Portugal, the 2016 European Champions and 2018/19 Nations League Winners, are known for their captivating style of play, which has earned them many fans all over the world and the largest number of followers on social media of any national football federation worldwide.

“Signing a top-tier national team was one of our priorities in football and I am very excited to welcome a team as popular as Portugal to the PUMA Family,” said Arne Freundt, PUMA CEO. “Given the large number of fans all over the world and the great potential of the next generation of this squad, we are looking forward to the upcoming big tournaments such as the 2026 World Cup.”

For PUMA, the deal offers the opportunity to continue writing Portuguese football history. In the 1960s, PUMA became the partner of legendary player Eusébio, known as “O Rei” (“The King”), for whom it created the iconic PUMA KING football boot. Eusébio was the top scorer of the 1966 World Cup when he led his team to a third place in the tournament.

“We were attracted to PUMA because of the way in which they engage with the fans and tell the unique story of every team they work with” said Fernando Gomes, President of the FPF. “We look forward to creating an exciting range of products with them which will resonate with our large fan base all over the world.”

PUMA will unveil the new products and its creative direction for the partnership in early 2025

The space immersed guests in the campaign’s road trip adventure, complete with a replica of Rośe’s motel room set as a standout photo moment. Attendees had the opportunity to delve into the sneaker’s
journey, from archival pieces to recent standout collaborations, while also customizing their own Speedcat
sneakers.
Notable guests, including Emily Ratajkowski, Xavi Simons, Jodie Woods, Avani Gregg, Danielle Guizio, Sami Miro, and friends of the brand, joined the celebration, with DJ Noodles providing the soundtrack. The night wrapped up with an electrifying DJ set by Paris Hilton, framed by the iconic lights of the Las
Vegas Strip. The PUMA Speedcat will be available in classic “Red” and “Black” as well as a new “Pink Blush” version starting November 26 in North America and globally on December 5, 2024, at PUMA.com, PUMA flagship stores, and selected PUMA stockists.
 

Earlier in the evening, PUMA also celebrated the opening of its brand-new Las Vegas Flagship store with PUMA Golfer Rickie Fowler and PUMA Football athlete Xavi Simons for a ceremonial ribbon cutting. The Las Vegas location is PUMA’s second flagship store in North America, the first is located at 609 Fifth
Avenue in New York City. It features an array of lifestyle pieces as well as innovative technology that creates an interactive experience for visitors.

and-mortar location in today's rapidly evolving digital world. 

“I am thrilled that we are opening a state-of-the-art flagship store in Las Vegas as part of our brand elevation strategy. Located along the iconic Las Vegas Strip, this flagship allows us to expand PUMA’s presence in North America to connect with U.S consumers and international visitors alike,” said Arne Freundt, Chief Executive Officer of PUMA. “I believe that our new Las Vegas Flagship is essential for conveying the true character of our PUMA Brand and for creating an immersive, interactive shopping experience as it will redefine in-person shopping by seamlessly merging sports performance, latest fashion trends, and technology.”

Located in the heart of the Las Vegas Strip, this shopping destination reimagines the modern retail experience with a variety of immersive and interactive features powered by cutting-edge technology. Each one has been thoughtfully designed to be fully inclusive and immersive. It offers customers attractions such as a professional F1 racing simulator, an interactive arcade, and a customization studio where customers can personalize apparel and footwear. The store also features the best products PUMA has to offer, including sportstyle, basketball, motorsport, golf, running, training, soccer and kids, as well as collections designed by select brand ambassadors and athletes and various hosted special events and experiences that pay homage to Las Vegas.

“Opening our second North American flagship store in Las Vegas is a big step for PUMA’s growth in North America, especially with the city buzzing for the F1 race,” said Bob Philion, President of PUMA North America. “Las Vegas is a booming sports city that attracts millions of visitors each year and is a global destination for entertainment and fashion. Having a flagship presence in Las Vegas will help us to connect with our customers from all over the world in unique and meaningful ways.”

PUMA’s flagship store is located within BLVD Las Vegas, a new development that is currently the largest standalone retail and entertainment-fueled destination on The Strip. Schimenti Construction, Nathan Colkitt of Colkitt Architecture, and the internal PUMA team led the construction and design of PUMA at BLVD Las Vegas. The development from Gindi Capital, led by CEO Eli Gindi and CFO Jack Braha, offers shoppers and sports enthusiasts access to premier retail shops, rooftop and outdoor entertainment, and easy access to rideshare drop-off and pick-up locations.

Key features of the space include:

• Immersive Motorsports Zone: Highlighting PUMA’s longstanding commitment to motorsports and capitalizing on Las Vegas’ excitement for F1, customers can take the wheel of a professional-grade F1 racing simulator and virtually race down the iconic Las Vegas Strip. 
• Interactive PUMA Arcade: Customers of the flagship are encouraged to check out the interactive PUMA Arcade during their shopping experience, which features RUN, GOLF, and SOCCER experiences. 
• PUMA x YOU customization studio: PUMA has once again partnered with renowned artists and designers to bring its sought-after customization studio to the store. Consumers can create and personalize PUMA footwear, apparel and accessories using patchwork, embroidery, direct to garment printing, LED printing on footwear, and many other creative mediums.
• New Personalizations on the PUMAPP: When shopping on the show floor, customers are encouraged to create a personalized profile on the PUMAPP to engage in an immersive, one-of-a-kind shopping experience. The app also tracks all PUMA Arcade activity and creates shareable content from each user’s experience. 
• Exclusive Vegas-Inspired Apparel: Customers won’t want to miss the VEGAS SHOP, where they can win prizes by pulling the lever on the video wall slot machine, and shop for unique Las Vegas-specific apparel and footwear.
• PUMA SELECT Zone: Shop the latest PUMA SELECT collaborations and step into the realm of exclusive style.

To celebrate the official grand opening of PUMA’s Las Vegas flagship store, PUMA executives were joined by PUMA Golfer Rickie Fowler and PUMA Football athlete Xavi Simons for a ceremonial ribbon cutting on Thursday afternoon. The Las Vegas location is PUMA’s second flagship store in North America, the first is located at 609 Fifth Avenue in New York City. It features an array of lifestyle pieces as well as innovative technology that creates an interactive experience for visitors.

The PUMA Las Vegas flagship, located at 3755 S Las Vegas Blvd, will be open Monday through Sunday, 10 a.m. to 10 p.m. local time. For more information, please visit puma.com. 

From upcycling to generating electricity from potatoes, PUMA puts two footballers and a fashionista to the test to see who will earn the most green flags.

Each week, PUMA’s Voices of a RE:GENERATION will present this trio with playful sustainability challenges, aiming to inspire and educate listeners on how everyday choices impact climate change. The challenges showcase how even small changes can make a big difference in reducing our environmental footprint. Whoever is most successful each week wins a green flag - so get ready for some friendly competition!    

"I’m so excited to be a part of this podcast which brings sustainability to the forefront of Gen Z listeners. It’s a lot of fun to complete the sustainability challenges and learn more about the small changes we can all make to fight climate change."- Maya Le Tissier

Anne-Laure Descours, Chief Sourcing Officer at PUMA, said: “The Climate crisis can seem overwhelming, however all of us have the power to make better decisions for the future of our planet, no matter how small. It’s vital that we travel this journey towards a FOREVER. BETTER. together with our next generation to create awareness and inspire collective change.”  

Upcoming episodes include:

Episode 1, The Carbon Crunch - Ever wondered how your breakfast affects the planet? Or how many carbon emissions are released on your morning commute? Our hosts dive into the surprising truth behind greenhouse gas emissions. Available now to watch below.  

Episode 2, The Wardrobe Revival – A little care goes a long way. Repairing, reviving, and revamping an old fit or pair of kicks. Find out who can save their item from becoming trash and bring it back to life, while learning about sustainable fashion hacks to reduce waste.

Episode 3, Lessons in Leather – Understanding the environmental impact of different materials can be confusing. Our hosts dive into this debate and uncover that when it comes to sustainability, the answer is far from black and white.  

Episode 4, The Renewable Electricity Experiment – The importance of transitioning from fossil fuels to renewable energy. Our hosts compete to see who can generate the most electricity using unconventional methods.  

Episode 5, The RE:FIBRE Makeover – Our trio showcase their upcycled outfits, made from materials that would otherwise be considered waste – while learning about the magic behind circular textile production with PUMA RE:FIBRE. Lastly, the winner of the Green Flags Challenge is crowned.

Green Flags speaks to PUMA's commitment to increase transparency and engage the next generation in their efforts to become more sustainable. Following on from PUMA’s 10FOR25 targets announced in 2019, PUMA has recently announced their new Vision 2030 sustainability targets in Human Rights, Circularity and Climate, setting out how the brand will continue to reduce their impact.  

Subscribe, listen and watch Green Flags by PUMA on Apple, Spotify, PUMA YouTube and all major podcast platforms.  

Watch episode 1 here:

For more information, please visit: https://foreverbetter.com/en/forever-better-podcast/green-flags 

Out of hundreds of companies examined, PUMA was amongst 11 in 2024 to be ranked in the fourth and highest “Leading” tier. Companies with this distinction showed an integrated materials strategy aligned with global goals, disclosed climate goals and targets and made progress towards a circular use of materials, Textile Exchange said. This year’s result is one step up from PUMA’s inclusion in the second-highest “Scaling” tier in 2023.

“We know how important our choice of product materials is, when we want to reduce our carbon footprint and lessen our environmental impact,” said Anne Laure Descours, PUMA’s Chief Sourcing Officer. “We are very happy to be ranked as ‘Leading’ in this years’ index and we will take it as an opportunity to further strengthen our materials strategy.”

PUMA has a 2025 target of making 9 out of 10 products with materials that are classified as preferred fibres by Textile Exchange or which originate from certified sources. In 2023, this was already the case for 8 out of 10 products. In 2023, 99.7% of all leather was sourced from Leather Working Group-certified tanneries and 99.2% of all cotton was certified or recycled as was 99.4% of all paper and cardboard packaging.  

Almost 65% of the polyester used for PUMA’s apparel and accessories in 2023 came from recycled materials and the company also started to scale up the use of recycled cotton. In 2024 PUMA announced that millions of football jerseys had been made with textile waste through its RE:FIBRE recycling initiative.

The Material Change Index is the largest peer-to-peer comparison initiative in the industry and aims to help track the sector’s progress in fibre and materials sourcing, strategy and the circular transition. The aim of the organization is to help the fashion industry achieve a 45% reduction in greenhouse gases from raw material production by 2030. 

For more detailed information on the Vision 2030 targets, please click here.
 

There’s only one Forever. Let’s make it Better. 

Launched in 2021, the Laureus Sport for Good Index celebrates brands that, through collaboration, innovation and creativity, are making significant contributions across the 17 Sustainable Development Goals (SDGs), as well as aligning their business output with their sports investments and activations.

The Index shines a light on organizations that are having the clearest and most meaningful impact, and to provide compelling evidence for the role that sport can play in driving sustainable change. The brands feature in the Index for their best-in-class sport for good campaigns and purpose-led initiatives implemented over the past 18 months.

Astin Ewington, Head of Partnerships, Laureus: “We are thrilled to unveil the 2024 Laureus Sport for Good Index, which continues to showcase the immense potential of sport as a force for positive change. The brands featured this year are leading the way in addressing some of the world’s most pressing social and ecological challenges through innovative, purpose-driven initiatives. By highlighting their efforts, we hope to inspire more companies to leverage sport as a platform to create meaningful impact and contribute to a more equitable and sustainable future.” 

PUMA initiatives recognized by the Index include:

VOICES OF A RE:GENERATION - After research which found that young people want brands to make more sustainability commitments, better communicate their goals and be more transparent, PUMA launched their Voices of a RE:GENERATION initiative. The initiative saw the company engage four young sustainability advocates who not only produce social content that helps raise awareness of PUMA’s sustainability targets among younger consumers, but also actively feedback to the brand about how it can improve its ‘FOREVER. BETTER’ sustainability practices.

Meanwhile, PUMA’s ‘RE:FIBRE’ polyester textile-to-textile recycling programme aims to reduce textile waste and make the company less reliant on plastic bottles for recycled polyester. All told, 46,000 RE:FIBRE garments were produced in 2023. Then, from the start of the 2024/25 soccer season, PUMA announced the scaling up of the programme, with millions of PUMA replica soccer jerseys made using RE: FIBRE, further spotlighting a more circular business model for jersey manufacturing.

This year, PUMA also launched an experimental commercial version of its RE:SUEDE sneaker in Europe. Leading up to this, as part of a two-year pilot project experiment that concluded in 2023, PUMA showed it was able to successfully turn the RE:SUEDE into compost under tailor-made industrial composting conditions. The RE:SUEDE can be sent back to PUMA at end of life who send them on to partners in the Netherlands for composting.  

The Index can be viewed and downloaded in full at laureussportforgoodindex.com 

Key developments Q3 2024

• Currency-adjusted sales up 5.0%, with growth supported by all three regions Americas, Asia/Pacific and EMEA 
• Currency-adjusted sales growth driven by Footwear and Wholesale returns to growth
• Sales in euro terms remain flat at € 2,308 million with ongoing currency headwinds
• Gross profit margin improves by 80 basis points to 47.9% 
• Operating expenses (OPEX) increase by 1.1% to € 873 million
• Operating result (EBIT) up by 0.3% to € 237 million 
• 2024 outlook confirmed: currency-adjusted sales growth at a mid-single-digit percentage rate and EBIT in a range between € 620 million and € 670 million 

Sales grew currency adjusted (ca) by 5.0% to € 2,308.2 million, supported by growth in the Americas, Asia/Pacific and EMEA. Currencies continued to be a headwind, negatively impacting sales in euro terms by approximately € 100 million in Q3 2024 (-0.1% reported growth rate).

Sales in the Americas region increased by 11.4% (ca) to € 872.2 million, with the U.S. and Latin America contributing to the growth. As anticipated, the U.S. market returned to growth in Q3. Latin America grew during the quarter, while continuing to be impacted by the ramp-up of warehouse operations. The Asia/Pacific region recorded sales growth of 3.0% (ca) to € 430.4 million, showing a sequential improvement despite softer consumer demand in Greater China. In the EMEA region, sales increased by 0.8% (ca) to € 1,005.5 million, driven by continued growth in Europe, which was partially offset by a decline in EEMEA due to muted consumer sentiment in the Middle East and a strong prior year quarter (EEMEA grew +64% ca in Q3 2023).

PUMA’s Wholesale business returned to growth, improving by 1.5% (ca) to € 1,728.2 million. The strong focus on sell-through in the first half of 2024 laid the foundation for a stronger sell-in in the second half of 2024. Our Direct-to-Consumer (DTC) business grew in line with the strong year-to-date trajectory by 17.0% (ca) to € 580.0 million, which reflects the continued brand momentum. Sales in owned & operated retail stores increased 12.8% (ca) and e-commerce increased 26.4% (ca). This resulted in an increased DTC share of 25.1% (Q3 2023: 22.7%).

Sales in Footwear increased by 9.3% (ca) to € 1,240.3 million, driven by growth in Performance, led by Football and Running, and in Sportstyle, led by Core and Kids. Sales in Accessories grew by 2.9% (ca) to € 304.2 million, while Apparel decreased by 0.7% (ca) to 
€ 763.6 million.

The gross profit margin improved by 80 basis points to 47.9% (Q3 2023: 47.1%). The continued improvement was based on a favourable product mix, freight and sourcing prices. This was partially offset by ongoing currency headwinds and higher promotional activities in certain markets in Latin America and EEMEA.

Operating expenses (OPEX) increased by 1.1% to € 873.4 million (Q3 2023: € 863.7 million). The increase was mainly driven by the continued growth of our DTC business, warehouse ramp-up costs and digital infrastructure projects. This was partially offset by lower bonus-related marketing payments and a shift of marketing investments to Q4 2024, while non-demand generating costs continued to be strictly controlled. Currency headwinds also weighed on the OPEX ratio, which increased by 50 basis points to 37.8% (Q3 2023: 37.4%).

The operating result (EBIT) increased by 0.3% to 237.0 million (Q3 2023: € 236.3 million), mainly due to an improved gross profit margin. The EBIT margin came in at 10.3% (Q3 2023: 10.2%).

The financial result amounted to € -46.7 million (Q3 2023: € -45.5 million), which is in line with the prior year. 

Net income decreased by 3.0% to € 127.8 million (Q3 2023: € 131.7 million) and earnings per share amounted to € 0.86 (Q3 2023: € 0.88). This was mainly due to a higher net income attributable to non-controlling interests as a result of a stronger socks and bodywear business in the U.S.

Sales increased by 2.6% (ca) to € 6,527.8 million, with currency headwinds having a negative impact on sales in euro terms (-1.4% reported).

The Americas region led the growth with a sales increase of 7.2% (ca) to € 2,549.7 million, followed by the Asia/Pacific region with a sales increase of 1.8% (ca) to € 1,298.9 million, while sales in the EMEA region declined by 1.1% (ca) to € 2,679.2 million.

PUMA’s Wholesale business declined by 1.5% (ca) to € 4,866.0 million as a result of our strong focus on sell-through in the first half of 2024 to lay the foundation for a stronger sell-in in the second half of 2024 and 2025. Our Direct-to-Consumer (DTC) business increased by 16.8% (ca) to € 1,661.8 million. Sales in owned & operated retail stores grew 14.8% (ca) and e-commerce increased 20.7% (ca). This resulted in an increased DTC share of 25.5% (9M 2023: 22.7%).

Among product divisions, sales in Footwear increased by 4.2% (ca) to € 3,518.8 million and Apparel grew by 1.9% (ca) to € 2,077.4 million. Accessories decreased by 1.8% (ca) to € 931.7 million. 

The gross profit margin increased by 130 basis points to 47.4% (9M 2023: 46.2%). Headwinds from currencies and promotions were more than offset by a favourable product and distribution channel mix as well as tailwinds from sourcing and freight. 

Operating expenses (OPEX) increased by 1.7% to € 2,598.0 million (9M 2023: € 2,555.5 million). The continued growth of our DTC business and ramp-up costs for warehouse and digital infrastructure projects were the main drivers of this increase, while non-demand generating costs remained under strict control. In addition, currency effects weighed on the OPEX ratio, resulting in an overall increase of 120 basis points to 39.8% (9M 2023: 38.6%).

The operating result (EBIT) decreased by 2.7% to € 513.2 million (9M 2023: € 527.2 million), which resulted in an EBIT margin of 7.9% (9M 2023: 8.0%). Gross profit margin improvements were more than offset by currency headwinds and higher OPEX.

The financial result decreased to € -116.2 million (9M 2023: € -76.2 million) due to a lower interest result and higher currency related losses.

Consequently, net income decreased by 15.4% to € 257.1 million (9M 2023: € 304.0 million) and earnings per share amounted to € 1.72 (9M 2023: € 2.03).

Share Buyback

The share buyback programme announced by PUMA SE on 29 February 2024 began on 07 March 2024. During Q3, 422,855 shares were bought back for € 18.5 million. As of 30 September 2024, a total of 1,123,268 shares had been repurchased for € 49.8 million.

Working Capital

The working capital increased by 4.9% to € 1,883.5 million (30 September 2023: € 1,794.9 million). Inventories decreased by 3.3% to € 1,811.3 million (30 September 2023: € 1,874.1 million). On a currency adjusted basis, inventories were up 3.8%. Inventories remain at healthy levels with a strong increase in goods in transit to serve the new product cycle from Q4 2024 onwards. Trade receivables increased by 4.0% to € 1,515.6 million (30 September 2023: 
€ 1,457.3 million). Trade payables increased by 5.5% to € 1,297.9 million (30 September 2023: € 1,230.1 million).

Outlook 2024

The first nine months of the year were characterised by a volatile environment with continued currency headwinds, stressed supply chains and muted consumer sentiment globally. In this challenging environment, PUMA continued to make progress on its brand elevation journey and in building the foundation of accelerated and sustainable growth by enhancing its distinctive brand equity and desirability, strengthening its performance business, and building up consumer relevance in the Sportstyle Prime market.

Based on the results of the first nine months of the year and supported by building brand momentum as well as by our strong orderbook for the remainder of the year, PUMA reiterates its outlook for the financial year 2024 of mid-single-digit currency-adjusted sales growth and an operating result (EBIT) in the range of € 620 million to € 670 million (2023: € 621.6 million). We continue to expect net income (2023: € 304.9 million) to change in 2024 in line with the operating result.

As in previous years, PUMA will continue to focus on managing short-term challenges without compromising the brand's medium- and long-term momentum. The very positive feedback from our retail partners and consumers on our upcoming Q4 2024 product drops, 2025 product line-up and go-to-market strategies gives us confidence for the medium and long-term success and continued growth of PUMA.

Q3 Brand & Product Update

Continued progress in Brand Elevation

• Speedcat named in top 3 of “hottest products” in Q3 Lyst Index, which ranks the most sought-after items in global fashion 
• Brand Campaign “See The Game Like We Do” leads to improved awareness and consideration among consumers, especially in the Americas
• PUMA welcomes F1 Scuderia Ferrari HP driver Charles Leclerc as global brand ambassador
• PUMA signs NBA All Star Tyrese Haliburton, who has gained many fans in both the U.S. & China with his stylish presence on and off the court

Ongoing Momentum in Performance

• Paris Olympics 2024 mark the most successful games in PUMA’s history with PUMA Athletes winning an incredible 66 medals, including 19 Gold in Olympics and Paralympics, all of them wearing PUMA Nitro technology
• PUMA’s Nitro technology made Armand “Mondo” Duplantis once again improve his pole vault world record to 6.26m at Silesia Diamond League
• Yaroslava Mahuchikh and Armand “Mondo” Duplantis have been crowned 2024 European Athletes of the Year
• PUMA signs U.S. sprint sensation Christian Miller, who ran 100m in under 10 seconds at only 17 years old
• PUMA was the top brand at the 2024 New York City Marathon and its Deviate Nitro Elite 3 edged out the competition as the fastest shoe among the top 20 men and women, according to running platform Run Outside Online 
• PUMA introduces latest versions of ULTRA, FUTURE and KING football boots as part of Lights Out pack
• PUMA and Manchester City launch “Definitely City” kit, co-designed by Noel Gallagher
• Fourth edition of LaMelo Ball’s signature shoe MB.04 continues to be a bestseller with the next generation of consumers

Transition in Sportstyle Prime on Track

• PUMA builds up further momentum in low profile with additional colours of the Speedcat and strong sell-through in elevated distributions channels
• A$AP Rocky’s latest designs of Mostro and Inhale create strong buzz ahead of commercial launch of Inhale in Q4
• Rihanna’s new Fenty x PUMA Avanti sneaker campaign features Romeo Beckham 
• PUMA sees ongoing strong momentum for Palermo and Suede XL in its strategy to maximise the current trends
• LaMelo Ball’s off-court sneaker LaFrancé gains further momentum with new drops
• PUMA teams up with fashion brand Heliot Emil and luxury streetwear brand KIDSUPER to excite consumers with strong storylines and elevated product designs

Stitch + Spice, a short film by Luke Jaque-Rodney, one of PUMA's Voices of a RE:GENERATION has been officially selected for Documentary Short at the 6th Big Syn International Film Festival in London.  

Voices of a RE:GENERATION is a PUMA initiative highlighting young changemakers driving positive change in their communities. Through this platform, PUMA aims to inspire the next generation to support a more sustainable future and forms part of the brand’s wider missions to communicate sustainability in a transparent and digestible way. Stitch + Spice is a short documentary captured at PUMA's supplier factories in Vietnam and Bangladesh featuring Luke, a food and nutrition vlogger, who shares meals and engages with garment workers, showcasing their lives, perspectives and cultures. Earlier this year Stitch & Spice was nominated for best sustainability fashion film at the London Fashion Film Festival and received a 2024 Impact Docs Merit Award.

The Big Syn online festival screening which took place from 17-26 October featured nearly 150 films reaching over 45 million people in 120 countries led by a Grand Jury of OSCAR, BAFTA and EMMY award-winners and leaders from the United Nations, House of Lords, as well as sustainability, policy and media stalwarts.  

Festival founders, Dr Ragini G Roy and Dr Sourav Roy, commented "The festival features films from student filmmakers to ones from global legends such as OSCAR winners Sir Ian McKellen (X Men, Lord of the Rings) and Sir David Mark Rylance (Spielberg's The BFG) amongst others; documentaries from acclaimed EMMY and BAFTA winning filmmakers."

Winners will be declared on 8th November at the red-carpet gala awards ceremony at Curzon Soho and all the winners will be featured on Europe's biggest screen, London's Piccadilly Lights on 14th November 2024.   

Sports company PUMA is part of the multi-brand consortium which unveiled the world’s first piece of clothing made entirely from textile waste by using a new biorecycling technology developed by French company CARBIOS.

The project created a plain white T-shirt, which was made from mixed and colored textile waste. By using CARBIOS’ biorecycling technology, the polyester was broken down using enzymes into its fundamental building blocks to produce biorecycled polyester. The quality of the recycled textiles is on par with oil-based virgin polyester.

“PUMA’s wish is to have 100% of our polyester coming from textile waste. Today’s announcement is an important milestone towards achieving this and making our industry more circular,” said Anne-Laure Descours, Chief Sourcing Officer at PUMA. “We now need to work together to make sure we can scale up this technology to make the largest possible impact. We’re excited to be part of this breakthrough and setting new standards for fibre-to-fibre recycling.”

The aim of the consortium is to collectively advance the textile industry's shift towards a circular economy by developing and industrializing CARBIOS’ enzymatic depolymerization technology to achieve 100% “fibre-to-fibre” recycling. By doing so, petroleum can be replaced by textile waste as a raw material to produce polyester textiles. These textiles can once again become raw materials, thus fueling a circular economy with the added benefit of a lower carbon footprint and the avoidance of waste that ends up in landfills or incinerators.  

“It may look like an ordinary t-shirt, but make no mistake, the technology behind it is extraordinary,” said CARBIOS CEO Emmanuel Ladent. “To achieve “fibre-to-fibre” recycling is a technological feat.  CARBIOS couldn’t have done it alone, so thanks to the collaboration with our consortium partners, we have overcome many technical hurdles together to produce the world’s first enzymatically recycled t-shirt made entirely from biorecycled fibres.”

Currently, the majority of recycled polyester in the industry is made from PET bottles, and only 1% of fibres are recycled into new fibres. The collective achievement marks an important milestone for the consortium’s ultimate aim of demonstrating a closed fibre-to-fibre loop using CARBIOS’ biorecycling process at an industrial scale.  

A two-time NBA All-Star for 2023 and 2024, 2024 NBA Assists Leader of the Year, All-NBA Team member in 2024, 2021 NBA All-Rookie First Team and most recently a 2024 Paris Olympics Gold Medalist for the USA Basketball Men’s Olympic Team, Haliburton has consistently showcased his elite skills on the court. Known for his exceptional passing, scoring ability, and electric style of play, Haliburton has quickly become one of the league's most exciting young players.

“I’m super excited to announce that I’ve joined the PUMA Family,” said Haliburton. “I look forward to being a part of their commitment to the next generation of basketball. PUMA’s vision and dedication to supporting athletes align perfectly with my goals, and I’m excited to represent the brand on and off the court.” 

Haliburton's signing marks a significant milestone for PUMA Hoops as the brand solidifies its position as a leader in basketball. PUMA Hoops is dedicated to empowering the next generation of basketball stars.

Haliburton will be seen on NBA courts sporting PUMA's latest performance technology shoe, the All-Pro NITRO. Designed to deliver unmatched comfort, support, and responsiveness, the All-Pro NITRO is the perfect shoe for athletes who demand the best.

Global sports brand PUMA has launched the latest chapter of its first worldwide brand campaign in 10 years “FOREVER. FASTER. – See The Game Like We Do.” The newest chapter is dedicated to establishing the brand’s position as a leader in basketball and igniting the future of its hoops division.

This 2024 Hoops campaign is all about seeing the game differently and invites all to see the game like we do: determined to win, ready to show out, and playing for the joy of the game. The campaign features PUMA Hoops athletes Breanna Stewart, Flau’jae Johnson, Scoot Henderson, LaMelo Ball, and the brand’s most recent signee Tyrese Haliburton, and draws upon each player’s unique perspective on the game. Each athlete brings their own individual story, their own crew, and a unique style of play, and together they embody the FOREVER. FASTER. mantra.

“Since the start we’ve always tried to tell the story of basketball through the lens of the player, seeing the game the way they do, both on the court and off the court. This approach has allowed us to connect those unique viewpoints with disruptive product and storytelling - impactful to anyone around the game,” says Global Head of PUMA Basketball, Max Staiger, “This Campaign, for the first time, brings together
our complete narrative showcasing how Stewie, Melo, Flau’Jae, Scoot, and Tyrese embody the PUMA Hoops’ disruptive and inclusive spirit.”

The legacy of PUMA Basketball dates back to 1973, championing some of the greatest names in basketball history and developing cutting edge performance shoes, such as the iconic Clyde model, that provided sporting excellence and helped carry legendary victories. PUMA returned to basketball in 2018, merging sport with culture while introducing a new wave of PUMA basketball athletes who are known for their talent and style on and off the court. PUMA continues to push the sport forward through cutting edge technology and product innovations, boundarypushing designs and cultivated circle of creative partners and its growing, talented athlete roster.

“This campaign is a message to the world that PUMA is doubling down on hoops,” shares Richard Teyssier, Vice President Brand and Marketing. “The campaign showcases the tenacious spirit we have for the game and the investment we are willing to make to show up as a powerhouse and continue carving our legacy. This dedicated campaign will continue to thread our message across the business and amplify our holistic vision for the brand.”

“FOREVER. FASTER – See The Game Like We Do.” debuts globally on October 18th and will launch across the entire mixed media, including out of home campaigns in New York, Los Angeles, Charlotte, and Miami, as well as across social media, TV and more. The campaign will include a hero brand film and supporting creative assets with featured athletes. An official NBA media partnership will also amplify the campaign to hoops fans worldwide.