi Dassler’s company, Adidas. Puma quickly gained popularity in the 1950s and 1960s with its innovative football boots and track shoes. In the 1980s, Puma expanded its product line to include apparel and accessories, and in the 1990s, the company underwent a rebranding effort to position itself as a lifestyle brand. Today, Puma is a global brand with a presence in over 120 countries.

Vision, mission, and core values

Puma’s vision is to be the fastest sports brand in the world. The company’s mission is to combine sports, fashion, and lifestyle in innovative and sustainable ways that excite and inspire consumers. Puma’s core values include sustainability, diversity and inclusion, and creativity.

Products and services

Puma’s product line includes footwear, apparel, and accessories for sports and lifestyle. The company offers products for various sports, including football, running, golf, and motorsports, as well as collaborations with fashion designers and celebrities.

Industry and market position

Puma operates in the sports and lifestyle industry, which is highly competitive and constantly evolving. The company faces competition from other sportswear giants such as Nike and Adidas, as well as lifestyle brands such as Vans and Converse. However, Puma has carved out a niche for itself with its innovative designs and collaborations.

Key competitors

Puma’s key competitors in the sports and lifestyle industry include Nike, Adidas, Under Armour, and Reebok.

SWOT Analysis on Puma


  1. Innovative designs and technology in athletic and casual footwear, apparel, and accessories
  2. Strong brand recognition and reputation
  3. Diversified product line that caters to a wide range of customers and sports
  4. Commitment to sustainability and eco-friendly practices
  5. Focus on collaborations and partnerships with fashion designers and celebrities


  1. Dependence on a few key products for revenue, such as footwear
  2. Limited market share in some product categories, such as basketball shoes
  3. Exposure to economic and political instability in some markets where the company operates
  4. High marketing and advertising expenses
  5. Vulnerability to counterfeit products and intellectual property infringement


  1. Growing demand for eco-friendly and sustainable products in the sports and lifestyle industry
  2. Increasing focus on health and wellness among consumers
  3. Development of new and innovative products and technologies
  4. Expansion into new markets and product categories, such as outdoor gear and hiking apparel
  5. Strategic partnerships and collaborations with other companies, such as sports teams and events


  1. Intense competition in the sports and lifestyle industry from established players such as Nike and Adidas
  2. Rapid technological advancements and changing consumer preferences
  3. Regulatory and legal challenges related to product safety and intellectual property
  4. Economic and political instability in some markets where the company operates
  5. Disruption from new entrants and disruptive business models, such as direct-to-consumer brands and online retailers.

 Noteworthy Research Papers on Puma

  1. Puma: A Case Study in Strategic Partnerships” by Jochen Wirtz and Loizos Heracleous. Journal of Business Research, 2014.
  2. Corporate Social Responsibility at Puma” by Bettina Wittneben and Dale H. Besterfield. Corporate Social Responsibility and Environmental Management, 2011.
  3. “Puma: A Case Study in Branding and Marketing” by Amal Shibli. Journal of Brand Management, 2016.
  4. The Impact of Design on Brand Perception: A Case Study of Puma” by Rachel Cooper and Mike Press. Design Management Journal, 2010.
  5. Sustainability and Innovation: The Case of Puma” by Stefan Schaltegger and Marcus Wagner. Corporate Social Responsibility and Environmental Management, 2011.

Essay Titles on Puma

  1. Puma’s Sustainability Strategy: An Analysis of the Company’s Efforts to Reduce Environmental Impact
  2. The Evolution of Puma’s Brand Image: A Historical Perspective
  3. Puma’s Collaborations with Fashion Designers: An Analysis of the Company’s Marketing Strategy
  4. Puma’s Market Positioning: A Comparative Study with Nike and Adidas
  5. The Future of Puma: Opportunities and Threats in the Sports and Lifestyle Industry”

Research Topics on Puma

List of potential research topics for further exploration

  1. Innovation and Design at Puma: A Case Study”
  2. Puma’s Corporate Social Responsibility Efforts: An Analysis of the Company’s Sustainability Practices
  3. Puma’s Marketing Strategy: A Study of the Company’s Branding and Advertising Efforts
  4. The Impact of Puma’s Collaborations with Celebrities and Designers on Brand Perception
  5. “Puma’s International Expansion: Opportunities and Challenges in Emerging Markets”

Frequently asked questions on puma

  1. What is Puma?
    Puma is a German multinational company that designs and produces athletic and casual footwear, apparel, and accessories.
  2. When was Puma founded?
    Puma was founded in 1948 by Rudolf Dassler, brother of Adidas founder Adi Dassler.
  3. Where is Puma based?
    Puma is headquartered in Herzogenaurach, Germany.
  4. What sports does Puma specialize in?
    Puma specializes in sports such as soccer, running, golf, basketball, and motorsports.
  5. Is Puma a sustainable company?
    Puma has made sustainability a key focus of its business strategy, and has implemented various initiatives to reduce its environmental impact, such as using more sustainable materials and reducing its carbon footprint.
  6. Does Puma have collaborations with celebrities?
    Puma has collaborated with numerous celebrities and fashion designers, including Rihanna, Jay-Z, and Selena Gomez, to create limited edition collections and promote its brand.
  7. Where can I buy Puma products?
    Puma products can be purchased at Puma stores, online through the Puma website, and at various retailers and department stores worldwide.
  8. Does Puma sponsor any sports teams or events?
    Puma sponsors a number of sports teams and events, including the Jamaican national soccer team, the Boston Athletic Association, and the Global Rallycross Championship.
  9. What is Puma’s market position?
    Puma is one of the world’s leading sports and lifestyle brands, competing with other major players such as Nike and Adidas.
  10. Does Puma have any social media presence?
    Yes, Puma has an active social media presence on platforms such as Instagram, Twitter, and Facebook, where it promotes its products and collaborations, and engages with its customers.


Recap of key points: In this analysis, we have looked at Puma, a German multinational company that specializes in sports and lifestyle products. We have examined its history, products, market position, strengths, weaknesses, opportunities, and threats. We have also discussed noteworthy research papers, essay topics, and potential research topics related to Puma, as well as answered some frequently asked questions about the company.

Importance of company analysis for business students: Company analysis is an essential tool for business students to understand how companies operate, compete, and succeed in the marketplace. By analyzing a company’s internal and external environment, students can gain insights into its strategies, strengths, weaknesses, opportunities, and threats. This analysis can help students make informed decisions about career paths, investment opportunities, and business ventures.

 Further Reading

 List of recommended books, articles, or case studies on Puma:

  1. Sustainability at Puma: A Corporate Responsibility Case Study” by Bettina Wittneben and Dale H. Besterfield.
  2. The Competitive Position of Puma in the Sports Equipment Industry” by Michael Boeke and Sabine Kuester.
  3. “The Impact of Brand Image on Consumer Behavior: A Case Study of Puma” by Anna-Lena Ackfeld and Svenja Riedel.
  4. Puma AG: The Suede and Beyond” by John A. Quelch and Nathalie Laidler-Kylander.
  5. Designing for Sustainability: A Case Study of Puma’s Clever Little Bag” by Tim Brown and Jocelyn Wyatt.

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