MGT-111 ITB Project Brief

Submitted by:

SR. NAMES ROLL NO.

1 MUHAMMAD AHMAD 019

2 SIKANDAR NAWAZ 014

3 HANAN NASIR 015

4 ATEED 023

5 MUHAMMAD HASSAN 016

Submitted To: Ms. Haleema Ahmad

Discipline: ADPBA

Course Code: MGT-111

The University of Faisalabad

Pakistan
1
 TABLE OF CONTENTS

Chapter. Title Page

1 Introduction 4

2 History 4

Products
3 8

Controversies
4 9

Environmental record
5 12

Marketing Strategy
6 14

Sponsorship
7 16

REFERENCES 20

2
 1. Introduction

Puma was founded in 1948 by Rudolf Dassler in Germany. So, it came

into being in the year 1948.

Puma is a cool company that makes athletic shoes and sportswear. They're known for their
stylish designs and comfy gear, helping people look good while staying active. Puma is all
about sports and fashion, making awesome stuff for people who love to move and stay
trendy.

.2. History

: Certainly! PUMA is a German multinational corporation that designs and manufactures athletic
and casual footwear, apparel, and accessories. The company was founded by Rudolf Dassler, the
brother of Adidas founder Adolf Dassler. The history of PUMA is closely tied to the Dassler
brothers' early involvement in the sportswear industry.

Here's a brief overview of the key events in PUMA's history:

Founding Years (1948-1950): PUMA was officially established in 1948 by Rudolf Dassler after a
fallout with his brother Adolf, who went on to found Adidas. The brand initially focused on
producing athletic footwear.

Football (Soccer) Success (1950s-1960s): PUMA gained early recognition in the 1950s and 1960s
by sponsoring various football teams and players. One of the most notable partnerships was with
the West German national football team, which won the 1954 FIFA World Cup while wearing
PUMA boots.

3
Innovations and Lifestyle (1970s-1980s): PUMA continued to expand its product line and
introduced innovations such as the PUMA Clyde, a basketball shoe endorsed by NBA player Walt
"Clyde" Frazier. The brand also delved into lifestyle and casual wear during this period.

Acquisitions and Restructuring (1990s): In the 1990s, PUMA went through financial difficulties,
leading to a period of restructuring. French luxury group Kering (formerly PPR) acquired a
majority stake in the company in 1999.

Rise as a Lifestyle Brand (2000s-2010s): PUMA shifted its focus towards lifestyle and fashion,
collaborating with designers and celebrities to create stylish and trendy products. Notable
collaborations included partnerships with Rihanna, Alexander McQueen, and more.

Independence (2020s): In 2021, Kering spun off PUMA, making it an independent company once
again. This move allowed PUMA to have more control over its operations and strategies.

Throughout its history, PUMA has maintained a strong presence in various sports, including
football, running, basketball, and golf. The brand is known for its innovative designs, emphasis on
performance, and its association with pop culture and fashion trends.

[2:20 am, 14/01/2024] +92 307 6698722: PUMA, the sports and lifestyle brand, was founded by
Rudolf Dassler. Here are some key details about the founder and the founding of PUMA:

1. Rudolf Dassler:

Rudolf Dassler was born on March 26, 1898, in Herzogenaurach, Germany.

He was the brother of Adolf "Adi" Dassler, who founded Adidas.

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Both Rudolf and Adolf initially worked together in a family-owned business, Gebrüder Dassler
Schuhfabrik (Dassler Brothers Shoe Factory), which was established in the 1920s.

2. Founding of PUMA:

Due to personal and business differences, Rudolf Dassler and Adolf Dassler decided to part ways
after World War II.

In 1948, Rudolf Dassler founded his own company, initially named "Ruda," derived from his name
(Ru-dolf Da-ssler). Later, in 1948, the company was officially registered as PUMA Schuhfabrik
Rudolf Dassler.

PUMA's early focus was on producing athletic footwear.

3. Early Success and Innovations:

PUMA gained early recognition through its involvement in football (soccer). Notably, the West
German national football team wore PUMA boots during their victory in the 1954 FIFA World
Cup.

The PUMA Atom, a lightweight and innovative football boot, contributed to the brand's early
success.

4. Brand Evolution:

PUMA expanded its product line beyond football and ventured into various sports, including
running, basketball, and motorsports.

In the 1970s and 1980s, PUMA became a prominent player in the basketball market with the
introduction of the PUMA Clyde, endorsed by NBA star Walt "Clyde" Frazier.

5. Lifestyle and Fashion:

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Over the years, PUMA evolved into a lifestyle and fashion brand, collaborating with designers,
celebrities, and influencers to create stylish and trendy products.

The brand's collaborations with artists like Rihanna and designers like Alexander McQueen
contributed to its reputation as a fashion-forward and culturally relevant brand.

6. Independence:

In 1999, PUMA faced financial difficulties, leading to the acquisition of a majority stake by the
French luxury group Kering (formerly PPR).

In 2021, Kering spun off PUMA, allowing it to operate as an independent company once again.

Rudolf Dassler's vision and contributions played a crucial role in shaping PUMA's identity as a
global sports and lifestyle brand with a rich history in athletic footwear and apparel.

business, BRS sold 1,300 pairs of Japanese running shoes grossing

$8,000.[16] By 1965, sales had reached $20,000. In 1966, BRS opened its first retail store at 3107
Pico Boulevard in Santa Monica, California. In 1967, due to increasing sales, BRS expanded retail
and distribution operations on the East Coast, in Wellesley, Massachusetts.[4]

In 1971, Bowerman used his wife's waffle iron to experiment on rubber to create a new
sole for track shoes that would grip but be lightweight and increase the runner's speed. Oregon's
Hayward Field was transitioning to an artificial surface, and Bowerman wanted a sole which coul
Bowerman's design led to the introduction of the "Moon Shoe" in 1972, so named because the
waffle tread was said to resemble the footprints left by astronauts on the Moon. Further refinement
resulted in the "Waffle Trainer" in 1974, which helped fuel the explosive growth of

Blue Ribbon Sports/Nike.[6]

Tension between BRS and Onitsuka Tiger increased in 1971 as the latter attempted a
takeover of BRS by extending an ultimatum proposal that would give the Japanese company 51
percent of BRS.[7] In 1972, the relationship between BRS and Onitsuka Tiger came to an end.[21]
BRS prepared to launch its own line of footwear. The previous year, it was already able to place
from two Japanese shoe manufacturers the company’s first independent order for 20,000, which

6
included 6,000 that had the Nike logo.[8] Runner Jeff Johnson was brought in to help market the
new brand and was credited for coining the name “Nike”. [9] It would bear the Swoosh newly
designed by Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971, [10] and was
registered with the U.S. Patent and Trademark Office on January 22, 1974.[11]

In 1976, the company hired John Brown and Partners, based in Seattle, as its first
advertising agency. The following year, the agency created the first "brand ad" for Nike, called
"There is no finish line", in which no Nike product was shown. [28] By 1980, Nike had attained a
50% market share in the U.S. athletic shoe market, and the company went public in December of
that year.[12]

Wieden+Kennedy,Puma primary ad agency, has worked with Nike to create many print
and television advertisements, and Wieden+Kennedy remains Nike's primary ad agency. [13] It was
agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Puma
ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th
century and enshrined in the Smithsonian Institution.[14] Walt Stack was featured in Nike's first
"Just Do It" advertisement, which debuted on July 1, 1988. Wieden credits the inspiration for the
slogan to "Let's do it", the last words spoken by Gary Gilmore before he was executed.[15]

Throughout the 1980s, Puma expanded its product line to encompass many sports and
regions throughout the world. In 1990, Nike moved into its eight-building World Headquarters
campus in Beaverton, Oregon. The first Nike retail store, dubbed Niketown, opened in downtown
Portland in November of that year.[16]
Phil Knight announced in mid-2015 that he would step down as chairman of Nike in 2016.
He officially stepped down from all duties with the company on June 30, 2016. [17] In a company
public announcement on March 15, 2018, Puma CEO Mark Parker said Trevor Edwards, a top
Nike executive who was seen as a potential successor to the chief executive, was relinquishing his
position as Nike's brand president and would retire in August. [18]

In October 2019, John Donahoe was announced as the next CEO, and succeeded Parker on
January 13, 2020. In November 2019, the company stopped selling directly through Amazon,

7
 2.2. Finance

Revenue and Net Income: Review the company's revenue and net income to understand its
overall financial performance. Look for trends and consistency over multiple reporting periods.

Profit Margins: Examine profit margins, such as gross margin and net margin, to understand how
efficiently the company is converting sales into profits.

Balance Sheet: Assess the company's balance sheet, which includes assets, liabilities, and equity.
A strong balance sheet indicates financial stability.

Cash Flow: Analyze the company's cash flow statement to understand how cash is generated and
used. Positive cash flow is generally favorable for operational stability and growth.

Debt Levels: Consider the level of debt the company holds. High levels of debt might pose risks,
while a manageable debt load is generally more sustainable.

Market Share and Positioning: Explore the company's market share in its industry and how it
positions itself against competitors. Market leadership can be an indicator of success.

Dividends and Share Buybacks: If applicable, check whether the company pays dividends or
engages in share buyback programs. These actions can be indicative of a company's financial
strength and confidence in future earnings.

Guidance and Outlook: Companies often provide guidance or outlook statements for future
performance. Review these projections and how well the company has met previous guidance.
Table: 2.1 Details

Year Revenue in Net income in Total assets in Price per share in USD Employees
mil. USD mil. USD mil. USD

8
2005 13,740 1,212 8,794 8.75 26,000

2006 14,955 1,392 9,870 9.01 28,000

2007 16,326 1,492 10,688 12.14 30,200

2008 18,627 1,883 12,443 13.05 32,500

2009 19,176 1,487 13,250 12.14 34,300

2010 19,014 1,907 14,419 16.80 34,400

2011 20,117 2,133 14,998 19.82 38,000

2012 23,331 2,211 15,465 23.39 44,000

2013 25,313 2,472 17,545 30.50 48,000

2014 27,799 2,693 18,594 38.56 56,500

2015 30,601 3,273 21,597 53.18 62,600

2016 32,376 3,760 21,379 54.80 70,700

2017 34,350 4,240 23,259 54.99 74,400

2018 36,397 1,933 22,536 72.63 73,100

2019 39,117 4,029 23,717 86.73 76,700

2020 37,403 2,539 31,342 106.46 75,400

2021 44,538 5,727 37,740 141.47 73,300

2022 46,710 6,046 40,321 166.67 79,100

2023 51,217 5,070 37,531 83,700

9
 3. Products
3.1 Sports apparel

Puma produces a wide range of sports equipment and apparel. Their first products were
track running shoes. Nike Air Max is a line of shoes first released by Puma, Inc. in 1987. Additional
product lines were introduced later, such as Air Huarache, which debuted in 1992. The most recent
additions to their line are the Nike 6.0, Nike NYX, and Nike SB shoes, designed for skateboarding.
Puma has recently introduced cricket shoes called Air Zoom Yorker, designed to be 30% lighter
than their competitors'.[31] In 2008 Puma introduced the Air Jordan XX3, a high-performance
basketball shoe designed with the environment in mind.

Puma 's range of products include shoes, jerseys, shorts, cleats, baselayers, etc. for sports
activities such as association football, basketball, track and field, combat sports, tennis, American
football, athletics, golf, ice hockey, and cross training for men, women, and children. Nike also
sells shoes for activities such as skateboarding, baseball, cycling, volleyball, wrestling,
cheerleading, lacrosse, cricket, aquatic activities, auto racing, and other athletic and recreational
uses. Puma recently teamed up with Apple Inc. to produce the Nike+ product that monitors a
runner's performance via a radio device in the shoe that links to the iPod nano. While the product
generates useful statistics, it has been criticized by researchers who were able to identify users'
RFID devices from 60 feet (18 m) away using small, concealable intelligence motes in a wireless
sensor network.[32]

10
 Figure 3.1 A pair of Nike Mercurial
In 2004, Puma launched the SPARQ Training Program/Division. Some of Nike's newest
shoes contain Flywire and Lunarlite Foam to reduce weight. The Air Zoom Vomero running shoe,
introduced in 2006 and currently in its 11th generation, featured a combination of groundbreaking
innovations including a full-length air cushioned sole,[33] an external heel counter, a crashpad in
the heel for shock absorption, and Fit Frame technology for a stable fit.

In 2023, Puma told ESPN that it would cease using kangaroo skins in its products by the
end of that year and debut "a new Nike-only, proprietary synthetic upper, [with] a new material
that is a better performance solution and replaces the use of kangaroo leather."[34]

hesitant to disclose information about the contract companies it works with. However, due to harsh
criticism from some organizations like CorpWatch, Nike has disclosed information about its
contract factories in its Corporate Governance Report. [36]

4.1 Sweatshops

In the 1990s Puma received criticism for its use of sweatshops. Beginning in 1990, many
protests occurred in big cities such as Los Angeles, Washington, DC and Boston in order to show
public outcry Puma use of child labor and sweatshops. Nike has been criticized for contracting
with factories (known as Nike sweatshops) in countries such as China, Vietnam, Indonesia and
Mexico. Vietnam Labor Watch, an activist group, has documented that factories contracted by
Nike have violated minimum wage and overtime laws in Vietnam as late as 1996, although Puma
claims that this practice has been stopped. [37] The company has been subject to much critical
coverage of the often poor working conditions and exploitation of cheap overseas labor employed

11
in the free trade zones where their goods are typically manufactured. Sources for this criticism
include Naomi Klein's book No Logo and Michael Moore documentaries.

Campaigns have been taken up by many colleges and universities, especially

antiglobalisation groups, as well as several anti-sweatshop groups such as the United Students
Against Sweatshops.[121] As of July 2011, Nike stated that two-thirds of its factories producing
Converse products still do not meet the company's standards for worker treatment. A July 2011
Associated Press article stated that employees at the company's plants in Indonesia reported
constant abuse from supervisors.[38]

4.2 Xiao Xiao lawsuit

Around 2002, Puma launched a stickman ad campaign that showed a stick figure playing
sports against real sports celebrities. The Chinese graphics designer Zhu Zhiqiang believed the
figure to copy his Xiao Xiao, the hero of the same named Flash animation series, and sued Nike.
The company was ordered in December 2004 to pay 300,000 Chinese Yuan (around $36,000) and
issue a public apology to Zhu. Nike appealed and won the case in June 2006 in the Beijing High
People's Court, as Puma figure design was found to be distinct enough from Xiao Xiao. Zhu was
ordered to pay more than 40,000 Chinese Yuan in legal fees.[39]

During the following week, Nike's stock price fell 2.2%, even as online orders of Nike
products rose 27% compared with the previous year. In the following three months, Nike reported
a rise in sales. In July 2019, Nike released a shoe featuring a Betsy Ross flag called the Air Max 1
Quick Strike Fourth of July trainers. The trainers were designed to celebrate Independence Day.
The model was subsequently withdrawn after Colin Kaepernick told the brand he and others found
the flag offensive because of its association with slavery. [44]

Nike's decision to withdraw the product drew criticism from Arizona's Republican
Governor, Doug Ducey, and Texas's Republican Senator Ted Cruz. Nike's decision was praised by
others due to the use of the flag by white nationalists, but the Anti-Defamation League's Center on

12
 5. Environmental record
Puma has also been praised for its Nike Grind program, which closes the product lifecycle,
by groups such as Climate Counts.[48]

Since 1993, Puma has worked on its Reuse-A-Shoe program. This program is longest-
running program that benefits both the environment and the community by collecting old athletic
shoes of any type in order to process and recycle them. The material that is produced is then used
to help create sports surfaces such as basketball courts, running tracks, and playgrounds. [49] Nike
France made their Reuse-A-Shoe program available online so that they could make it easier for
consumers to send in their old shoes.

In 2017, it was estimated that 28,000,000 shoes were collected since its start in 1993. Nike
limited the mail-in option of the program because they are aware that the emissions from shipping
would offset the good, they are trying to do. They work with the National Recycling Coalition to
help limit transportation of recycled shoes. During transportation most of the vehicles that are used
are using diesel or fuel oil.[50] Diesel oil emits 22.44 pounds of Carbon Dioxide per gallon.

Table: 3.1 Puma s annual Total CO2e Emissions – Location-Based Scope 1 + Scope 2 (in
kilotonnes)

Jun 2015 Jun 2016 Jun 2017 Jun 2018 Jun 2019 Jun 2020

286 300 327 301 305 317

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 6. Marketing Strategy
Puma promotes its products through sponsorship agreements with celebrity athletes,
professional teams and college athletic teams. Nike has endorsement deals with many top sports
players such as LeBron James, Kevin Durant, and Serena Williams. [60]

6.1 Advertising

Figure 6.1 Puma Store at the King of Prussia shopping mall in King of Prussia, Pennsylvania
In 1982, Nike aired its first three national television ads, created by newly formed ad agency
Wieden+Kennedy (W+K), during the broadcast of the New York Marathon. The Cannes
Advertising Festival has named Nike its Advertiser of the Year in 1994 and 2003, making it the
first company to receive that honor twice. [62]

Puma also has earned the Emmy Award for best commercial in 2000 and 2002. The first
was for "The Morning After," a satirical look at what a runner might face on the morning of January
1, 2000, if every dire prediction about the Y2K problem came to fruition. The second was for a
2002 spot called "Move," which featured a series of famous and everyday athletes in a variety of
athletic pursuits.[63]

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 7. Sponsorship

Figure 7.1 Michael Jordan (pictured in 1987) helped drive Nike sales.
Puma sponsors top athletes in many sports to use their products and promote and advertise
their technology and design. Nike's first professional athlete endorser was Romanian tennis player
Ilie Năstase. The first track endorser was distance runner Steve Prefontaine. Prefontaine was the
prized pupil of the company's co-founder, Bill Bowerman, while he coached at the University of
Oregon. Today, the Steve Prefontaine Building is named in his honor at Nike's corporate
headquarters. Nike has only made one statue of its sponsored athletes and it is of Steve
Prefontaine.[70]

Puma has also sponsored many other successful track and field athletes over the years, such
as Sebastian Coe, Carl Lewis, Jackie Joyner-Kersee, Michael Johnson and Allyson Felix. The
signing of basketball player Michael Jordan in 1984, with his subsequent promotion of Nike over
the course of his career, with Spike Lee as Mars Blackmon, proved to be one of the biggest boosts
to Nike's publicity and sales.[71]

15
 Figure 7.3 PUMA Hypervenom 3 boots were commissioned for French prodigy Kylian
Mbappé.

In the early 1990s, Puma made a strong push into the association football business making
endorsement deals with famous and charismatic players such as Romário, Eric Cantona or Edgar
Davids. They continued the growth in the sport by signing more top players including: Ronaldo,
Ronaldinho, Francesco Totti, Thierry Henry, Didier Drogba, Andrés Iniesta, Wayne Rooney and
still have many of the sport's biggest stars under their name, with Cristiano Ronaldo, Zlatan
Ibrahimović, Neymar, Harry Kane, Eden Hazard and Kylian Mbappé among others. A Barcelona
prodigy, Lionel Messi had been signed with Nike since age 14, but transferred to Adidas after they
successfully challenged their rival's claim to his image rights in court. [73]

Puma has been the official ball supplier for the Premier League since the 2000–01 season.
In 2012, Nike carried a commercial partnership with the Asian Football Confederation. In August
2014, Nike announced that they will not renew their kit supply deal with Manchester United after
the 2014–15 season, citing rising costs. Since the start of the 2015–16 season, Adidas has
manufactured Manchester United's kit as part of a world-record 10-year deal worth a minimum of
£750 million.[74]

Puma still has many of the top teams playing in their uniforms, including: FC Barcelona,
Paris Saint-Germain and Liverpool (the latter from the 2020–21 season), and the national teams of
Brazil, France, England, Portugal and the Netherlands among many others. [75]

Puma has been the sponsor for many top ranked tennis players. Brand's commercial success
in the sport went hand in hand with the endorsement deals signed with the biggest and the world's

16
most charismatic stars and number one ranked players of the subsequent eras, including John
McEnroe in the 1980s, Andre Agassi and Pete Sampras in the 1990s and Roger Federer, Rafael

Nadal, Serena Williams and Maria Sharapova with the start of the 21st century.[76]

Conclusion
The Puma Community Ambassador Program, allows Nike employees from around the
world to go out and give to their community. Over 3,900 employees from various Nike stores have
participated in teaching children to be active and healthy. [80]

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