Founded in the spring of 1948 by Rudolf Dassler, Puma has become an integral part of the international shoe industry over the years. The once small shoe factory in the German Herzogenaurach is not only bringing new, innovative models onto the market every year, but also reinterpreting its retro classics. Both the new and the retro models are very popular and are unimaginable by the street styles of the world. Also It-Girls like Gigi Hadid and Cara Delevigne easily integrate their favorite shoes from Puma into their casual everyday wardrobe. Singer Rihanna has been the company's testimonial for several years and is designing her own models in collaboration with Puma.