1991

• PUMA introduces its high-tech PUMA DISC SYSTEM sports shoe.
• PUMA enters into an exclusive partnership with Pittards, a premier leather manufacturing company based in England, which develops a new leather material exclusively for PUMA.

1992

• PUMA sponsored football team, Werder Bremen, wins the UEFA European Winners Cup in Lisbon.
• At the Barcelona Olympics, Heike Drechsler (long jump), Dieter Baumann (5000 meters), both
  German, and Great Britain’s Linford Christie (100 meters) all clinch Gold medals wearing PUMA spikes.
• PUMA increases its capital by DM 20 million; share capital amounts to DM 70 million.

1993

• Jochen Zeitz is appointed Chairman and CEO.
• Phase I of PUMA’s long-term corporate development plan is initiated whereby the aim is to restructure the company and establish a solid financial footing.
• Proventus/Aritmos B.V. become majority shareholder.
• At the Track and Field World Championships in Stuttgart, Germany’s Heike Drechsler, Jamaica’s Merlene Ottey, Linford Christie and Colin Jackson (both of UK) - together “PUMA's Fantastic Four” - all win Gold medals. Colin Jackson (110 meter hurdles) sets a new world record with 12.91 seconds that has not been broken until today.
• PUMA team Werder Bremen wins the German Football Championship.

1994

• Merlene Ottey and Colin Jackson set indoor world records over the 50 meter dash and the 60 meter high hurdles respectively.
• PUMA’s successful grass root initiative Street Soccer is born.
• PUMA posts a profit (DEM 25 million) for the first time since its IPO in 1986.
• Argentinean statement team and PUMA partner Velez Sarsfield (as reigning South American Copa Libertadores Champions) win the World Club Championship in Tokyo by beating A.C. Milan 2-0.

1995

• Within one hour of each other, Linford Christie sets two indoor sprint records wearing PUMA spikes at the 60 meter (6.47 seconds) and 200 meter (20.25 seconds) races.
• At the World Championships in Göteborg, Great Britain’s Jonathan Edwards clinches Gold and  sets a new world record (18.29 meters, which still stands) in the triple jump. Merlene Ottey takes Gold in the 200 meter sprint.
• Spanish PUMA team Real Saragossa wins the UEFA European Cup Winners’ Cup.

1996

• PUMA presents its PUMA CELL technology, the first foam-free midsole.
• PUMA acquires its licensee in North America and establishes “PUMA North America, Inc.” as a wholly-owned subsidiary.
• PUMA AG is included in the German mid-cap index M-Dax.
• PUMA introduces a new Pittards leather - Pittards Soccer 2000 - developed exclusively for the KING boot. This new generation of the KING boot is first unveiled at EURO '96 in England. Wearing the boot at its debut, the Czech team reaches the finals.
• PUMA Team Atletico Madrid wins the Spanish Football League and Cup titles.
• PUMA celebrates the 2nd Street Soccer Cup Final in London, England, with 28 countries participating.

1997

• Phase II of PUMA’s long-term development plan starts. Its aim is to reposition the brand through investment in marketing and product development.
• PUMA’s new Italian subsidiary starts operations.
• PUMA’s first joint venture is established in Chile.
• PUMA achieves the fourth consecutive record result in operations.
• The US film and production company Monarchy/Recency Enterprises acquires shares from Proventus AB and increases its shareholding in PUMA to 25 %. Thus, it becomes the company’s new majority shareholder.
• PUMA becomes the official supplier of the Cameroon National Football Team.
• PUMA CELLERATOR: the first CELL football shoe to feature cushioning technology without featuring a midsole is unveiled.

1998

• As the first sports brand, PUMA merges sports and fashion and enters a co-operation with designer Jil Sander. PUMA and Jil Sander jointly launch a footwear collection. PUMA signs a sponsoring agreement with Serena Williams and also officially sponsors the Corel WTA Tour.
• PUMA successfully places products in Hollywood movies such as “City of Angels”, starring Nicolas Cage and Meg Ryan.
• In football, PUMA boots appear on the feet of 23% of the players that make an appearance at the World Cup in France.
• PUMA partners up with North Carolina super basketball talent Vince Carter who will soon go on to join Toronto Raptors in the NBA draft.

 

1999

• PUMA acquires its licensee PUMA UK from Dunlop Slazenger and turns it into a wholly-owned subsidiary.
• PUMA signs boxing star Oscar De La Hoya and French striker Nicolas Anelka.
• At the IAAF World Championships in Athletics held in Maebishi, Japan, Colin Jackson wins the 60 meter hurdles race. Jamie Baulch wins the 400 meter event.
• Four PUMA track and field stars take the World Champion title in the IAAF World Championships in Sevilla, Spain: Colin Jackson (110 meter hurdles), Wilson Kipketer, Denmark (800 meter), Christopher Kosgei, Kenya (3000 meter steeplechase), Tsiamita Paraskevi, Greece (triple jump), and Noah Ngeny, Kenya, breaks the world record for the 1000 meters in 2:11.96 min.
• With the support of LogoAthletic, PUMA returns to American Team Sports and becomes the official on-field supplier of the U.S. National Football League (NFL). PUMA also outfits nine teams of the National Basketball Association (NBA).
• PUMA opens its first Concept Store in Santa Monica, California.
• Serena Williams wins her first Grand Slam tournament, the U.S. Open, by beating Martina Hingis.
• PUMA becomes the official supplier of the National Football Team of Egypt.
• PUMA signs Cameroon player Samuel Eto'o.
• PUMA team S.S. Lazio wins the last UEFA European Cup Winners Cup in Birmingham and later clinch the European Super Cup by beating Manchester United in Monaco.
• PUMA basketball star Vince Carter is named NBA “Rookie of the Year”.

2000

• Model Christy Turlington and PUMA jointly launch the Nuala yoga-inspired collection.
• PUMA enters a partnership with Porsche and Sparco to produce fireproof footwear for racecar fans.
• PUMA launches its first online store on www.puma.com.
• PUMA triumphs in Italy as statement team S.S. Lazio wins a league and cup treble (Seria A, the Italian Cup and the Italian Super Cup).
• PUMA team Cameroon goes on to win the Africa Cup beating Nigeria on penalties in Lagos. Six months later, they win their country’s first ever Olympic Gold medal in Sydney.
• Samuel Eto'o is voted 'Young African Player of the Year' by the Confederation of African Football.
• Greek sprinter Konstantinos Kenteris (200 meters) and Kenyan mid-distance specialist Noah Ngeny (1500 meters) – both PUMA athletes - win Gold at the Sydney Olympic Games.