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Puma is a German multinational company that designs and manufactures athletic and casual footwear, apparel and accessories. The brand is the third largest sportswear manufacturer in the world and it was founded in 1948 by Rudolf Dassler (brother of Adolf Dassler, who founded Adidas). The relationship between the two brothers deteriorated until the two agreed to split in 1948 and form two separate entities. Puma has one of the world’s most recognisable emblems and the four key points that stand behind the company’s philosophy are: be brave — don’t be afraid of taking risks and trust your instincts; be confident — make strong statements, be bold and believe in yourself; be determined — believe that success is endless pursuit to improve yourself; be joyful — live to play the game.