Bjørn Gulden, CEO

“Sustainability is a key value of PUMA, and guides our company to work faster towards a more just and sustainable future.”

Bjørn Gulden, CEO

Social, economic and environmental sustainability are among the core values at PUMA. We believe that the balance of these three aspects is key to the sustainable development of our business and faster is how we are working with our partners towards a more just and sustainable future, accelerating positive change in the industry and the world. Our mission to be the fastest sports brand in the world also includes assuming responsibility for ensuring that our products are manufactured under appropriate working conditions and produced by suppliers who respect human rights.

PUMA’s Sustainability Strategy is based on more than 20 years of Code of Conduct monitoring experience at our manufacturing partners as well as regular stakeholder communication, industry collaboration and expert feedback – both on a corporate and increasingly on a regional level.


In line with our "Forever Faster" transformation, PUMA distinguishes between three dimensions of sustainability: economic, social and environmental. We believe that keeping these dimensions in balance is crucial to achieving sustainable business development.

Social Sustainability

Social sustainability focuses on humane and fair working conditions, both for our own employees and the hundreds of thousands of workers employed at our manufacturing partners in the global supply chain, while observing national and international rules and regulations. It means playing by the rules, being a good corporate citizen as well as creating a positive contribution to the societies in which we operate. For us, social sustainability further means operating transparently, exercising due diligence and working with our industry peers and stakeholders to address negative impacts. 

Economic Sustainability

Economic sustainability is the use of various strategies for employing existing resources in such a way that a responsible and beneficial balance can be achieved in the long term. Within a business context, economic sustainability involves using the assorted assets of the company efficiently to continue functioning profitably over time, safeguarding economic growth and employment. 

Environmental Sustainability

Our understanding of environmental sustainability is based on the "Precautionary Principle". This means protecting consumers, workers, and society from harm by manufacturing safe products in factories that are upholding international health and safety standards. It also means not using substances or processes, which are not yet proven to be safe to use, and taking into consideration the environmental impact from raw material production all the way to the recycling of our products.