sachit gambhir puma

8/7/2019 Sachit Gambhir Puma

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Puma AG Rudolf Dassler Sport, officially branded as PUMA, is a majorGerman multinational

company that produces high-end athletic shoes, lifestyle footwear and othersportswear. Formed in 1924

as Gebrder Dassler Schuhfabrikby Adolfand Rudolf Dassler, relationships between the two brothers

deteriorated until the two agreed to split in 1948, forming two separate entities,Adidas and Puma. Puma

is currently based in Herzogenaurach, Germany.

The company is known for its football shoes and has sponsored acclaimed footballers,

including Pel,Eusbio, Johan Cruijff, Enzo Francescoli, Diego Maradona, Lothar Matthus,Kenny

Dalglish, Didier Deschamps and Gianluigi Buffon. Puma is also the sponsor of theJamaican trackathlete Usain Bolt. In the United States, the company is probably best known for the suede

basketball shoe it introduced in 1968, which eventually bore the name ofNew York Knicks basketball

starWalt "Clyde" Frazier, and for its endorsement partnership with Joe Namath.

Following the split from his brother, Rudolf Dassler originally registered the new-established company

as Ruda, but later changed toPuma. Puma's earliest logo consisted of a square and beast jumping

through a D, which was registered, along with the company's name, in 1948. Puma's shoe designs

feature the distinctive "Formstripe",with clothing and other products having the logo printed on them.

The company also offers lines shoes and sports clothing, designed by Lamine Kouyate, Amy Garbers and

others. Since 1996 Puma has intensified its activities in the United States. Puma owns 25% of American

brand sports clothing makerLogo Athletic, which is licensed by American professional basketball and

association football leagues. Since 2007 Puma AG has been part of the French luxury group PPR.
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Type Aktiengesellschaft (FWB:PUM)

Industry Clothingand consumer goods manufacture

Founded 1924 as Gebrder Dassler Schuhfabrik

(registered in 1948)[1]

Founder(s) Rudolf Dassler

Headquarters Herzogenaurach,Germany

Area served Worldwide

Key people Jochen Zeitz(CEOand Chairman of the management

board)

Melody Harris-Jensbach(deputy CEO)

Klaus Bauer(COO)

Franois-Henri Pinault(Chairmanof thesupervisory

board)

Products Footwear,sportswear, sports goods,fashion

accessories

Revenue 2.706 billion (2010)[2]

Operating income 306.8 million (2010)[2]
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Profit 202.2 million (2010)[2]

Total assets 2.367 billion (end 2010)[2]

Total equity 1.386 billion (end 2010)[2]

Employees 9,650 (end 2009)[3]

Parent PPR

Website www.puma.com

History

Background
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Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline ran a small laundry

in the Bavarian town ofHerzogenaurach, 20 km (12.4 mi) from the city ofNuremberg. Their son Rudolf

Dassler, after leaving school, joined his father at the shoe factory, and was then called up to fight in World

War I. Upon his return, Rudolf received a management position at a porcelainfactory, and later in a

leather wholesale business inNuremberg.

After tiring of working for others and away from home, Rudolf returned to Herzogenaurach in 1924 to join

his younger brotherAdolf, nicknamed "Adi", who had founded his own shoe factory. They named the new

business Gebrder Dassler Schuhfabrik(Dassler Brothers Shoe Factory). The pair started their venture

in their mother'slaundry, but at the time, electricity supplies in the town were unreliable, and the brothers

sometimes had to use pedal power from a stationary bicycle to run their equipment.

By the 1936 Summer Olympics,Adi Dasslerdrove from Bavaria on one of the world's first motorways to

the Olympic village with a suitcase full of spikes and persuaded United States sprinterJesse Owensto

use them, the first sponsorship for an African American. After Owens won four gold medals, his success

cemented the good reputation of Dassler shoes among the world's most famous sportsmen. Letters from

around the world landed on the brothers' desks, and the trainers of other national teams were all

interested in their shoes. Business boomed and the Dasslers were selling 200,000 pairs of shoes

annually before World War II.

Company split and creation ofPUMA

Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party. During the war, a growing

rift between the pair reached a breaking point after an Allied bomb attack in 1943 when Adi and his wife

climbed into a bomb shelter that Rudolf and his family were already in. "Here are the bloody bastards

again," Adi said, apparently referring to the Allied war planes, but Rudolf was convinced his brother meant

him and his family.[4]:18 After Rudolf was later picked up by American soldiers and accused of being a

member of the Waffen SS, he was convinced that his brother had turned him in.[5]

In 1948, the brothers split their business. Rudolf left the high hill for the other side of theAurach Riverto

start his own company. It was from this split that Adolf started his own sportswear company with the name

he formed using his nickname "Adi" and the first three letters of his last name "Das", to establish Adidas.

Rudolf created a new firm that he calledRuda from "Ru" in Rudolf and "Da" in Dassler. Rudolf's

company would later change its name to Puma Schuhfabrik Rudolf Dasslerin 1948.[7]

The brothers' earlier split led to a divided town. From 1948, the town was similar to a mini-Berlin. Brand

loyalty became supreme for residents; several stores, bakeries and bars were unofficially known as either

loyal to Rudolf's Puma, or to Adolf's Adidas. Even the town's twofootball clubs were also divided:ASV

Herzogenaurach club supported the three stripes, while 1 FC Herzogenaurach endorsed Rudolf's

footwear. When handymen were called to Rudolf's home, they would wear Adidas shoes deliberately so
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that when Rudolf would see their footwear, he would tell them to go to the basement and pick out a pair of

free Puma shoes. The two brothers never reconciled, and although both are buried in the same cemetery,

they are spaced apart as far as possible.

A pair of Puma sport-lifestyle shoes with the company's distinctive "Formstripe" design

Early years and rivalry with Adidas

Following the split, Puma and Adidas initiated a fierce and bitter rivalry with each other. The enmity

splitHerzogenaurachinto two, leading to the nickname "the town of bent necks" people looked down to

see which shoes strangers wore.

In 1948, the first football match after World War II, several members of theWest German national football

teamwear Puma boots, including the scorer of West Germany's first post-war goal, Herbert Burdenski.

Four years later, at the1952 Summer Olympics, 1500 metresrunnerJosy Barthel ofLuxembourgwon

Puma's first Olympic gold in Helsinki,Finland.

At the 1960 Summer Olympics Puma paid German sprinterArmin Hary to wear Pumas in the 100 metres

sprint final. Hary had worn Adidas before and asked Adolf for payment, but Adidas rejected this request.

The German won gold in Pumas, but then laced up Adidas for the medals ceremony to the shock of the

two Dassler brothers. Hary hoped to cash in from both with the trick, but Adi was so enraged he banned

the Olympic champion.

The Pel pactand subsequent affairs

A few months prior to the 1970 FIFA World Cup, Armin Dassler and his cousin, Horst Dassler, sealed an

agreement which was dubbed "The Pel pact". This agreement dictated thatPel, aBrazilianattacking

midfielder, would be out of bounds for both Adidasand Puma. However, Armin found the potential

financial and marketing advantage ofsponsoring the superstar irresistible. Pel complied with a request
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by Puma's representative Hans Henningsen to increase the awareness and profile of the German sports

shoecompany after he received $120,000 to wear the Formstripes.[6] At the opening whistle of a 1970

World Cup finals match, Pel stopped the refereewith a last-second request to tie his shoelaces before

kneeling down to give millions oftelevision viewers a close-up of his Pumas.[4]:82 This greatly outraged

Horst Dassler and future peace agreements were called off.

Two years later, during the 1972 Summer Olympics, Puma providedrunning shoesfor the Uganda400

metres hurdles champion, John Akii-Bua. After Akii-Bua was forced out of Uganda by its military

government, Puma employed Ake Bua in Germany, and tried to help integrate him and his family in

German society, but eventually Akii-Bua returned to Uganda.

In May 1989, Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 percentstake in Puma,

to Swissbusiness Cosa Liebermann SA.[10]

Puma became apublic company in 1986, and thereafter was listed on theBrse Mnchenand FrankfurtStock Exchange.

Present Day

Puma AG has approximately 9,204 employees and distributes its products in more than 80 countries.

[when?] For the fiscal year 2003, the company had a revenue of1.274 billion. Puma were the commercial

sponsors for the 2002anime series Hungry Heart: Wild Striker, with the jerseys and clothing sporting the

Puma brand.
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The company has been conducted by CEO and ChairmanJochen Zeitzsince 1993. His contract has

been extended ahead of schedule for four more years until 2012 in October 2007.[11]

Japanese fashion guru Mihara Yasuhiro teamed up with Puma to create a high-end and high-concept line

of sneakers

Puma is the main producer of enthusiast driving shoes and race suits. They are the prime producer in

both Formula One and NASCARespecially. They had also successfully won the rights to sponsor

the 2006 FIFA World Cupchampions, the Italian national football team, with them making and sponsoring

the clothing worn by the team. Their partnership with Ferrariand BMWto make Puma-Ferrari and Puma-

BMW shoes has also contributed to this success. On 15 March 2007, Puma launched its first new

2007/2008 line of uniforms for a club, andBrazilianfootball club Grmio will be the first to use the laser

sewn technology, similar to the one worn by Italy at the 2006 World Cup. Grmio and other Brazilian

clubs will be the first to use the technology because their season starts six months earlier than European

clubs. Puma also makes baseball cleats, and Johnny Damon, the outfielder for the Detroit Tigers, is their

spokesperson. He has his own cleat called the "DFR Metals".

The legendary KING

In 2008, Puma celebrated the 40th anniversary of the KING with a special anniversary edition,

[13] the KING XL (XL is 40 in Roman Numerals), a tribute to Portuguese footballerEusbio, who shot 42

goals with the legendary KING in 1968, winning theGolden Boot Awardas Europe's leading scorer. The

KING also was the favourite shoe of players like Pel, Mario Kempes, Rudi Vller, Lothar

Matthus, Massimo Oddo and Diego Maradona. Puma have continued to release new versions of the

King range, and released a version in 2009 to celebrate the history of Italian soccer, and in particular

double World Cup winning coach Vittorio Pozzo, the Puma King XL Italia.

In 2010, the Puma King again heralded a football legend. This timeDiego Maradonawas paid tribute. To

celebrate the Argentine's 50th birthday, Puma released the Puma King Diego Finale football boot. This

edition was created in the colours of the La Albiceleste of the Argentina National football team.

Takeover by PPR

In February 2007, Puma reported that its profits had fallen by 26% to 32.8 million ($43 million; 22

million) during the final three months of 2006. Most of the profit decline was due to higher costs linked to

its expansion, and sales actually rose by more than a third to 480.6 million.

In early April 2007, Puma's shares rose 29.25 per share, or about 10.2% higher, at 315.24 per share.

[16] On 10 April 2007, French retailer and owner ofGuccibrandPinault-Printemps-Redoute(PPR)
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1949: Rudolf Dassler has the idea of football shoes with removable studs. He begins working on

their development and production.

Many football experts, likeSepp Herberger, are involved.

1952: Introduction of the SUPER ATOM.

1953: Development ofATOM's successor: theBRASIL.

1958: Introduction of Puma's signature "Formstripe" at the FIFA World Cup in Sweden.

1959: The company is transformed into alimited partnershipnamed Puma-Sportschuhfabriken

Rudolf Dassler KG.

1960: Introduction of the technologically advanced vulcanization production technique.

1966: Launch of the WEMBLEY, the predecessor model to the Puma King.

1968: Launch of the legendary KING. Puma is the first manufacturer to offer sports shoes

withVelcro fasteners.

1974: Rudolf Dasslerdies. His sons Arminand Gerd take over the company's management.

1976: Introduction of the revolutionary S.P.A.-Technology.

1986: Transformation into a stock corporation.

1989: Launch of the TRINOMICsport shoe system.

1990: Introduction ofINSPECTOR, a growth control system for children's shoes.

1991: Launch of the DISC SYSTEMsports shoe.

1992: Capital increase byDM 20 million, share capital reaches DM 70 million.

1993: Jochen Zeitzis appointed Chairman and CEO, Proventus/Aritmos B.V. becomes majority

shareholder.

1994: The first profit since the company's IPO in 1986 is regeristered.

1996: Puma is listed in the GermanM-DAX index; introduction of the CELL technology, the first

foam-free midsole.

1997: Launch of the CELLERATOR.

1998: Puma merges sports and fashion. The company starts a cooperation with designerJil

Sander.

1999: Puma becomes an official on-field supplier of the U.S. National Football League (NFL).

2000: Production of fireproof footwear in partnership with Porsche and Sparco.

2001: Acquisition of the Scandinavian Tretorn Group.

2002: Launch of the SHUDOH.
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2003: Majority shareholder Monarchy/Regency sells its shareholdings to a broad base of

institutional investors.

2004: Collaborative partnership with world-renowned designerPhilippe Starck.

2005: Mayfair Vermgensverwaltungsgesellschaft mbh acquires a total of 16.91% shareholding.

2006: The company is listed in the Dow Jones Sustainability Index; Introduction of the S.A.F.E.

concept, a specific tool developed to continuously improve social and environmental standards. Shoe

collection in cooperation withAlexander McQueen. Italy would go on to win the world cup as they are

sponsored by puma many of the teams soccer( football) players wearing puma cleats.

2007: Voluntary public take-over byPinault-Printemps Redoute; Prolongation of the contract with

Jochen Zeitz by five years.

2008: Melody Harris-Jensbach is appointed Deputy CEO; Designer and artistHussein

Chalayanbecomes Creative Director, Puma also acquires a majority stake in Chalayan's business

and Hussein Chalayan.

2010: Signs two year deals to make the kits ofNewcastle

United,Motherwell,Hibernian,Burnley & Prestonfrom the 201011 season.

Sponsorship
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Puma is a sponsor of sporting events and identities,domestically and internationally. From its origins in

football, the company sponsors numerousfootballers and national football teams; the "Formstripe"

especially has a heavy presence in Africa. Puma is also the sponsor of a number ofPremier

Leagueteams, most notablyNewcastle UnitedandTottenham Hotspur(both until the end of 2010/11

season).

In Australian rules football, Puma has longstanding marketing relationships with the Hawthorn Football

Club and West Coast Eagles, along with the Brisbane Lions. With Hawthorn especially, Puma has been

the club's apparel sponsor since the 1980s, during the club's most successful era.

Puma is the sponsor the Formula Oneracing team Red Bull Racing. The team is seen here at the 2010 Canadian Grand

Prix

]Acquisitions

On March 10, 2010 Puma announced it will acquire 100 percent ofCobra Golf, based in Carlsbad,

California, from Fortune Brands Inc., but did not provide any financial details. The deal which faces

regulatory approval is expected to close in the second quarter.

PUMA at a Glance
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PUMA is one of the worlds leading sportlifestyle companies that designs and develops footwear, apparel andaccessories. It is committed to working in ways that contribute to the world by supporting Creativity, Sustainabilityand Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made andactions taken.

PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such asFootball, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer

labels such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi.

The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn. The company, which was founded in 1948,distributes its products in more than 120 countries, employs more than 9,500 people worldwide and hasheadquarters in Herzogenaurach/Germany, Boston, London and Hong Kong.

Registered Office:Herzogenaurach, GermanyOfficial Company Language:EnglishStock:The PUMA share is listed for official trading on the Frankfurt and Munich stock exchanges. It istrading in the Prime Standard Segment and the Mid-Cap Index MDAX of the German StockExchange (Deutsche Brse).Shareholders (as of 12/31/2010):

71.58 % PPR Group (Main Shareholder)28.42 % of the PUMA shares are free flowed.Chairman of the Board and CEO:Jochen ZeitzBoard of Management:Jochen Zeitz (Chairman and CEO)Melody Harris-Jensbach (Deputy CEO)Klaus Bauer (Chief Operating Officer)Stefano Caroti (Chief Commercial Officer)Deputy Members of the Board of Management:Antonio Bertone (Chief Marketing Officer)Reiner Seiz (Chief Supply Chain Officer)Supervisory Board:PUMA's Supervisory Board consists of six members, four of whom represent the interests of the firm's stockholderswhile the remaining two serve as employee representatives.Franois-Henri Pinault (Chairman)Paris, FranceChairman and CEO of PPR S.A.Thore Ohlsson (Deputy Chairman)Falsterbo, SwedenPresident of Elimexo AB, Falsterbo/SwedenJean-Franois PalusParis, FranceDeputy Chief Executive Officer - Chief Financial Officer of PPR S.A.Grgoire AmiguesParis, FranceGlobal Strategic Head of PPR S.A.Oliver Burkhardt (Employees' Representative)Mhrendorf, Germany

PUMA AGErwin Hildel (Employees' Representative)Herzogenaurach, GermanyPUMA AGConsolidated Sales:PUMAs consolidated sales for the financial year 2010 were 2,706.4 million.Sales by Segments:The sales breakdown for the financial year 2010 by segment was as follows:

Consolidated Sales in % of Consolidated SalesFootwear: 1,424.8 million 52.6 %


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Apparel: 941.3 million 34.8 %

Accessories: 340.3 million 12.6 %

2,706.4 million 100 %

Financial Reporting:PUMA abides by the International Financial Reporting Standards "IFRS", and reports its earnings on a quarterly

basis.

Sustainability


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We are committed to working in ways that contribute to the world by supporting creativity, sustainability and peaceand by staying true to the values of being Fair, Honest, Positive and Creative in decisions made and actions taken.

The foundation for our activities is PUMAVision a concept that we intend to guide our work with its three coreprograms puma.creative, puma.safe and puma.peace.puma.safe comprises our initiatives and commitment for environmental protection and improved working conditionsthat have been in place for many years now. They will be complemented by new programs, which focus onimplementing cleaner, safer and more sustainable systems and processes within the supply chain.puma.peace supports the global Day of Ceasefire on September 21 every year through its initiative One Day OneGoal, which aims at getting people to play football with the idea that the power of sports will unite people in peace.

The initiatives ofpuma.creative creativity as the core competence of the brand - aim at bringing together artistsand different organizations for a mutual creative exchange and offering them an international platform.

Strategy Corporate strategy

Brand strategy

PUMAs Corporate Strategy

With the objective of being "The Most Desirable and Sustainable Sportlifestyle Company, PUMA's position as oneof the few, true multi-category brands is to be strengthened and the opportunities offered by the sportlifestylemarket are to be systematically exploited in all categories and regions. As a multicategory supplier, PUMA is activein categories and business fields/divisions that suit its unique brand positioning, and in which permanent valueincreases can be achieved for the company. PUMA is positioned as a sportlifestyle brand that takes pleasure inskillfully combining sports and lifestyle influences and which strives to contribute to a better world.

The above-mentioned brand positioning is to be supported by selectively expanding the existing product categories,by regional expansion, and by expansion with non-PUMA brands.

Our Brand Strategy
http://vision.puma.com/us/en/


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In 2009, we continued to strengthen our Sportlifestyle brand through unique events and marketing campaigns from PUMA City in Boston during the Volvo Ocean Race North American stopover to Usain Bolts Who Faster?campaign in Berlin during the World Championships.

In 2009, we also refined our brand manual. 10 is the very first brand manual to incorporate the four keys to

success of the global PUMAVision fair, honest, positive and creative. Our brand mission to be the mostdesirable Sportlifestyle brand in the world has not changed at all.

We have brought back the spirit of the DJ in our new Brand Promise to joyfully mix the influences of Sport andLifestyle with the desire to contribute to a better world. Joy is what we will try to bring to our consumers and iswhat will differentiate us from our competition its our point-of-view. While others talk about blood, sweat and tearsofsport, we recognize that they cannot be the only rewards. Rather, well talk about the moments of joy inherent inboth sport and life.

We are the brand that remembers what it was like to play the game and to play it with joy.

Its what weve always done best and now the time is right to bring the joy back again.So when we think aboutproduct, about marketing, retail or anything in our business,the first question we must ask is: Where is the Joy? Itcould be the feeling of running fast on a track, or getting social with your friends playing ping pong at a bar. Joy isbeing the best while having fun doing it.

With our fine tuned position of joy and our refined brand manual, 10, we look forward to becoming a stronger,more confident brand and continuing our tradition of fun-infused product and campaigns.

BrandsThe PUMA Group owns the brands PUMA, Cobra Golf and Tretorn.


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PUMA

PUMA starts in Sport and ends in the Fashion. Its Sport Performance and Lifestyle labels include categories suchas Football, Running, Motorsports, Golf, and Sailing. The Black label features collaborations with renowneddesigner labels such as Alexander McQueen, Yasuhiro Mihara and Sergio Rossi.

http://puma.com/

Cobra Golf

Cobra Golf is a leading golf equipment manufacturer, committed to providing superior-quality, high performanceproducts for avid golfers of all abilities. Cobra golf clubs offer golfers a competitive performance advantage andfunctionality through innovative design, such as 9 Point Face Technology, Adjustable Flight Technology and BafflerRail Technology. Cobra Golf is a major brand of COBRA-PUMA GOLF, a corporate division of PUMA NorthAmerica.

http://www.cobragolf.com/

Tretorn

Tretorn is casually refined and stylishly understated. Established by Henry Dunker in Helsingborg, Sweden at theend of the 19th century, Tretorn takes inspiration from its Scandinavian roots and carries this vitality of spiritthroughout its collection of leisure shoes, rubber boots and tennis balls. Tretorns expertise in rubber-madeproducts demonstrates a consistent commitment to quality and brand over hype, offering a collection mostappreciated by those with a practical sensibility and a lifestyle largely enjoyed outside.

http://tretorn.com/

BoardRules of Procedure for the Board of Management:

2009.11.05 GO VS EN
http://puma.com/http://www.cobragolf.com/http://tretorn.com/http://about.puma.com/wp-content/themes/aboutPUMA_theme/media/pdf/20091105GOVSEN.pdfhttp://about.puma.com/wp-content/themes/aboutPUMA_theme/media/pdf/20091105GOVSEN.pdfhttp://about.puma.com/wp-content/themes/aboutPUMA_theme/media/pdf/20091105GOVSEN.pdfhttp://www.tretorn.com/http://www.cobragolf.com/http://www.puma.com/http://puma.com/http://www.cobragolf.com/http://tretorn.com/http://about.puma.com/wp-content/themes/aboutPUMA_theme/media/pdf/20091105GOVSEN.pdf


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Board of ManagementJochen ZeitzChairman of the Board and Chief Executive Officer PUMA AG

Melody Harris-JensbachDeputy CEO PUMA AG

Klaus BauerChief Operating Officer PUMA AG

Stefano CarotiChief Commercial Officer PUMA AG

Antonio BertoneChief Marketing Officer PUMA AG

Reiner SeizChief Supply Chain Officer PUMA AG

sachit gambhir puma

Documents