The rise and fall of Puma

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One Essential Read

Recommended by Kate Turton, Newsletter Editor

The long slide of a German sports icon

A Puma logo is seen on a Puma Speedcat OG sneaker displayed at the Puma Mostro House in Paris, January 24, 2025. REUTERS/Abdul Saboor/File Photo

Today's recommended read tells the story of Germany's Puma and its fierce rival, Adidas.

Both companies trace their origins to the same house, where brothers Rudolf and Adolf Dassler launched a shoe business nearly a century ago. After a major falling-out, the brothers split the company in two: Rudolf founded Ruda - later renamed Puma - while Adolf founded Adidas.

In recent years, Puma, with its leaping wildcat logo, has struggled to win over consumers with its sportswear and Speedcat sneakers, even as Adidas has surged ahead on demand for its retro Terrace shoes.

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