The company was founded in 1948 by Rudolf Dassler a German multinational company that designs and manufactures athletic and casual footwear, apparel and accessories. Rudolf Dassler originally registered the new-established company as Ruda, but later changed the name to PUMA, the PUMA shoe and clothing designs feature the PUMA logo and the distinctive "Formstrip" which was introduced in 1958 and lives on to present day.