That’s why, recently, Puma fell hard. Dutch company Van Hilst successfully attacked a European design registration of a Puma sneaker. In August 2022, the EUIPO ruled that Puma’s registration was invalid. A 2014 Instagram post by Rihanna, showing the singer with the sneaker in question, contributed to taking out Puma. It means that at the time of registration in 2016, the Puma design was, therefore, not new and did not have individual character.