ICONIC SNEAKER LABEL PUMA GREW OUT OF GEBRDER DASSLER SCHUHFABRIK, A GERMAN MANUFACTURER WHOSE HIGH-PERFORMANCE SHOES ATTRACTED INTERNATIONAL ATTENTION AT THE 1936 BERLIN OLYMPICS. COMPANY HEIR RUDOLF DASSLER FOUNDED PUMA IN 1948 AND ACHIEVED WORLDWIDE SUCCESS BY CONTINUING HIS FAMILY'S TRADITION OF OUTFITTING NATIONAL ATHLETIC TEAMS. PUMA'S FUNCTIONAL SNEAKERS HAVE BECOME CULT CLASSICS, AND THE BRAND'S ONGOING COLLABORATIONS WITH DESIGNERS LIKE CHIE MIHARA AND ALEXANDER MCQUEEN BRING A HIGH-FASHION FRESHNESS TO THEIR LEGENDARY DESIGNS.