Strategy

To be the fastest Sports Brand in the world

PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 65 years, PUMA has been producing the most innovative products for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Golf, and Motorsports. PUMA engages in exciting collaborations with renowned designers like STAPLE, STAMPD or TRAPSTAR to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA and COBRA Golf as well the subsidiary Dobotex. PUMA distributes its products in more than 120 countries and employs more than 13,000 people worldwide.

In 2013, Bjørn Gulden (CEO) introduced PUMA’s new mission statement: To be the Fastest Sports Brand in the world. The company’s mission not only reflects PUMA’s new brand positioning of being Forever Faster, it also serves as the guiding principle for the company expressed through all of its actions and decisions. Our objective is to be fast in reacting to new trends, fast in bringing new innovations to the market, fast in decision-making and fast in solving problems for our partners.

Strategic Priorities

In 2016, we again focused on our five strategic priorities and made progress in all of them: improving the brand heat for PUMA, further improving our product engine with a strong pipeline of exciting, innovative and commercial products, optimising the distribution quality through stronger cooperation with our key retail partners, increasing the speed in our organisation and business processes and strengthening the focus on our women´s business.

 

The repositioning of our brand, which we began in 2014 with the largest brand campaign in company history, was still the focus of our activities in 2016. Our objective is to demonstrate that PUMA is back in sports and that our brand has great assets and a distinctive attitude: Brave, confident, determined, and joyful. 

 

For us, 2016 was particularly exciting because of big events such as the Copa América, the UEFA Euro 2016, and the Olympics in Rio – all of which proved to be perfect stages to showcase PUMA as an innovative and design driven Sports Brand. In addition, we managed to better capitalise on our partnerships with some of the world´s best ambassadors. The World´s Fastest Man Usain Bolt, star footballer Antoine Griezmann, golf icons Rickie Fowler and Lexi Thompson, Arsenal Football Club, BVB Borussia Dortmund, the New York City Ballet, Rihanna, The Weeknd, Cara Delevingne, Kylie Jenner and many others made a major impact in creating more brand heat and improving the sales of PUMA products in 2016.