PUMA’s Sportstyle Business exemplifies how we influence and shape culture and lifestyle through the lens of sports under our “Forever Faster” brand platform. Our great heritage and our roots in sports serve us as an inspiration in order to deliver innovative performance and sports-inspired products as well as classical basic products.

In 1998, for the first time in its history, and as the first sports brand ever, PUMA began to merge sports and fashion by launching a partnership with the very influential designer, Jil Sander. Ever since, we have been venturing into our archive, creating iconic design classics from the PUMA Suede to the re-launch of the PUMA Trinomic series, leveraging our clear positioning in sports to enthuse customers around the world.

Under the PUMA SELECT Label, PUMA engages today in exciting collaborations with renowned design brands such as McQ by Alexander McQueen and unique assorted design houses and street fashion designers such as Vashtie, ALIFE and KITH.

In January 2015, global cultural icon Rihanna joined the PUMA brand ambassador roaster. These collections represent Rihanna’s fresh, forward thinking and non-traditional approach to sports, fitness and lifestyle – fusing Rihanna’s personality, love of sports, spirit and style into the growing footwear and apparel segment.