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Sport is a kind of life attitude, this is a philosophy of life that proposed by Puma. Sport is a part of whole life, and life is a kind of attitude. I have always cherished a saying, "We must believe what we have now, in favorable or adverse circumstances, is the best arrangement for us." We pursue ideal, and although we fail, we may have more important findings in scientific field. The key point is our attitude toward the result.

In 1948, Rudolf Dassler established Puma as a German sports brand. Up to now, it has 63 years old. Through the sustainable development in several decades, Puma occupies a key position in sports group all the time. In recent years, Puma successfully combined fashion and sports as a whole. It promote Puma to be one of the favorite brand for young people. Although Puma has a long history as a well-known sports apparel brand, it not outdated, but keeps pace with time due to pursuing continuous innovation.

The great sports achievement witnessed the glorious history of Puma. It not only accompanys The King Pele for the final of The World Cup, but also supports netman Beck win victory in the tennis grassland of Wimbledon. Puma cooperates with the best athlete, in order to make the best sports equipment.

Puma can combine Professional sports and fashion trends so successfully because of its top international design team. Now the creative director of Puma is Neil Barrett, who was the senior men's clothing designer in Gucci and Prada. Meanwhile, international famous model Christy Turlington, who is also a senior yoga coach, establishes a close relationship with Puma. Puma have realized three breakthrough, that is renovation, taste and fashion, which highlight the characteristics of considerating both daily leisure and professional sports.

The shoes and cloth of Puma are welcomed by young people in the world. By now, the products of Puma are exported to more than 80 conntries. In 2003, the company's assets reached 1.2 billion euros. Herzogenaurach is a city in the southern German state of Bavaria. In the end of 19th century, it was a obscure town. Its pillar of economy was traditional clothing industry. Yet now, it attracts much attention because that it is the world famous sporting goods - PUMA's company headquarters.

From 1998 to 2003, Puma was the fast-growing brand in sales and profits of the sports apparel market. Its growth rate increases by around 10% for 6 years. To our surprise, but the advertising expense of Puma is less than other famous sports cloth brand. For instance, in 2002, Puma spent 3.9 million dollars in advertise, but at the same year, the advertising expense of Nike was 120 million dollars. Contrasting their expenses, we find that Nike's expense was more than 30 times than Puma's.

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