Puma has been revolutionizing the market for trendy sneakers and sportswear for years. By merging lifestyle and sport, Puma continues to set trends. The company with the wildcat is on the verge of becoming the most sought-after sports lifestyle brand. The globally active German sporting goods manufacturer has its shoe collections designed by designers such as Philip Starck, the Japanese Mihara and Jil Sander and is the exclusive supplier of outstanding athletes and national teams. In 2008, Puma appointed the artist and designer Hussein Chalayan as creative director, who will be responsible for the creation, design and development of the Puma collections.