The Puma brand is comprised of three primary product segments: footwear, apparel and accessories. The footwear segment accounts for around 47 percent of the company's consolidated sales, generating around 2.5 billion U.S. dollars in 2019. Puma’s current brand ambassadors include Serena Williams and South Korean boy band BTS. Jay-Z and Rihanna serve as creative directors within company departments. Puma's sponsorships of top athletes over the years have extended to include sprinter Usain Bolt and football player Ada Hegerberg. The sportswear company currently serves as the official brand for major soccer club sides like Manchester City, C.D. Guadalajara, and Borussia Dortmund.
Puma's shoe and clothing designs feature the iconic Puma logo and trademark "formstrip". Among Americans who purchased sportswear in the last 12 months, about 13 percent bought a Puma branded product, and about 3.5 percent of Americans considered Puma to be their favorite brand of sport shoe, behind rival brands such as Nike, Adidas and Reebok.
Puma has a long-term mission of becoming the most desirable sport lifestyle company in the world. Describing themselves as the 'blue mountains', Puma has been trying to incorporate more edge, creativity and uniqueness to their designs which is evident with their collaborations with fashion designer names such as Alexander McQueen and Balmain.