International footballers Neymar, retired Gianluigi Buffon, retired Sergio Agüero, Antoine Griezmann, Marco Reus, Raphael Varane, Luis Suárez, retired David Silva, retired Vincent Kompany, Sunil Chhetri, Christian Pulisic, Dani Carvajal, Marc Cucurella, Yann Sommer, Jonas Hofmann, Wataru Endo, Kaoru Mitoma, Antony and more sport Puma football boots.
Puma holds a 5% stake in German football club Borussia Dortmund, and has been its supplier since 2012. In 2014, Puma and Arsenal Football Club entered a 5-year merchandising partnership, the biggest deal in Puma and Arsenal's history. The partnership ended in 2019. Other football clubs include Barrow A.F.C., Derby County, Southampton F.C., Manchester City F.C., Galatasaray S.K., Olympique de Marseille, Cercle Brugge K.S.V., Sociedade Esportiva Palmeiras, Fluminense Football Club, Borussia Mönchengladbach, Club Cerro Porteño, Maccabi Tel Aviv F.C., RB Leipzig, Bodø/Glimt, PSV Eindhoven, FC Red Bull Salzburg, FC Shakhtar Donetsk, Girona FC, Valencia CF, AC Milan, Palermo FC, Peñarol, Parma Calcio 1913, Club Bolívar, Club Atlético Independiente, Club de Fútbol Monterrey, Chivas de Guadalajara, Bengaluru FC, Mumbai City FC, Universidad Católica, Universitatea Craiova, Kawasaki Frontale, Yokohama FC, Shimizu S-Pulse, Kyoto Sanga FC and many others. National football teams include Ghana, Ivory Coast, Iceland, New Zealand, Senegal, Paraguay, Switzerland, Austria, Czech Republic, Morocco, Egypt, Bahrain, Philippines, Portugal, Malaysia and Brunei. Puma footballs are the official ball of top-level leagues in Italy, Spain, Portugal, Scotland, as well as the English Football League. Beginning in the 2025–26 season, Puma will provide the match ball for England's Premier League in a deal which will also see PGMOL referees in England's top four divisions wear Puma kits.
Since 2018, the Boycott, Divestment and Sanctions (BDS) movement has called for a boycott of Puma over its sponsorship of the Israel Football Association and demanded that the company "end complicity with the Israeli colonial and apartheid regime." The BDS campaign also stated that Puma contracted with an Israeli distributor operating in illegal Israeli settlements in the West Bank. Puma ended its sponsorship of the Israel national football team in 2024.
In athletics (track and field), as of February 2025, Puma sponsors the Bahamas Olympic Committee, Jamaica Olympic Committee, Trinidad and Tobago Olympic Committee, Bahamas Athletics Association, Cuba Athletics Federation, Jamaica Athletics Association, Portugal Athletics Federation, and Switzerland Athletics Federation. They sponsor athletes Karsten Warholm, Shericka Jackson, Mondo Duplantis, Yaroslava Mahuchikh, Felix Streng, Julien Alfred, Marcell Jacobs, Konstanze Klosterhalfen, Andre De Grasse, and Elaine Thompson-Herah. Several world records were achieved by athletes wearing Puma shoes, such as Heinz Fütterer (1954), Armin Hary (1960), Jim Hines (1968), Tommie Smith (1968), Asafa Powell (2015), and Usain Bolt (2002-2024).
In 2018, Puma announced its entrance back into basketball after a break of almost 20 years, and appointed Jay-Z as the division's creative director. Marvin Bagley III, Deandre Ayton, Zhaire Smith, and Michael Porter Jr. are the first players to join Puma's basketball roster and play in performance Puma basketball shoes. In December 2021, the brand launched High Court, its first women's basketball line, designed by creative director June Ambrose.
Puma made its partnership with netball after 28 years by sponsoring the Melbourne Vixens in 2018, and became the official apparel sponsor of New Zealand's national netball team, the Silver Ferns. Golfers such as Rickie Fowler and Lexi Thompson are equipped by Puma's golf brand Cobra Golf. Puma has also sponsored cricketers such as Virat Kohli, Ryan Burl, Heino Kuhn and Rashid Khan.
Puma is the main producer of enthusiast driving shoes and race suits and entered a partnership with BMW, Ducati and Ferrari to make their respective shoes. In Formula 1, Puma equips Scuderia Ferrari, Aston Martin, and McLaren. In 2024, Puma became the official Formula 1 trackside vendor and personnel supplier, and also became an official partner of F1 Academy. The company sponsors BMW, Mercedes (until 2024) and Porsche in all of their motorsports activities. In NASCAR, Puma equips Team Penske with fire suits, gloves, and shoes until 2023. They also sponsor NY Racing Team.
Rihanna was named creative director of Puma's womenswear line in December 2014. Two years later, Puma partnered with The Weeknd as a creative collaborator. In 2018, Puma launched its venture with its ambassador Selena Gomez called "Phenom Lux" In 2019, Big Sean became Puma's brand ambassador. Puma has also partnered with LaMelo Ball, NBA athlete, in 2020 to create a line including sports, culture, music and fashion.
In 2024, Puma appointed Milind Soman as its running ambassador. The same year, Sekou became the brand's ambassador. Later in June, Rosé becomes Puma's brand ambassador.
On October 8, 2024, Puma announced a partnership with Tyrese Haliburton to make him the face of its basketball division. On June 5, 2025, prior to Game 1 of the NBA Finals, the brand announced Haliburton's first signature shoe, the Puma Hali 1, designed by Salehe Bembury. That night, while wearing his shoe for the first time, Haliburton hit a game winning shot with 0.3 seconds left to give the Indiana Pacers a 1-0 series lead. The first colorway of the Hali 1 was released globally on September 26, 2025.
In September 2024, Puma and A$AP Rocky dropped a collection of footwear, apparel and accessories, featuring the Mostro 3.D which debuted at New York Fashion Week. Rocky also debuted the Inhale Sneaker which was re-engineered with an allover distressed treatment.
