Puma was founded in 1948 by Rudolf Dassler after leaving his brother's shoe company. It is now a global brand distributing products in over 120 countries. Puma uses strategies like product diversification, innovation, collaboration, advertising, brand endorsements, and corporate social responsibility. Some of Puma's collaborations include Alexander McQueen and Sergio Rossi. The company focuses on gaining commercial advantage through research and development of new technologies and designs.