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Puma took a different route, blending sport and style earlier than most brands. It moved into motorsport sponsorships, signed deals with tennis stars like Boris Becker, and later became a trendsetter in lifestyle sneakers, collaborating with designers, artists, and pop stars such as Rihanna, who helped reintroduce Puma to a new generation. Both brands continued to push the limits of technology from Adidas’s groundbreaking Boost cushioning and Primeknit materials to Puma’s lightweight evoKNIT and cutting-edge performance cleats. Yet, beyond innovation, both companies understood something crucial: in a world flooded with products, identity is everything.
