westford, massachusetts - august 29, 2019
PUMA’S NEW NYC FLAGSHIP STORE SEAMLESSLY INTEGRATES TECHNOLOGY, ART, AND MUSIC FOR A ONE-OF-A-KIND RETAIL EXPERIENCE

Customized Studio and tech-driven engagement zones provide consumers a shopping experience unlike anything they've seen before

“PUMA continues to see solid growth within North America and this new store reaffirms our commitment to this important market,” said Bob Philion, President of PUMA North America. “From visitors that come to experience this iconic city, to lifelong New Yorkers, we’re excited to open our doors in a vibrant and diverse community that aligns with our ‘Forever Faster’ mentality.”   

Throughout the year, the New York flagship will also feature exclusive collections designed by select brand ambassadors and athletes, and host unique events and experiences authentic to New York City. The flagship store will carry the full range of PUMA products including lifestyle, basketball, motorsport, golf, performance, soccer and kids.

Consumers can experience the store’s unique offerings during the grand opening weekend, August 29 through September 2, with events which include in-store performances, fitness activations and exclusive opening weekend merchandise. 

The PUMA Fifth Avenue store will be open Monday – Sunday 10 a.m. – 8 p.m. For more information please visit puma.com.  

herzogenaurach - february 19, 2020
PUMA posts record sales and EBIT as strong growth momentum continues throughout 2019

2019 Fourth Quarter Facts

  • Sales increase by 20.6% reported to € 1,479 million (+18.3% currency adjusted) with double-digit growth in all regions and product divisions
  • Gross profit margin improves to 47.3%
  • Operating expenses (OPEX) increase by 19.4% reported due to higher sales related costs as well as higher marketing and retail investments
  • Operating result (EBIT) up by 46.8% to € 55 million
  • In Formula 1, PUMA athlete Lewis Hamilton wins drivers championship for the sixth time and PUMA team Mercedes AMG Petronas wins the constructors´championship
  • PUMA and BALMAIN join together to debut their first collaboration, created with Cara Delevingne
  • PUMA partners with Grammy-winning artist J.Cole
  • PUMA announces partnerships with German Handball Federation (DHB) and football club PSV Eindhoven, both starting July 2020

2019 Full-Year Facts

  • Sales increase by 18.4% reported to € 5,502 million (+16.7% currency adjusted)
  • Gross profit margin up by 40 basis points at 48.8%
  • Operating expenses (OPEX) increase by 17.8% (reported) at a slightly lower rate than reported sales
  • Operating result (EBIT) improves by 30.5% from € 337 million to € 440 million
  • Net earnings increase by 40.0% from € 187 million last year to € 262 million and earnings per share increase from € 1.25 last year to € 1.76 correspondingly
  • Proposal of an increased dividend of € 0.50 per share for 2019 at the Annual General Meeting (2018: € 0.35 per share)

 

Bjørn Gulden, Chief Executive Officer of PUMA SE:

“2019 ended with a very strong fourth quarter for us with revenues being up 20.6% reported (18.3% currency adjusted) and EBIT up 47%. All regions and all product divisions were up by double digits. This made 2019 the best year in PUMA‘s history with a revenue of € 5.5 billion (+ 18.4%) and an EBIT of € 440 million (+30%). I am very proud of what the team has achieved and think this performance shows the global potential of the PUMA brand.

After a good start into 2020,  February has of course been negatively affected by the outbreak of COVID-19. The business in China is currently heavily impacted due to the restrictions and safety measures implemented by the authorities. Business in other markets, especially in Asia, is suffering from lower numbers of Chinese tourists.

Given the current uncertainty around the virus it is of course impossible to forecast its impact on the business. We will do everything we can in the short term to minimize the damage and remain very positive in the long term both for our industry and for PUMA.”

 

 

Fourth Quarter 2019

Sales

PUMA's strong sales growth continued in the fourth quarter of 2019. Sales increased by 20.6% reported to € 1,478.6 million (+18.3% currency adjusted). All regions and all product divisions contributed with double-digit increases. Sportstyle, Running and Training as well as Motorsport were the categories with the highest growth rates.

Gross Profit Margin and Operating Expenses

The gross profit margin improved to 47.3% in the fourth quarter (last year: 47.1%). Small positive mix effects as well as slightly positive currency effects led to margin improvements.

Operating expenses (OPEX) rose by 19.4% to € 650.6 million in the fourth quarter. The increase was mainly caused by higher sales-related costs, including logistics costs as well as higher marketing and retail investments.

 

Operating Result and Net Earnings

The operating result (EBIT) increased by 46.8% from € 37.6 million last year to € 55.2 million due to a strong sales growth combined with an improved gross profit margin and operating leverage.

Net earnings increased by 55.0% from € 11.5 million to € 17.8 million and earnings per share were up from € 0.08 in the fourth quarter last year to € 0.12 this year.

 

Full Year 2019

 

Sales

PUMA's sales increased by 18.4% reported in the financial year 2019 (+16.7% currency adjusted). All regions and product divisions contributed with double-digit growth.
    
In the EMEA region, sales rose by 11.2% reported to € 2,001.4 million (+11.2% currency adjusted). As a result, the EMEA region exceeded the two billion Euro sales mark for the first time. The main growth drivers were Germany, Spain, Russia, and Turkey.

In the Americas region, sales increased by 20.6% reported to € 1,944.0 million. Currency adjusted sales increased by 17.9%. Both North America and Latin America contributed with double-digit growth rates. Currency exchange effects for North America were positive, while especially the weakness of the Argentinian Peso led to a negative currency effect on sales for Latin America.  

The Asia/Pacific region delivered the strongest sales growth of 26.0% reported to € 1,556.9 million. This corresponds to a currency adjusted increase of 22.8%. Growth in the region was mainly driven by China and India.

In the Footwear division, sales increased by 16.8% reported to € 2,552.5 million. Currency adjusted sales increased by 15.6%. The strongest growth was achieved in the Sportstyle, Running and Training, and Motorsport categories.

In the Apparel division, sales increased by 22.6% reported to € 2,068.7 million (+20.5% currency adjusted) and was also driven especially by strong growth in Sportstyle, Running and Training as well as Motorsport categories. As a result, sales in the Apparel division exceeded the two billion Euro sales mark for the first time.

The Accessories division showed a sales increase of 13.5% reported to € 881.1 million. This corresponds to a currency adjusted sales growth of 11.1%. Higher sales of legwear, bodywear and Cobra golf clubs contributed to the increase.

Wholesale continued to drive growth with an increase of 15.0% currency adjusted, supported by a strong performance of our key accounts. PUMA's direct-to-consumer sales (owned and operated retail stores and eCommerce) increased by 22.0% currency adjusted to € 1,395.3 million. This was driven by like-for-like sales growth in our own stores, the expansion of our retail store network and a continued strong growth of our eCommerce business. Direct-to-consumer sales represented a share of 25.4% of total sales in 2019 compared to 24.3% in 2018. 

 

Gross Profit Margin and Operating Expenses

PUMA's gross profit in the financial year 2019 increased by 19.4% from € 2,249.4 million to € 2,686.4 million. The gross profit margin improved by 40 basis points from 48.4% to 48.8%. The main drivers were product mix, regional mix, channel mix as well as a slightly positive currency effect. Gross profit margin improved in Footwear from 45.8% in 2018 to 46.4% in 2019, in Apparel from 50.9% to 51.1% and in Accessories from 50.3% to 50.5% respectively.

Operating expenses (OPEX) increased by 17.8% and amounted to € 2,271.3 million. The increase was driven by higher sales-related variable costs as well as costs related to IT infrastructure, marketing and our own retail business. The OPEX ratio in percent of total sales decreased from 41.5% in 2018 to 41.3% in 2019. 


Operating Result and Net Earnings

The operating result (EBIT) improved by 30.5% from € 337.4 million in 2018 to € 440.2 million in 2019. This was slightly above the upper end of the revised EBIT guidance of € 420 million to € 430 million. This result was achieved through strong sales growth combined with a higher gross profit margin and operating leverage. EBIT margin went up from 7.3% in 2018 to 8.0% in 2019.

Despite the additional interest expense of € 29.7 million related to the new accounting standard for leases (IFRS 16), the financial result improved slightly from € -24.0 million in 2018 to € -22.6 million in 2019). This positive development is primarily the result of gains from currency conversion differences of € 10.2 million in 2019, compared to a loss from the currency conversion of € -14.4 million last year. 

The tax rate for the full year 2019 amounted to 26.0% compared to 26.7% last year and the total tax expense increased from € 83.6 million in 2018 to € 108.6 million in 2019.

Net earnings rose by 40.0% from € 187.4 million last year to € 262.4 million in 2019. This translated into improved earnings per share of € 1.76 compared to € 1.25 in 2018, considering the 1:10 stock split.

 

 

Working Capital

Despite the significant growth in sales and an increased number of own retail stores, working capital rose only by 9.0% from € 503.9 million to € 549.4 million. Inventories grew by 21.3% from € 915.1 million in 2018 to € 1,110.2 in 2019. Earlier purchase of products to balance supplier capacities and secure product availability, more retail stores and the expected sales growth led to the increase. Trade receivables rose by 10.5% from € 553.7 to € 611.7 million due to active receivables management. On the liabilities side, trade payables increased by 19.6% from € 705.3 million to € 843.7 million, mainly related to purchases of product.

 

 

CashFlow

The free cash flow (before acquisitions) improved by € 181.8 million  to € 331.2 million in 2019. This development was a result of considerably higher earnings before taxes (EBT € +104.2 million) and the only moderate increase in working capital. In addition, the first-time application of the new lease accounting standard (IFRS 16) in the financial year 2019 had a positive effect of € 170.5 million. Without this positive effect, the free cash flow (before acquisitions) in 2019 would have improved by € 11.3 million, despite a significant increase of investments in fixed assets of € 88.2 million in 2019 compared to last year. Please refer to the Notes to the Consolidated Financial Statements, chapter 1 General, for a detailed description of the effects of the first-time application of IFRS 16 Leases.

As of December 31, 2019, PUMA’s cash position amounted to € 518.1 million compared to € 463.7 million at the balance sheet date last year.

 

 

Proposal of a Dividend of € 0.50 per share

Based on PUMA’s continued positive business development in 2019 with an improvement of profitability and cash flow, the Management Board and the Supervisory Board of PUMA SE will propose to the Annual General Meeting on May 7, 2020, a dividend of € 0.50 per share for the financial year 2019 (last year € 0.35). This represents a payout ratio of 28.5% as a percentage of net earnings, in line with PUMA SE's dividend policy, which foresees a payout ratio of 25% to 35%.


 

Brand and Strategy Update

In 2019, PUMA continued to work hard towards our ambition of becoming the fastest sports brand in the world. To further strengthen our sports performance positioning we entered into many new partnerships with internationally renowned football clubs and increased the brand’s visibility at key sports events globally through great performances of our sponsored athletes and teams. 

PUMA has set out six strategic priorities: brand heat, a competitive product range, a leading offer for women, improving our distribution quality, organizational speed and building our sports performance credibility in the US through our re-entry into Basketball.

In our Teamsport category, 2019 started with a big announcement, as we launched our partnership with Manchester City in February. This deal is PUMA’s largest ever, both in terms of scope and ambition. We were also excited to welcome Pep Guardiola, one of the most celebrated football managers in the world, as a brand ambassador.

In Spain, we signed Valencia CF, one of the most respected clubs in Spanish football. We also became the official match ball partner of Spanish football league LaLiga Santander and LaLiga 1|2|3. All goals in one of Europe’s strongest professional football leagues are scored with the PUMA LaLiga 1 football.

PUMA is now in the position to have a title-contending presence in all major football leagues and with the national teams of Egypt and Morocco recently joining the PUMA family, we now sponsor 12 federations.

One of the highlights of the football year was the Women’s World Cup in France, during which PUMA sponsored team Italy and 78 PUMA players ensured high visibility for the brand.

Our PUMA teams and athletes were also successful in other teamsport events around the globe such as Handball, Netball, Australian Rules Football, Cricket, and Rugby.

The World Athletics Championships in Doha were an important event for our track and field athletes. PUMA was highly visible during the competition, as we supported a total of 115 athletes and twelve national federations. Norwegian hurdler Karsten Warholm successfully defended his title over 400m hurdles and was later voted European Male Athlete of the Year. During the competition 22 medals were won by athletes wearing PUMA.

In June of 2019, PUMA signed rising pole vault star Armand “Mondo” Duplantis, a partnership that already proved very successful. The US-born Swede broke the world record twice in early 2020, most recently setting it at 6 meters 18 at the World Athletics Indoor Tour in Glasgow.

 
PUMA also welcomed new partners in Motorsport. We signed a long-term agreement with Porsche as well as a separate collaboration with Porsche Design to create premium lifestyle products.

Our Formula 1 teams Mercedes AMG Petronas, Scuderia Ferrari and Aston Martin Red Bull Racing once again dominated the Formula 1 season, where PUMA further expanded its leading presence by becoming the official trackside retail partner for F1 race weekends. Our brand ambassador Lewis Hamilton was crowned Formula 1 Champion for the sixth time.

PUMA also partnered with W Series, the first racing competition for upcoming female talent in motorsport.

In our Golf category, we celebrated the 10-year anniversary with golf ambassador Rickie Fowler, one of the most vibrant ambassadors of the brand. The latest addition to our roster of golf players, Gary Woodland, won the US Open in June.
 
In PUMA’s first full NBA Basketball season - after our return to the sport in 2018 - Toronto Raptors shooting guard Danny Green was the first PUMA athlete to win the NBA Finals since Isiah Thomas in 1990. With the support of JAY-Z, our Creative Director for basketball, we continued to launch additional performance basketball shoes including the UPROAR and the CLYDE HARDWOOD. We also signed new highly talented NBA players such as RJ Barrett (New York Knicks), Kyle Kuzma (Los Angeles Lakers) and Marcus Smart (Boston Celtics). Our products were very visible on court throughout the NBA Season, the All-Star Game, the Playoffs and the NBA Finals.

Only last week, we also signed a multi-year partnership with Grammy-winning recording artist J. Cole, a brand ambassador who combines basketball, fashion and music culture.

One of our most successful Footwear styles in 2019 was the RALPH SAMPSON, a classic basketball silhouette. This shows that were are generating credibility in basketball, which we leverage into other categories. In the “chunky”-shoe category, the RS-X-franchise continued to resonate well with our customers. The CALI franchise, presented by PUMA’s ambassador Selena Gomez, continued to do well within the women’s lifestyle category. Other key styles included the PUMA FUTURE football boot and running & training shoes based on our LQD CELL and HYBRID technology platforms. In the fourth quarter, we launched the RS-X3, CALI SPORT and the RIDER, which is inspired by one of the jogging shoes launched in the 1980s. With these models, we see ourselves in a good starting position for 2020. 

Our women’s brand ambassadors contributed with individual collections in 2019: Selena Gomez launched her second collection. Cara Delevingne teamed up with PUMA and French luxury fashion house Balmain, while Adriana Lima presented a line of boxing inspired styles. Overall, we saw strong growth across our Apparel portfolio, especially from “Big Cat” logo applications and motorsport.

As eSports is becoming increasingly relevant for our consumers, PUMA announced its first-ever partnership in virtual sports with eSports team cloud9. We also for the first time created products specifically around the needs of eSports athletes and gamers, such as an active gaming seat andgaming shoe. Through these partnerships, we are in a position to benefit from the fast-growing gaming and eSports markets. 
Our first smartwatch launched in partnership with Fossil Group and Qualcomm helps athletes train, stay motivated, track goals and connect with others while on the go.

In August, we opened our New York flagship store on Fifth Avenue, which provides a deeply immersive brand experience. Customers can find the latest PUMA products, race down the streets of NYC in our Formula 1 race simulators, test the latest PUMA football boots in a virtual San Siro Stadium or personalize their shopping in our customization studio.

On the operational side, we continued to invest in our distribution and logistics network. The construction of our new highly automated multichannel distribution center in Geiselwind, Germany is largely finished and the installation of the intralogistics system has started. Geiselwind is expected it to be operational in early 2021 as planned. In addition, PUMA North America announced the opening of a new also highly automated distribution hub just outside of Indianapolis for 2020.

In addition to our business priorities, social, economic and environmental sustainability remains a core value for PUMA. In 2019, we already achieved 9 out of our 10FOR20 sustainability targets and developed our next set of targets for 2025, which will be announced in 2020. We continued our leading role in the Fashion Charter for Climate Action under the umbrella of UN Climate and joined the Fashion Pact, a global coalition of fashion companies, suppliers and distributors which seeks to make the industry as a whole more sustainable. Our long-standing social compliance program is recognized by the Fair Labor Association and we have been an accredited member since 2007.

 

 

Outlook 2020

Our business developed strongly in 2019, both in terms of sales and profitability. We are confident that the positive development will continue in 2020. 
 
For the full year 2020, we therefore expect currency adjusted sales growth of around 10%. We forecast the gross profit margin to show a slight improvement compared to last year (2019: 48.8%) and operating expenses (OPEX) to increase at a slightly lower rate than sales. Based on the current exchange rate levels we expect an operating result (EBIT) for the financial year 2020 in a range between € 500 million and € 520 million (2019: € 440.2 million). We also expect a significant improvement of net earnings in 2020.
 
The corona virus has negatively impacted our business since the beginning of February. This is especially true in China where more than half of both own and operated and partner stores are temporarily closed due to restrictions of the local authorities. Business is further impacted in other markets, especially in Asia, due to decline of Chinese tourism business. We expect this also to have a negative impact on our total Sales and EBIT for the first quarter 2020.
 
The uncertainty regarding the duration of the COVID-19  outbreak and the total impact it could have makes it difficult to forecast the business, but we are currently working under the assumptions that the situation will normalize in the short term and that we then will be able to achieve our full year targets.

Find our Financial Calendar for the Full Year 2020 here.

 

Boston, massachusetts; february 21st, 2020
BEYOND RECYCLING: SPORTSWEAR COLLECTION BY PUMA AND FIRST MILE EMPOWERS COMMUNITIES IN NEED
Global sports brand PUMA and First Mile have co-created a sportswear collection made from recycled plastic, rooted in social impact and human connection.

Crafted to help you perform your best during any workout, the PUMA x FIRST MILE collection consists of shoes and apparel made from recycled yarn that is manufactured from plastic bottles collected in the First Mile network.

The First Mile is a people-focused network that strengthens micro-economies in Taiwan China, Honduras, and Haiti by collecting plastic bottles to create sustainable jobs and reduce pollution. The bottles are then sorted, cleaned, shredded, and turned into yarn, which is later used to create products with purpose that truly empower from the first mile forward.

“Even though one of the key benefits of this partnership is social impact, the PUMA and First Mile program has diverted over 40 tonnes of plastic waste from landfills and oceans, just for the products made for 2020. This roughly translates into 1,980,286 plastic bottles being reused,” said Stefan Seidel, Head of Corporate Sustainability for PUMA. “The pieces from this co-branded training collection range from shoes, tees, shorts, pants and jackets—all the apparel is made of at least 83% to even 100% from the more sustainable yarn sourced from First Mile.”

The collaboration with First Mile is part of PUMA’s commitment to reduce its environmental impact and live up to its code of being “Forever Better”.

“We hope that whoever buys this collection feels good about this purchase, not just in terms of choosing something that uses sustainable material, but knowing that those entrepreneurs in the First Mile are being connected to this product because it’s their material going into it,” said Kelsey Halling, Head of Partnerships at First Mile. “The more we can connect that last mile with the first mile, the easier this sustainable movement will be able to continue.”

The first PUMA x FIRST MILE training collection will be available starting February 21st, 2020, in PUMA.com, PUMA Stores, and selected retailers worldwide.

To learn more about PUMA’s commitment to sustainability, visit PUMA.com/FOREVERBETTER

 

Herzogenaurach, Germany, September 11, 2020
PUMA to appoint Nina Graf-Vlachy as General Manager DACH
Sports company PUMA will appoint Nina Graf-Vlachy (38) as the new General Manager of the DACH area (Austria, Germany, Switzerland), starting October 1. In her new role, she will report directly to Arne Freundt, General Manager EMEA.

Graf-Vlachy, a Slovenian national, started her career at PUMA in 2013 and took charge of the Global Strategy Department in 2015. In that role, she laid the foundations of PUMA’s new women’s strategy. She has been in charge of the global Go-To-Market team since 2018, where she improved PUMA’s product creation and go-to-market processes. Before joining PUMA, she obtained a PhD in chemistry and worked as a Project Manager at the Boston Consulting Group.

Nina Graf-Vlachy will take over the role of General Manager DACH from Matthias Bäumer, who became General Manager BU Teamsport in June 2020.

Herzogenaurach, germany, 22 september, 2020
PUMA appoints Johan Kuhlo as General Manager EEMEA Distribution
Sports company PUMA has appointed Johan Kuhlo (39), currently Head of Corporate Strategy and Investor Relations, as General Manager EEMEA Distribution with immediate effect. Johan will be based in PUMA’s regional hub in Salzburg and report directly to Arne Freundt, General Manager EMEA

Before joining PUMA in 2015, Johan was a Project Leader at the Boston Consulting Group after holding several positions in Marketing and Sales at L’Oréal. At PUMA, he has played an integral part in defining more effective organizational setups, managing the spin-off from Kering in 2018 and, most recently, coordinating the company’s crisis management in response to the COVID-19 pandemic. 
 
Taking over from Johan, Moritz Schneidmüller, Teamhead Global Go-To-Market Strategy, will be promoted to Head of Corporate Strategy with immediate effect. Moritz started his career with PUMA in the Corporate Strategy department, where he worked from 2011 until 2014. Afterwards, he held various project management and strategy-related roles across Cobra PUMA Golf, Global eCom, Corporate Strategy and Global Go-To-Market. Moritz will report directly to PUMA CEO Bjørn Gulden.

 
herzogenaurach, germany, 06 october, 2020
PUMA ANNOUNCES COLLABORATION WITH STYLE ARCHITECT AND CULTURE DEFINER JUNE AMBROSE

Global sports company PUMA announces a new partnership with creative director and iconic image maker, June Ambrose. June will help PUMA redefine what it means to be stylish in sport; leaning on her 25+ years of creating culture defining moments, June will bring a fresh look to athletes and audiences’ attire. 

June will take a holistic brand approach, extending her design eye across categories and age groups for girls and women’s collections throughout 2021 and beyond. June came to PUMA through her long-standing relationship with JAY-Z, who serves as the creative director for PUMA Hoops.  

"Jay (Jay-Z), Emory Jones and I have had many conversations about style, sport, purpose and legacy,” said June Ambrose. “From these conversations, Jay then introduced me to Bjørn Gulden (PUMA CEO) and Adam Petrick (PUMA’s Global Director of Brand and Marketing). Adam and I talked about our visions and my impact on the culture at large, and it was from these interactions that I knew a collaboration with PUMA would be beautiful and transcend far beyond product.”

June’s role as a creative partner highlights PUMA’s continued focus on creating premium offerings that merge style with performance. June will lend her expertise to a number of moments and collections with PUMA throughout 2021 including, but not limited to, an exciting exclusive for PUMA Hoops and a Title Nine collection inspired by June’s passion to celebrate bold, fearless women everywhere who rise above and go the distance no matter how big the challenge might be, while also being stylishly fit.

“I want my work with PUMA to drive a dialogue around Title Nine and equality. To have the opportunity to do this by launching a collection for an underserved division, for women's basketball, is incredible,” said Ambrose. “I want athletes and all women to feel fearless and inspired when they wear the pieces that I've designed. I want to create 
a space where young girls and women feel empowered on and off the court."

“June is an icon at the intersection between fashion, music, culture and purpose,” said Adam Petrick, Global Director of Brand and Marketing at PUMA. “Having the opportunity to bring an individual with such talent into the world of sports is unique and we are excited to see how she can redefine what it means to create a sportswear collection.”

The partnership will also transcend product; working closely with June, PUMA will commit to using its platform for social impact, empowering youth and pushing for equality in sport.

“The connection between style and sport is timeless and it's something I've always wanted to put my spin on,” said Ambrose. “Beyond the collections, it's important to me that the collaboration is rooted in social impact, and PUMA's work in the social justice space to empower youth through sport makes them the perfect partner.”

 

Herzogenaurach, germany, october 16, 2020
PUMA APPOINTS MARIA VALDES AS GENERAL MANAGER SPORTSTYLE
Sports company PUMA has appointed Maria Valdes (36) as the new General Manager of the business unit Sportstyle, the company’s largest business unit by revenue.

Maria has been with PUMA for ten years and most recently worked as Senior Head of Product Line Management Footwear in the business unit Sportstyle. Before joining PUMA, she worked in product development and marketing for both L’Oréal and Inditex. In her new role, she will report directly to PUMA CEO Bjørn Gulden. 

After more than 18 years with PUMA, Reinhard Dischner, the current General Manager of the business unit Sportstyle, has decided to leave the company at the end of the year. Until then, he will stay with PUMA to ensure a smooth transition to Maria. 

“It is great to see that we were able to fill this important role from within the organization,” said PUMA CEO Bjørn Gulden. “This ensures a smooth transition and continuity, which are important, especially in these turbulent times. I wish Maria all the best in her new role and I would like to thank Reinhard for the great job he has done for our company. He played a very important role in our success.”

herzogenaurach, germany, november 18, 2020
PUMA and Lewis Hamilton celebrate 7 World Champion Titles and 7 Years of Partnership

Global sports company PUMA is paying  homage to Lewis Hamilton’s seventh World Champion title highlighting the unique collaboration with one of the greatest Formula One drivers of all times. The Briton has been a part of the PUMA Family since 2013 and became the face of the brand as ambassador for performance in 2017.

Lewis Hamilton

The collaboration between PUMA and Lewis Hamilton is best described as “A perfect Fit”. “A good relationship means happy people, communication and respect between each other - that´s key”, said the seven time world champion. By matching Michael Schumacher´s long-standing record of titles Lewis Hamilton is now unquestionably one of the greatest racing drivers of all time and as well on his way to being “Forever Faster”. The young British talent began his relationship with PUMA in 2013 when he moved to the Mercedes-AMG Petronas Formula One Team, who have been supplied by PUMA with all technical clothing and footwear since 2012. This includes providing e.g. the race suits plus race boots and with the objective of securing the drivers’ competitiveness and safety through high-end lightweight fabrics and fireproof materials.

“We definitely have got the highest tech racewear kit,”

- Lewis Hamilton - 

“Though such a development process does take its time. PUMA has been very responsive and quick to support us.” The direct interaction between driver and race gear supplier is key to assure the Mercedes-AMG Petronas F1 Team receives the best quality and fit they need on their quest for the podium.

Lewis Hamilton

Training is one of the most important aspects for a race driver to focus on in order to remain competitive from the first lap to the last of a Grand Prix. “It’s always a lot of time training and preparing,” Lewis added. “Actually people watching Formula One do not realize how physical
racing actually is as it does look easier on TV. "  In 2017, PUMA decided to work with the British F1 driver as a brand ambassador for performance. Lewis became the face of the brand at multiple events, advertisements campaigns and billboards. “I need to be in the best shape possible. And I need to have the best kit to get me there. PUMA is all about technology, comfort and efficiency. So there are a lot of parallels to support me on this level,” acknowledges the Briton.

Looking deeper into collaboration opportunities inclusion and equality are topics both PUMA and Lewis Hamilton support from the core. This year saw the “Black Lives Matter” (BLM) movements and other organizations standing up for equal rights. The Formula One champ aligned with BLM to show his support for greater diversity and inclusivity. Lewis Hamilton was included in PUMA’s “Is Anyone Listening” campaign this year, talking with Tommie Smith and Thierry Henry about inclusion and equality. “PUMA has already been part of history with Tommie Smith. It is amazing to see how PUMA is utilizing the platform they have to push for change. That’s awesome but also  knowing that there is still more work to do”, said Lewis Hamilton. 

ONE OF THE GREATEST OF ALL TIME
Lewis Hamilton
Lewis Hamilton
Lewis Hamilton
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hERZOGENAURACH, germany, january 25, 2021
PUMA NAMED EUROPEAN TOP EMPLOYER FOR 2021
Sports company PUMA has been named Top Employer Europe for the second time in a row. This independent award highlights PUMA’s efforts to provide an attractive workplace for its employees. 

PUMA’s subsidiaries in Britain, France, Germany, Italy and Spain were also named Top Employers once again in 2021. PUMA South Africa received the Top Employer award for the first time this year.

PUMA was the only company from the sporting goods industry to receive the award for all of Europe in 2021.

“Because of the pandemic, 2020 has been a challenging year for us all, so it is great to see that our strategy to put our employees first has been once again recognized in this way,” said Dietmar Knoess, Global Director of People and Organization at PUMA. “We will continue to look for ways to improve, so we can retain this prestigious title.”

The Top Employers Institute program certifies organizations based on the participation and results of their HR Best Practices Survey. This survey covers 6 HR domains consisting of 20 topics such as People Strategy, Work Environment, Talent Acquisition, Learning, Well-being and Diversity & Inclusion and more.

Flexible working hours and mobile working have long been a part of working at PUMA. The company also supports employees outside of work through financial and pension planning, childcare support and provides extensive development and learning programs.

Herzogenaurach, germany, february 17, 2021
PUMA SIGNS DJ SNAKE AS AMBASSADOR FOR THE NEW MIRAGE SNEAKER FRANCHISE

Sports company PUMA has partnered with famed French DJ and record producer, William Sami Étienne Grigahcine, better known by his stage name DJ Snake. 

DJ Snake, who is known for pushing the boundaries of music and style, will be the global ambassador for PUMA’s newest sneaker franchise, the Mirage. The Mirage has been brought back from the PUMA archive and revamped with a new perspective on street style, using inspiration from the world of DJs and electronic dance music (EDM).

 

“I am a fan of fashion and sneaker culture, being able to join the PUMA family is an exceptional achievement, and I know my closet will have some great new additions,” said DJ Snake. “As a sneakerhead I’ve always followed what PUMA releases, featuring some of them in my videos and performances. With this new partnership, I will be supporting the Mirage franchise, bringing a new perspective to one of my favorites silhouettes.”

The Mirage OG was first introduced over half a century ago, it was originally released as a lightweight track and field shoe and reissued as a jogging shoe in the 90’s.

 

“DJ Snake is a great addition to our PUMA family, we are delighted to welcome him,” said Heiko Desens, PUMA’s Global Director of Design and Innovation. “When we decided to bring Mirage back from the archive, it was important we gave it a fresh perspective for today. Connecting it to the world of DJ culture felt natural, as like the Mirage, DJ culture gained significant popularity in the 1970s. Sneakers and music have always been vehicles for youth culture, so who better to be the face of Mirage than DJ Snake?” 

PUMA’s Mirage Tech is part of PUMA’s growing selection of Futro styles, a mashup of retro sneakers with futuristic inspiration. This revamped style features trippy colors, eye-catching materials, and futuristic elements taking inspiration from the lights, energy, and atmosphere of EDM shows.

 

DJ Snake is one of the best-known musical artists and DJs in a generation. Having made his international breakthrough in 2013 with the single “Turn Down for What,” DJ Snake has quickly become one of the top 10 most streamed musical artists of all time. With a catalogue including iconic singles such as “Taki Taki” (with Ozuna, Cardi B, Selena Gomez), “Lean On” (with Major Lazer, MØ), and “Let Me Love You” (with Justin Bieber), DJ Snake’s global impact on modern music culture is undeniable. With an ever-growing desire to further push the boundaries in music, fans should expect to hear a wealth of new singles in 2021. 

The beat just dropped, so did Mirage Tech. Available starting February 22nd in PUMA Stores, PUMA.com, and select retailers worldwide. Be on the lookout for additional colorways and new Mirage designs which will release throughout 2021.

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herzogenaurach, germany, february 18, 2021
PUMA PARTNERS WITH WOMEN WIN TO PROMOTE GENDER EQUALITY IN SPORTS21-WOMEN-WIN
Sports company PUMA has signed a long-term agreement with Women Win, an organization which empowers girls and women around the world through sports.

Through the partnership with Women Win, PUMA aims to increase the visibility of female athletes and sports role models and support initiatives that tear down obstacles to girls’ and women’s access to sports. 

“At PUMA, we believe everyone who wants to play, should be given the opportunity to play. This is why we are proud to support Women Win and their efforts in helping girls and women exercise their right to play sports,” said PUMA’s Global Director of Brand and Marketing Adam Petrick. “Over the coming years, we hope to create a lasting impact for girls and young women in sport together.” 

Through projects supported directly by PUMA, Women Win will reach 5,000 girls and women. Furthermore, as a core funding partner, PUMA will contribute towards Women Win reaching another 1 million girls and women by the end of 2023.

It is not the first time PUMA and Women Win have worked together. In 2020, PUMA donated 100,000 euros to the organization as part of its “Forever Tied Together” campaign to support Women Win’s efforts in advancing gender equity from the bottom up.

For women and girls, sport is a powerful tool to challenge gender norms and stereotypes, to regain ownership of their bodies, to experience joy, freedom and pleasure. Giving girls and women access to sports can create opportunities for them to team up, speak out and get active –in sports and in their communities – which in turn can create more equal societies.

Women Win was started in 2006 as a global women’s fund dedicated to advancing girls’ and women’s rights through sports. Since then, their programs have impacted more than 4 million girls in 100 countries around the world.

“Women Win believes in the power of joined efforts to impact girls and women’s rights globally. It’s thanks to our partnerships that we are able to support local activist and implementing partners to drive the change needed for a future where every woman and girl exercises their rights,” said Maria Bobenrieth, Women Win’s Executive Director.


Photo credits: Soccer Without Borders and Empodera


Herzogenaurach, germany, february 18, 2021
PUMA SIGNS WORLD CUP WINNER AND CHAMPIONS LEAGUE RECORD BREAKER RAPHAËL VARANE
Global sports company PUMA has signed a long-term partnership with Real Madrid and France national team star Raphaël Varane. As one of the fastest defenders in world football, Varane will step into the PUMA ULTRA silo, PUMA’s lightweight speed boot.  

Having made waves as one of the best defensive prospects in football, Varane made his international debut at just 19 years old, going on to make over 70 appearances for his country. He represented France in both the 2014 World Cup, where he was nominated for the Best Young Player award, and the 2018 World Cup, playing in every minute of every game en route to France’s victory.

 

“Raphaël Varane is a fantastic signing for us”, said Johan Adamsson, Global Director of Sports Marketing and Sports Licensing at PUMA. “He has achieved so much in the game at just 27 years old. He is technically gifted, in combination with great speed and strength and is considered one of the best defenders in the game today.”

Following the announcement Varane spoke about his excitement in joining the PUMA family and his goals for the future.

 

“I am delighted to join the PUMA family at this stage of my career and during a very exciting time for the brand“, said Raphaël Varane. “PUMA felt like a natural fit for me and I am thrilled to join the home to some of the greatest players in football history. I feel we share many common values, in particular PUMA’s outlook on sustainability, which opens up the possibilities of working together in areas beyond just football.”

Varane made his professional debut for Lens at 17 years old before making over 300 appearances for Real Madrid. He has won an incredible 18 major trophies at club level, including three LaLiga titles, one Copa Del Rey, four Champions Leagues and four Club World Cups. At just 24 years of age, Varane won the Champions League title for the third time, becoming the youngest player to achieve such a feat.

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