The importance of the relationship between PUMA and Borussia Dortmund

Borussia Dortmund, the yellow heartbeat of Gelsenkirchen, are a global stalwart for purist football. With an emphasis on youth development and aggressive vertical attacking play, BVB have consistently captured the imagination of football fans worldwide. Add to this arguably the most identifiable kit in European football and what’s produced is a club of seismic significance. Despite winning the Champions League in 1997, die Schwarzgelben have blossomed into one of the European elite post-2010, winning three DFB Pokals, three German Super Cups and two Bundesliga titles in the last thirteen years. Alongside their quality on the pitch revolutionised by Jurgen Klopp and Thomas Tuchel, a consistent pillar ever-present throughout the last decade of success has been kit supplier PUMA, a brand that has reimagined what is considered a ‘normal’ relationship between brand and club, and has found a home within the veins of BVB.

The fabled founding narrative of PUMA is one that has captivated many since its inception as a standalone brand in 1948. Two brothers, Rudolf and Adolf Dassler, created the Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) in 1924 and set up shop in their mother's laundrette. Three years later, the brothers would move from under their mother’s roof into a space of their own. Their first taste of mainstream success was found during the 1936 Berlin Olympics as the two brothers drove to the German capital laden with a suitcase full of spiked running trainers and managed to convince Jesse Owens to run in them. Owens won four gold medals and the brothers became the first company to sponsor an African-American athlete. 

Yet, as World War II beckoned, the gap between both brothers widened. The overarching wave of paranoia infecting German society at the time coupled with consistent disagreements with one another caused an unmendable rift between the two culminating in the now landmark decision for the company to split in 1948, with Rudolf creating what would be Puma whilst Adolph created adidas. One could argue this was a wise decision in hindsight. Fast-forward to 2012 and both companies remain at the pinnacle of sporting product design. At the start of the 2012/13 season, PUMA and Borussia Dortmund signed an agreement for the sports brand to supply BVB kits. Since then, a special relationship has developed, with Puma being central to the Dortmund identity finding a true home in Gelsenkirchen, with the club reciprocating the German brand’s support through their continued loyalty to the brand. 

From 2012/13 to 2019, the Dortmund x Puma collaboration produced some of the world’s most iconic football kits adorned by true legends of the game such as Robert Lewandowski and Marco Reus - a personal favourite being the 2016/17 home jersey. As the kits impressed off the pitch, Dortmund continued to grow from strength to strength on the pitch, toppling Bayern Munich’s Bundesliga monopoly and venturing deep into the Champions League. 

The success of this partnership was further strengthened in 2019 with the club signing an extension with PUMA in a €250 million deal that extends until 2027/28. However, perhaps the most interesting aspect of the relationship between the club and the brand is that PUMA is a significant shareholder in Borussia Dortmund. As of 2022, the German sports brand owned 5,876,495 equities in the club, roughly 5.32%. When discussing the 2019 deal between the two, Hans-Joachim Watzke, Dortmund’s chief executive, explained: “For many years, Puma has been more than a supplier and a sponsor; it has been a heavyweight in the shareholder structure of our club too… our partnership has grown and extends far beyond the boundaries of a normal business relationship.” 

The success of this partnership can perhaps best be characterised by one emblematic player, Marco Reus. PUMA has sponsored Reus since 2009 during his time at Borussia Monchengladbach and has maintained their support in the player throughout his highly successful Borussia Dortmund career. Marco Reus, arguably the dominant catalytic force in Dortmund's resurgence back to the top table of European football despite his injuries, is a clear beacon of connection for fans and a torrid prospect for opposition defences. Recently, the German attacker surpassed club icon Michael Zorc’s 159 club goals placing Reus second in Dortmund’s all-time scoring charts currently sitting on 161 at the time of writing. Dortmund’s record goal-scorer Adi Preißler sits not too far ahead on 177 goals, a surpassable target for Woody should he be awarded a contract extension from BVB taking him into the 2023/24 season. 

Equally, PUMA's unique understanding of the club was highlighted in the production of the all-black Coal and Steel jersey that Dortmund adorned during their fixture against Hertha Berlin earlier this season. Dortmund is a club representative of its fanbase, a large majority of which were coal and steel workers - a traditional line of work in the Rhue region stretching back as far as the nineteenth century. Whilst these industries may have dwindled, the flames of their memory still rage. PUMA understood the significance of this. The production of this special kit is a clear indication of their commitment not only to the club but to the fans that create the spirit and soul of the club.  

With seven games to go until the 2022/23 Bundesliga season closes, the Bavarian Behemoth Bayern Munich currently sit in a precarious second place whilst Dortmund are currently managing to shoulder the pressure of sitting at the top of the league. Regardless of the outcome of this season, one inevitable outcome will be that the PUMA x Dortmund relationship will have grown in strength once again.