PUMA Archive 2024 Recap
Preserving the FOREVER in FOREVER. FASTER.
December 27, 2024Preserving the FOREVER in FOREVER. FASTER.
December 27, 2024It’s time to take a victory lap through the highlights of our PUMA Archive, as we approach the end of 2024. This year has once again been packed with record-breaking achievements, personal bests and brand heat, with our Archive team at the forefront to preserve all our history-making moments. Join us as we recap the highlights for our PUMA Archive 2024!
“The PUMA Archive builds the foundation of every PUMA story. By preserving our rich history, we ensure that future product launches are grounded in authenticity, and we bring credibility to every story shared, whether through exhibitions, podiums, talks, events or beyond. We are the keepers of the PUMA DNA, and our work ensures that the essence of PUMA is remembered and celebrated for generations to come.”
Ulrich Planer, Lead PUMA Archive
The PUMA Archive
in Numbers
Where the PUMA Trasures slumber
The PUMA Archive is a treasure trove of sports history and innovation, dedicated to preserving the legacy of our brand. From shoes and apparel to unique brand items, the Archive team ensures that iconic products and the inspiring stories of our PUMA Legends live on.
“What I love most about working in the Archive is handling genuine pieces of history. If you follow this sport or culture, you can truly feel the weight of these items—ones that broke world records, achieved milestones, or shaped entire subcultures. It’s amazing to see how they can inspire the next generation of athletes, designers, and products.”
Tung Hoang, Manager PUMA Archive
This year alone, the team added 656 new shoes to the collection, bringing the total to an impressive 5,894 historic PUMA pairs.
“Working with the shoes in the PUMA Archive is more than just a role – it’s a journey of pride and success, preserving a legacy of innovation and style.”
Teame Debesay, Junior Manager PUMA Archive
Take A Walk Through History
The PUMA Bridge at our Herzo HQ is a permanent historical exhibit, celebrating over 70 years of PUMA’s journey—from the Dassler Brothers to today’s sports icons. This year, the Archive team guided 1,796 guests across the bridge, and took over 760 visitors through the Archive, showcasing PUMA’s most iconic moments. With the bridge exhibit and the archive constantly evolving, there’s always something new to discover—making it a must-visit when in Herzo.
In addition to employees, the Archive team welcomed a star-studded lineup of visitors, including Breanna Stewart, Pep Guardiola, Rosé from BLACKPINK, Xavi Simons, Salehe Bembury, and many more throughout the year.
“One of the highlights of my internship at the PUMA Archive has been uncovering the stories behind iconic products used by great athletes. Its incredible to see how these products connect PUMA’s rich history with the present. I also had the amazing opportunity to meet athletes like Luis Suarez and hear their firsthand experiences, which made the connection even more special.”
Shumaila Riaz, Intern PUMA Archive
Exhibitions and Celebrations
This year marked 100 years since the founding of Gebrüder Dassler Schuhfabrik. To celebrate this milestone, our Archive team organized a series of events and an exhibition at the Herzogenaurach City Museum. The exhibition honored our heritage, showcasing our journey from humble beginnings to becoming a global sportswear powerhouse.
“My highlight was the whole year 2024, in which we succeeded in being represented worldwide with our history stories and shoes in renowned exhibitions. On July 1, 100 years after the founding of the Dassler brothers’ sports shoe factory, we were able to showcase our common roots with Adidas in an exhibition! That makes me proud!”
MR PUMA Helmut Fischer
In addition to celebrating 100 Years of Brothers Dassler, the PUMA Archive hit the road this year, loaning out over 370 items to 19 external exhibitions and supporting many brand activations!
From supporting brand moments at the Olympics or the Las Vegas GP, to collaborations with top athletes, panel talks featuring Mr. PUMA reliving our greatest moments, and even appearances in Disney TV productions, 2024 was an unforgettable year for our Archive. And as always, our team will ensure that it will not be forgotten.
