Phase IV of PUMA's long-term corporate development strategy was implemented in January 2006 and includes a five-year plan until 2010. With the objective of being "the most desirable Sportlifestyle Company", PUMA aims at bolstering its position as one of the few true multi-category brands, and at making effective use of the many opportunities offered by the Sportlifestyle market in all categories and regions. Phase IV will therefore be characterized by further expansion. Qualitative growth and a long-term strengthening of brand appeal will be given priority, instead of growth at any cost.