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  • Foundation of Gebrüder Dassler Schuhfabrik, Herzogenaurach, Germany.


  • Competing at the Berlin Olympic Games, American hero Jesse Owens wins four Gold medals wearing Dassler shoes. During the Games, almost every member of the German Football team wears Dassler shoes. In total, seven Gold and five Bronze medals as well as two world and three Olympic records are won and set by athletes wearing Dassler shoes.


  • PUMA Schuhfabrik Rudolf Dassler is founded.
  • Introduction of the PUMA ATOM, PUMA’s first football shoe.


  • Rudolf Dassler starts developing and producing football boots with screw-in studs.


  • On-going development of the football boot with screw-in studs in cooperation with football experts such as Sepp Herberger (German national coach).
  • In the first post-war football match, several members of the West German national football team wear PUMA boots, including the scorer of West Germany’s first post-war goal, Herbert Burdenski.


  • First tests of the SUPER ATOM.


  • Josef Barthel of Luxembourg wins PUMA’s first Olympic Gold (1500 meters) in Helsinki, Finland and the US-women relay team wins Gold for the 4x100 meters – all wearing PUMA.
  • Production of the SUPER ATOM.
  • At the start of the season, the SUPER ATOM is being distributed to top players and selected stores.
  • The SUPER ATOM is worn for the first time by top players of the clubs Borussia Dortmund (10 players), Eintracht Frankfurt (1 player), VfB Stuttgart (9 players) as well as 1. FC Kaiserslautern (7 players). Among others, two players wearing the SUPER ATOM for the first time are Horst Eckel und Werner Liebrich, who, due to their excellent performance in the field, advance into the German national team.


  • Advertisement campaign „Deutschlands Fußball-Elite“(Germany´s football elite) accompanies the successful launch of the SUPER ATOM.
  • Development and first tests of the enhanced version BRASIL.


  • In Yokohama, West Germany’s Heinz Fütterer sets a new world record in the 100 metres sporting PUMA shoes.
  • Launch of BRASIL with top football players of the club Hannover 96.
  • In May, during the finals of the German football championships, Hannover 96 wins against 1. FC Kaiserslautern in Hamburg and is crowned the Champion of the German premier league that season. Eight out of eleven champions wear the PUMA screw-in stud boots BRASIL.
  • Launch of the advertisement campaign „So war es in Hamburg“ (“That’s what it was like in Hamburg”).


  • Swedish and Brazilian national team football players, competing at the World Cup in Sweden, wear PUMA shoes sporting PUMA’s signature formstrip for the first time.


  • The company is transformed into a limited partnership, registered under PUMASportschuhfabriken Rudolf Dassler KG.


  •   West Germany’s Armin Hary wins the 100 meter sprint at the Olympic Games in Rome wearing PUMA track shoes.
    PUMA is the first sports shoe manufacturer to use the technologically advanced vulcanization production technique.


  • Pelé, for the second time in a row, wins a World Cup in PUMA boots, in Chile.


  • Belgium’s Gaston Roelants (3000 meters steeplechase), Great Britain’s Mary Rand (long jump) and Ethiopia’s Abebe Bikila (marathon) win Gold medals wearing PUMA at the Tokyo Olympic Games.


  • At the World Cup in England, legendary PUMA KING football shoes are sported for the first time by Portuguese superstar Eusebio, top scorer and “Player of the Tournament”.


  • Four PUMA athletes win Gold medals at the Olympic Games in Mexico: Tommie Smith (200 meters), Lee Evans (400 meters/4 x 400 meters), Willie Davenport (110 meters high hurdles) and Bob Seagren (pole-vault).
  • Wearing PUMA track shoes, Jim Hines is the first man to run the 100 meter sprint in less than 10 seconds.
  • PUMA is the first manufacturer to offer sports shoes with Velcro® fasteners.


  • Quarterback Joe Namath leads the New York Jets (American football team) to success in the Super Bowl III, wearing PUMA shoes.


  • Pelé – again “Player of the Tournament” – wears PUMA KING boots and helps Brazil to win his and his country’s third World Cup title by beating Italy in the Mexico finals.

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