Puma is one of the world's top three sports brands that include Nike and Adidas. Today, Puma is not just a company that makes sports wear and shoes. Puma is a lifestyle label, with products created by world famous fashion designers and which can be found next to those of Gucci, Prada and Dolce & Gabbana.Through unprecedented access to Puma archives and the main players, the author tells the extraordinary story of Puma's rise in world sport and fashion. It's a story based on a family quarrel between two brothers, which resulted in the creation of two companies - Adidas and Puma - by each of the brothers. Competing furiously against one another, the brothers turned their companies into world beaters, dominating the global sporting stage for decades after the War. Today Puma is a $1.75 billion company, and became the most powerful sports brand in the world when it sponsored the 2006 World Cup and the winning team, Italy.This is the inside story of one of the world's greatest and most controversial sporting brands - Puma.The "Puma v. Adidas" battle is one of the greatest in business history and continues today.

This book contains unique access to Puma and a new perspective on the company's rise. Puma, today, is not just a global sports brand but a lifestyle brand as well. Wide review and feature coverage expected in the book review pages in both general and business media.