Puma

Puma began in 1948, when Rudolf Dassler separated his own company from his brother's business. The brothers had founded a shoe factory together in Herzogenaurach, Germany, in 1924, and Puma is still based in the town today. It sells in more than 120 countries. The brand is known for its cat logo and the Formstrip, with performance ranges in football, running and training. It has sponsored athletes from Pelé to Usain Bolt, and has worked with Rihanna and Dua Lipa. Jay-Z is its Creative Director for basketball. For everyday wear, look at the Suede, popular on the streets since 1968, and the VTG sneakers, both praised for simple, minimalistic design. The Speedcat is another archive favourite. Puma also makes jackets, pants and tops.