They have nabbed the fastest man in the world, and Puma will continue to secure "world-class athletes with swagger".
Speaking to The New Paper last month at the New York launch of their Ignite running shoe, Adam Petrick, Puma head of global marketing, revealed that they will provide keen competition for Nike and adidas in the world of football.
"It's true that we haven't really been in the football market since the heyday of Diego Maradona and Lothar Matthaeus," he said.
"But we are coming back in a big way, working with the likes of Arsenal and the best EPL players like Sergio Aguero, Yaya Toure, Cesc Fabregas and Mario Balotelli.
"We also sponsor a good number of top African teams, like the recent African Nations Cup champions Ivory Coast.
"We want athletes with attitude, people with swagger and confidence in their abilities to be on top of their field while also trying to get better.
"We make sure they get the best gear, and what they need to run faster, perform better, and we get their feedback on how they can be the best in the world.
"With their influence, they can then share with other people about our brand."
Few athletes come as big or influential as Usain Bolt, who is endorsing the Puma Ignite, which was launched here yesterday.
The Ignite, which comes in a flashy pink and purple scheme, is a performance running shoe featuring innovative foam technology that maximises energy return to keep users running longer.
"Training every day is pretty tough," said Bolt.
"I start out with a running shoe to warm up before going into a spike, and I need a shoe that is comfortable and keeps my energy up.
"I love Ignite for that, and can feel it make a real difference. It's a pretty good looking shoe as well."
Puma Ignite designer Jacob Garcia told TNP how he managed to incorporate Bolt's feedback in the production of a running shoe for the mass market.
He said: "Getting a sprinter like Bolt into a running shoe is challenging.
"He does the majority of his training in his track spikes doing short sprints and coming out of the blocks.
"It's important to get him into a shoe that he'll actually enjoy warming up in and we're confident that we've done that.
"But Ignite is meant for a wide range of runners. It will bring premium cushioning to the masses.
"It can be used for the everyday run or a longer session. It will still retain cushioning and responsiveness during longer runs."
The Puma Ignite shoes are retailing at $179, and can be purchased at Puma Ion Orchard, VivoCity and selected authorised sports retailers.
This article was first published on March 13, 2015.
Get The New Paper for more stories.