In 1993 Phase I of PUMA’s long-term oriented business plan was launched. As part of Phase I PUMA’s worldwide organization was restructured in order to build up a profitable business and a solid financial basis for the future. In Phase II brand equity was improved. 2002 marked the beginning of PUMA’s Phase III growth plan. In Phase III PUMA focused on further exploring the potential of the brand by generating desirable and profitable growth.

In Phase IV, which was launched in 2006, PUMA has the long-term mission of becoming the most desirable Sportlifestyle company. PUMA further aims to reinforce its position as one of the leading multi-category Sportlifestyle brands.

To achieve this goal, PUMA will adhere to a clear set of guiding principles: Desirability, Sustainability, Product Lifecycle Management, Corporate Values, Organizational Excellence and Value Creation. With these principles, among others, PUMA will drive Phase IV and focus on three areas: Category Expansion, Regional Expansion and Non-PUMA Brand Expansion.

Category Expansion will encompass growth in existing business as well as entry into categories that are new to PUMA. In general, the company will take a multi-dimensional approach to category expansion, driving growth by making strong pushes across the full spectrum of Sportlifestyle, from performance to fashion.

In addition to adding depth to PUMA via existing and new categories, the company will also add breadth by accelerating its Regional Expansion.

Regional expansion is planned to occur in markets that are currently run by PUMA as well as through several selective joint ventures and takebacks of its licensed business in its core segments. The regional expansion has started with majority owned Joint Ventures together with former license partners in Japan (apparel business), China/Hong Kong, Taiwan and Argentina as well as fully owned subsidiaries in India and Dubai for the Middle East region, all of which were operational as of 1st of January 2006.

Phase IV will also be the first time that the company looks to selectively expand with brands other than PUMA. Towards the end of Phase IV, Non-PUMA brands could contribute up to 10% of overall business.

From today’s point of view, management now defines the long-term Company Potential at €4 billion, of which the company is planning to capture a significant part in the coming five years.

Phase IV will also be marked by a significant increase of brand investments, in particular into marketing, sales (including own retail) as well as product development and design.