In 2020, PUMA already achieved an important milestone by sourcing 100% of the core materials used in its Apparel and Accessories, such as down, viscose and cotton, from more sustainable sources.  Above 97% of other materials such as leather,  polyester and cardboard also came from certified sources in 2020. This means that 5 out of 10 PUMA products were made from more sustainable materials last year.

By opting for such materials, PUMA reduces the amount of water and chemicals used in the production process compared to conventional materials. As a next step, PUMA will increase the amount of recycled materials in its Apparel and Accessories products and by 2025, 75% of the polyester used in these PUMA products will be from recycled sources. As part of this commitment, we joined the “Recycled Polyester Challenge” by global nonprofit organization Textile Exchange.

“In our sustainability strategy, we focus on making the largest possible positive impact, so our customers know that by buying a PUMA product, they buy a sustainably sourced product,” said Stefan Seidel, Head of Corporate Sustainability at PUMA. “We will continue to push hard to live up to our mission statement of being ‘Forever Better’.”

After establishing its first sustainability strategy more than 20 years ago, PUMA has set up a comprehensive list of targets, the 10FOR25, which seeks to make the company as a whole and its products more sustainable. The targets include commitments on topics such as climate, human rights, biodiversity and circularity.

In 2021, PUMA also launched several collections with a specific sustainability focus. PUMA sought to rethink waste with the ReGen collection, which is made from PUMA’s own waste material and other recycled materials: leather off-cuts, cotton off-cuts, and polyester made from recycled plastic. The Exhale collection, which was made together with model and climate activist Cara Delevingne, uses recycled polyester and offsets the carbon footprint.

The products of the First Mile collection, first introduced in 2020, use sustainable yarn made from recycled plastic. Through the recycling process, First Mile also creates jobs and strengthens micro-economies in Taiwan China, Haiti, and Honduras.

With these collections, as well as other ranges made from organic, recycled or vegan materials, PUMA shows its engagement to offer products made sustainably.

To signal the company’s long-established policy of welcoming people of all sexual orientations, gender identities and expressions, the front of PUMA’s headquarters in Herzogenaurach, Germany will light up in rainbow colors during all of June. Diversity and inclusion are a core part of PUMA’s culture and the company encourages all of its employees to be their authentic self.

PUMA has also created the Forever Free Pride Collection with model and LGBTQ+ activist Cara Delevingne. This is Cara’s most personal and introspective collection, inspired by the idea that in order to exist to one’s fullest potential, we must express and show all the parts that make us unique. PUMA will donate 20% of the proceeds to the Cara Delevingne Foundation, a project of the Giving Back Fund, which supports LGBTQ+ organizations around the world. 

As part of its #REFORM program, PUMA works with several LGBTQ+ charities. These partnerships include the Trevor Project, which focuses on mental health crisis and suicide prevention for LGBTQ+ youth, UK-based charity Football v. Homophobia and BAGLY, the oldest youth-led LGBTQ+ charity in the United States, just to name a few.

In Germany, PUMA will make its headquarters available to record DJ sets, which will be streamed for virtual Pride events in Nuremberg and Erlangen in cooperation with CSD Nuremberg.

Only See Great’ inspires the next generation to achieve greatness on and off the pitch, to believe in themselves and pursue their dreams. As part of the platform, Neymar Jr. and PUMA hosted a memorable day for the children of Centro da Coroa FC – a local football club located in Neymar Jr’s home state of São Paolo. As a child Neymar Jr. met his heroes, who inspired him to achieve greatness, now Neymar Jr. wants to do the same for young promising stars of the future. The children received PUMA x Neymar Jr. gifts and a special piece of paper with a message from their hero Neymar Jr. asking them to draw their dreams. After the children finished drawing, Neymar Jr. appeared on screen, creating an incredible surprise.

“Centro da Coroa FC is a football club striving to bring children closer to sport and support them on this path,” said Thadeu P. Nogueira, Football Director at Centro da Coroa FC. “Having Neymar Jr. and PUMA do something so special for the children will live long in the memory. This has been one of the best days of their lives and has encouraged them to keep dreaming.”


“Today was an emotional day, to share my experiences and inspirations with children from my home country, it filled me with so much joy,” said Neymar Jr. “I come from humble beginnings too, so I wanted to inspire them to follow their dreams no matter what their situation or where they start in life. Have faith and dream big.”

As part of PUMA’s ‘Only See Great’ platform Antoine reached out to U.F Mâconnais to give back to the children with amazing gifts and a special video message to inspire the next generation of young football hopefuls.

PUMA’s ‘Only See Great’ platform represents inspiring the next generation to achieve greatness on and off the pitch. As a child Antoine met his heroes, who inspired him to achieve greatness, now Antoine wants to do the same for young promising stars of the future.

After receiving gifts from their hero, the children performed special goal celebrations for Antoine - who is renowned for his unique celebrations, to inspire him and send good luck messages to their hero before he sets his sights on achieving greatness with France at the European Championships. 

SEPP Magazine Nr.11 is available to purchase here.

The 22-year-old JuVaughn pulled off the epic double last week in Eugene, where he also punched his ticket to the Games on the last day at Hayward Field to close out the U.S. Track and Field Championships. JuVaughn first cleared a solid 2.33 meters in the afternoon, and later returned that evening with an impressive 8.47 meters in the long jump.

“JuVaughn Harrison is one of the most exciting athletes in all of the sport of Track and Field,” said Pascal Rolling, Head of Running Sports Marketing at PUMA. “He has not just the talent, but also the personality and confidence to help him go far. You don’t come across many athletes who are as good in either event, let alone able to set personal bests in both the high jump and long jump within hours of each other at major championships.”

JuVaughn will join fellow LSU alumnus Mondo Duplantis in the PUMA Family of world-class athletes and brand ambassadors and will add to an already incredibly strong roster of jumpers across multiple events.

“PUMA just felt like the right fit,” said JuVaughn. “They have several athletes who are simply at the top in their respective event, including my friend Mondo Duplantis. I’m excited to be part of such an elite group. On a side note, my parents are Jamaican, so growing up I followed athletes like Usain Bolt and so it makes me proud to join such a brand and be part of the legacy.” The newly crowned US champion has not lost a high jump competition since March 30, 2019, - which includes 15 straight competitions in the high jump that he hasn’t been beaten.