Rudolf Dassler, alongside his enemy-brother founder of adidas, created Puma, a brand focused on athletic footwear and lifestyle apparel. Puma has chosen to elevate its sportswear heritage through unprecedented collaborations: AMI Paris, Maison Kitsunè, Helly Hansen, Butter Goods, Rhude, Rihanna JJJJound and nanamica. The legacy of Rudolf Dassler is increasingly steeped in contemporary streetwear culture.