Company: Puma SE
Brand value: US$1,879 million
Change since 2018: 37%
Headquarter city: Herzogenaurach
Year formed: 1948
PUMA is one of the world’s leading sports brands, specializing in footwear, apparel and accessories for performance athletes, amateurs and for casual living. Sports supported by the range include football, training, running, golf and motorsports, and PUMA products are sold in more than 120 countries. CEO Bjørn Gulden has announced PUMA’s mission is to be “forever faster”, focusing on five key priorities: brand strength, product, women’s, distribution and organization. He has also pledged to highlight sustainability as a key PUMA value, integrated into all business operations. PUMA-sponsored athletes have included Michael Schumacher and Boris Becker; Spanish footballer Cesc Fabregas is a current PUMA ambassador. The brand also sponsors several football clubs and national teams, as well as athletics teams and individuals. PUMA also works with non-sporting celebrities; singer Rihanna is women’s creative director and global ambassador for women’s training, and the Korean boy band BTS has shot several commercials for the brand. PUMA employs around 13,000 people worldwide.