Welcome to Rethink This, a (somewhat) monthly column where I revisit once popular stores and brands that have fallen by the wayside in the hopes that CF readers will see them in a new light.

Oh, Puma.

Once the footwear of choice for elementary school soccer practices and “hip” uncles everywhere, the brand has been consistently killing it as of late.

However, it’s hard to deny that the company hasn’t been blessed by the street style gods as say, frequent competitors Adidas and Converse has been. Until fairly recently, you’d be hard pressed to find anyone other than professional soccer players rocking the brand.

Table of Contents

History 

The company that would eventually evolve into footwear brands Puma and Adidas was founded in 1924 as Gebruder Dassler Schuhfabrik by brothers Adolf and Rudolf Dassler in Germany. The Dasslers relationship was contentious and the brothers agreed to split in 1948, forming two separate entities, Adidas and Puma.

Puma continued to flourish as the sponsor of several prominent athletes over the years, such as soccer phenomenon Pele, New York Knick Walt “Clyde” Frazier, footballer Joe Namath, and Olympian Usain Bolt. Puma has faced stiff competition from Adidas since its founding, which contributed to declining sales in the late ’90s and early 2000s. The brand has also faced criticism in its lack of transparency regarding their employment and environmental practices. Puma has since pledged greater transparency for its consumers.

In December 2014, style icon and international recording artist Rihanna was named Creative Director of Puma’s womenswear line, signaling a fashionable turnaround for the brand. More recently, Puma released a four shoe collection designed by singer and street style maven Solange Knowles. This is Solange’s third collection for the brand and the collaboration is called “Word To The Woman”, meant to celebrate women everywhere.