Puma

Though the history of Puma is intrinsically tied to the notion of performance, it was first a family affair. It all began in the 1920s, when the Dassler brothers decided to start designing sports shoes. Barely a few years later, their products were front and centre at the world's most important sporting event: the Olympics. Though plenty of top German athletes were wearing the trainers designed in the Dassler factory, it was the four gold medals won by Jesse Owens that put them firmly in the spotlight. In 1948, the brothers went their separate ways and Rudolf Dassler created Puma, a new entity driven by his expertise in performance and represented by a leather stripe that hugs the shape of the foot. This stripe has become almost as recognisable as the famous feline logo emblazoned on Puma shoes. And the success continued, led by one shoe in particular, the Suede Classic. Its suede upper was designed for the 1968 Mexico City Olympic Games for sprinter Tommie Smith, and its style was an immediate hit. Ten years later, the shoe was adopted by basketball players. The following decade, it became the favourite of New York rappers. And so Puma carved out a place for itself in popular culture, and began to associate itself with celebrities closer to the world of fashion than to that of sport. Selena Gomez, Cara Delevigne and Kylie Jenner became its muses, while Rihanna imagined four collections presented in Paris and New York. Almost eighty years after its birth, Puma is still the benchmark for sporting performance and comfort. And its four key values could easily be applied to any sporting great: be brave, confident, determined and joyful. It’s a mindset that translates into its designs. Colourful and original, they confirm the lifestyle aspiration of the German brand. Another of its blockbusting bestsellers, the Mayze – already spotted on many a cool fashionista – is now available in a Stack version, for a bolder and chunkier style. We also love the retro Cali Dream and Slipstream designs. But if you prefer your sneakers with a sportier feel, the Mirage, OP1 Pwrframe and Wild Rider are for you.