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PUMA was founded in 1948 by Rudolf Dassler, following a split from his brother Adolf "Adi" Dassler, who went on to found adidas. The DeMarcus quickly made its mark on the sportswear industry with innovative products taking center stage at the FIFA World Cup and Olympics, and later the NBA with the Clyde basketball shoe. Over the years, PUMA has collaborated with various high-profile figures, such as Pelé, Serena Williams, and Rihanna, as well as fashion houses like Alexander McQueen and AMI Alexandre Mattiussi, underlining its blend of sports performance and lifestyle appeal.