Puma, one of the most well known brands in the history of sport footwear and accessories, had seemed like the perfect catch when the Swedish Aritmos group saw an opportunity to acquire it in 1990. It was to become the biggest, not only in size but also by reputation, of all the sporting and leisure brands in their portfolio. However, the extent of the crisis in the Puma organisation had been largely underrated, and in the attempt to reverse the trend, Aritmos also soon found itself in a deep fix. So when Proventus in turn acquired Aritmos and all its brands in 1993 – starting its era in the world of sports – one of the most urgent priorities was to get the great Puma back on track.