You see the Puma logo on shoes and tracksuits everywhere. But you wonder if this iconic sports brand ever crossed over into the world of denim. The idea seems a bit strange.

Yes, Puma has made jeans and continues to do so. They often release denim as part of high-profile collaborations, blending their sporty identity with streetwear fashion to create unique, limited-edition pieces.

In my two decades of making jeans, I've seen all kinds of brands try their hand at denim. It’s a timeless fabric that brands use to connect with a certain lifestyle. Puma is a classic example of a sportswear giant using denim strategically.

It's not about competing with traditional denim brands. It's about making a fashion statement. Let’s look at how they do it and the history behind this iconic brand.

Does Puma Really Make Jeans?

You search online for Puma jeans¹ but mostly find sneakers. You're starting to think they're a myth, something the brand experimented with and then abandoned long ago.

Yes, Puma does make jeans, typically through collaborations with designers and artists. For example, they've worked with A$AP Rocky² on baggy denim shorts and with Rhuigi on double-knee paneled jeans.

Puma’s approach to denim is very modern. They don't stock a huge, year-round collection of basic jeans like a traditional denim company might. Instead, they treat denim as a special material³ for high-impact fashion drops.

This is a smart strategy that I see many successful brands use. It creates excitement and positions denim as a premium fashion item, not just a workhorse garment.

Their collaborations are a perfect example. When they partnered with A$AP Rocky, a major figure in music and fashion, they created dark-wash denim shorts with a very specific baggy fit. This wasn't just a pair of shorts; it was a cultural statement.

Similarly, the jeans made with designer Rhuigi featured unique details like contrast panels and a double-knee construction. These are design elements that speak to a specific, fashion-forward audience.

For a designer like Dean, these collaborations show how a legacy brand can stay relevant and cool. It’s about using denim to tell a story, not just to make pants.

Is Puma Owned by the Same Company as Gucci?

You see Puma involved in high-fashion collaborations. This makes you wonder if it's connected to the luxury world, maybe even owned by a powerhouse like Gucci.

No, Puma is not owned by Gucci. They do have a historical link, however. Kering, the French luxury group that owns Gucci, once held a majority stake in Puma but later reduced its holdings.

In my business, understanding who owns which brand is important. It tells you about their strategy and resources. The Puma and Gucci connection is a common point of confusion.

Here’s the simple story. Kering is a massive French company that owns many famous luxury brands, including Gucci, Saint Laurent, and Balenciaga.

In 2007, Kering decided to expand into the sports and lifestyle market and bought a majority stake in Puma. For several years, Puma was part of this luxury family.

This relationship likely influenced Puma’s direction, pushing it to be more fashion-conscious.

However, Kering later decided to focus purely on high luxury. In 2018, they spun off most of their Puma shares to their own shareholders.

Today, they are separate companies. But the Pinault family, who control Kering, still holds a significant direct stake in Puma.

So while they aren't owned by Gucci, that time spent under the Kering umbrella helped shape Puma's fashion-forward identity that we see today.

What Was Puma Originally Called?

You see the famous leaping cat logo and it feels like it has been around forever. But every major brand has an origin story, and Puma's is one of the most famous in business.

Puma was originally part of the "Dassler Brothers Shoe Factory." It was founded in Germany by two brothers, Rudolf and Adolf Dassler, who later had a famous feud and split the company.

This story is legendary in the apparel world. It starts in the 1920s in a small German town. Two brothers, Rudolf and Adolf "Adi" Dassler, started making athletic shoes in their mother's laundry room. They were successful, even outfitting athletes for the Olympics.

But after World War II, the brothers had a massive falling out. The reasons are still debated, but the result was that they became bitter rivals.

In 1948, they split the business. Adi Dassler went on to found his own company, which he named after himself: "Adi-Das." Rudolf Dassler crossed the river to the other side of town and established his own shoe company.

He first named it "Ruda" (from Rudolf Dassler) but soon changed it to Puma.

This intense rivalry between two brothers and their two companies, Adidas and Puma, fueled decades of innovation in sportswear.

This history shows that a fighting spirit is part of Puma's DNA. It makes sense that they are bold enough to jump into a competitive market like denim.

Does the Puma Brand Still Exist Today?

With so many new sneaker and apparel brands emerging, you might wonder if a classic brand like Puma has managed to keep its place in the market.

Yes, the Puma brand is absolutely still in existence. It is a powerful global sportswear company⁴ and one of the top three athletic brands in the world, alongside Nike and Adidas.

Puma is not just surviving; it is a major force in the global market. The brand is far from fading away. They are constantly competing for market share in every category, from footwear and apparel to accessories.

Their strategy for staying relevant is brilliant and something I admire as a manufacturer. They have successfully built two pillars for their business: performance and lifestyle.

On the performance side, they sponsor major football clubs like Manchester City and superstar athletes like Neymar Jr. This keeps them credible as a serious sports brand.

On the lifestyle side, they use fashion and culture to connect with a broader audience. This is where their denim products⁵ come in.

By collaborating with icons like Rihanna and A$AP Rocky, they ensure the Puma logo is seen on stage and on city streets, not just on the sports field.

This dual strategy is why Puma has remained a household name for over 70 years and continues to grow.

Conclusion

Puma does make jeans as a fashion statement, it has a rich, independent history, and it remains a top global brand by smartly blending performance sports with streetwear culture⁶.

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