Herzogenaurach, Germany, March 3, 2022
PUMA recruits 500 testers for next phase of RE:SUEDE project

Sports company PUMA is looking for 500 people in Germany to join brand ambassadors such as Cara Delevingne and Raphaël Varane to test the RE:SUEDE sneaker and become a part of the company’s experiment to see whether it can make a biodegradable version of its classic SUEDE.

With the RE:SUEDE project, PUMA has the ambition to set new standards of sustainability for the iconic SUEDE, as it tests whether the sneaker can biodegrade in the controlled setting of an industrial composting facility. In May, 500 participants will receive a pair of RE:SUEDEs to test. They are expected to wear the sneaker for six months and then send it back to PUMA. To thank them for their participation in the project, they will receive a new pair of RE:SUEDEs.

“We want participants to wear the RE:SUEDE as part of their daily routine,” said Stefan Seidel, PUMA’s Head of Corporate Sustainability. “That is how we can gather realistic feedback about the durability of the materials used in the sneaker.”

German residents looking to join the experiment can register on PUMA’s website https://eu.puma.com/de/en/resuede by March 14. PUMA will then draw 500 people, who will receive the RE:SUEDE and wear it for half a year before sending it back to PUMA.

The returned RE:SUEDEs will be tested for biodegradability at an industrial composting facility operated by Dutch waste specialists Ortessa. PUMA will share the results of the RE:SUEDE experiment with its industry peers, to find better solutions for the waste management challenges the whole industry faces.

Even though the RE:SUEDE looks like its predecessor, which has been one of PUMA’s most iconic models since the 1960s, biodegradability has been the main focus of the RE:SUEDE program.

This is reflected in the choice of materials, such as Zeology tanned suede, biodegradable TPE and hemp fibres.

Herzogenaurach, Germany, March 7, 2022
PUMA AND LEGA SERIE A ANNOUNCE A NEW LONG-TERM PARTNERSHIP
Global sports company PUMA and Lega Serie A have today announced a new long-term partnership. PUMA becomes the league’s official technical partner from the start of the 2022/23 football season and will be the official match ball provider for all games in Serie A, Primavera 1 competitions, the Coppa Italia, Supercoppa and eSerie A competitions.

With a total audience of over one billion viewers in close to 200 countries annually and with over 21 million social media followers across all platforms, Serie A is one of the most watched leagues in the world. The competition is home to some of the most popular teams and players in the game. PUMA is already active in Italian football through iconic teams such as AC Milan and US Sassuolo and over the years has partnered with beloved players that include Diego Armando Maradona, Giorgio Chiellini and Gigi Buffon. 

The exciting new partnership adds to PUMA’s existing LaLiga collaboration and significantly expands PUMAs on pitch visibility and strengthens its position as a leading football brand. 

The partnership paves the way for a new era in Lega Serie A. One that will be amplified through PUMA’s Faster Football platform that focusses on performance, innovation and culture. A mission that aligns perfectly with the ambitions of Lega Serie A and their aim to be the world’s most beautiful league, promote social responsibility and drive innovation on and off the pitch. Reflected in Lega Serie A’s Mantra ‘We are Calcio’.

Defined by its history, legacy and passion that follows it all over the world. Serie A is considered one of the most tactical leagues around the globe and is the perfect stage for PUMA to help drive the next chapter in Lega Serie A football.

“PUMA is very proud to partner with Lega Serie A and we look forward to many exciting football seasons together,” said Manolo Schuermann, Head of Sports Marketing Teamsport. “The partnership gives PUMA the platform to promote the brand in one of the world’s elite football leagues and will be rooted in collaboration and ambition. This mindset will allow us to produce great product, storytelling and commercial campaigns. We have always been deeply rooted in Italian football and now look forward to creating another legacy together with Lega Serie A.”

“We are extremely proud to announce this partnership,” said Luigi De Siervo, Lega Serie A CEO. “The link with a brand of international recognition such as PUMA demonstrates the importance and reputation of Lega Serie A at a global level and offers a greater level of visibility for our brand. By choosing PUMA we will guarantee both the highest technical standards for all our competitions and a style in line with the fashion trends of the young generations. This agreement also guarantees continuity in the centralized marketing operations of Lega Serie A and confirms the willingness of the Clubs to work together for the enhancement of our product.”

 

Herzogenaurach, Germany, March 8, 2022
“SHE MOVES FORWARD” – PUMA CELEBRATES WOMEN WHO MOVE THE WORLD OF SPORTS
Sports company PUMA has expanded its successful brand campaign “SHE MOVES US” to focus on its top female sports ambassadors, celebrating the women who have moved sports forward to inspire other women around the world.

Led by global pop superstar Dua Lipa, PUMA has invited its female sports ambassadors to talk about their values and the things that moved them forward in their respective disciplines – their key to success, the challenges they’ve faced and what they’ve learned along the way.

Dua Lipa will be joined by numerous PUMA athletes such as WNBA stars Skylar Diggins-Smith and Breanna Stewart, golfer Tisha Alyn, footballer Nikita Parris, Ingrid Engen and Fridolina Rolfö, triple jumper Patricia Marmona, W-series Driver Naomi Schiff and Skateboarder Isadora Pacheco.

WNBA star Skylar Diggins: “To me, She Moves Us, it's like a community. I see it as a platform to inspire, a platform to educate, to empower, encourage women, to uplift women, to celebrate women, to showcase women, and our lifestyle and how sports and culture and values intertwine into those things.”

“She Moves Us” wants to empower girls and young women through sharing stories and joint efforts to impact girls and women’s rights globally.  It is inspired by global pop-star and PUMA Ambasssador Dua Lipa who said: "Sharing stories of success is all part of changing the narrative, especially in fields like sports and entertainment that have tended to amplify the accomplishments of men. Women are already nailing it across the board and celebrating their achievements is exciting and empowering. It also encourages those rising up to aim for the stars. Now let’s show the world what we are capable of!”

PUMA has an inclusive product offering to cater for women and girls in sports. This includes period underwear and activewear, modest sportswear, a maternity offering and performance specific products exclusively engineered for women. PUMA supports all athletes to perform at the highest level and works with organizations and partners committed to remove barriers that prevent girls from participating in sports. One example of such a partner is Women Win - an organization which empowers girls and women around the world through sports.

Herzogenaurach, Germany, 15 March 2022
Formula One Driver George Russell becomes a PUMA ambassador
Sports company PUMA has signed Mercedes-AMG Petronas F1 Team driver George Russell as a brand ambassador making the young British driver part of its lifestyle and performance program.

Fast, talented and progressive: George Russell is a natural fit for the PUMA Family. The 24-year-old Formula One driver is a rising star in the world of motorsport.

“There isn’t a day where I’m not doing some form of training. PUMA is a brand that I’ve worn for many years, I use it for my fitness program, leisurewear and of course any time I’m in a Mercedes-AMG Petronas Formula 1 car. I have a great relationship with the brand and to finally be officially part of the PUMA Family is a real honor for me. I’m looking forward to our journey together, “said George Russell.

PUMA wants to drive innovation in race gear performance forward. Working closely with brand ambassadors like George Russell will help the sports company progress: “The overalls and other items we wear in the car are massively important from a performance perspective for a number of reasons. First is weight, everything that is put on or in the car needs to be as lightweight as possible and we work closely with PUMA to ensure all our race gear is as precisely developed and engineered as the car. Second is comfort. Every single item we wear, whether overalls, boots, gloves, fireproofs, all need to fit perfectly and as though you can’t feel them. In the intense environment of a cockpit, even the most minor of fit issues can be a distraction when you’re racing at 200mph.  PUMA works really close with me to ensure both comfort and performance is optimized,” Russell added.

Besides performance PUMA is also embracing the lifestyle sector of car culture and streetwear. George is a young, cool and charismatic character who will fit PUMA´s strategy perfectly.

”It´s a pleasure to welcome George Russell to the PUMA Family. His attitude to work hard and strive for the best results is part of the “Forever Faster” mantra of PUMA,” said James Clark, Head of Sports Marketing Motorsport & Operations at PUMA. “We will have successful years together driving innovation in race gear and setting motorsport lifestyle trends. George´s great and authentic character is what PUMA is looking for. He is also a really nice guy. From a racing point of view, George has proven his competitiveness and speed already. He has got great potential and we are looking forward to support him 100% in his career.”

For George Russell 2022 is an exciting year with great perspectives: “My goals this year as a racing driver is to continue improving. I think it is going to be an incredibly challenging year with some really big changes within Formula One and I have to be very adaptable to the situation and work really hard with my team.”

“From a PUMA perspective, I would like to continue to help build the brand in the world of motorsport. Obviously, motorsport is a unique market and I think that is something that I really want to help push PUMA further.“

Somerville, Massachusetts, March 17, 2021
PUMA INTRODUCES ADITI SHAH AS THE NEWEST TRAIN PUMA AMBASSADOR
Global sports company PUMA, today announced Peloton Instructor Aditi Shah, as the newest TRAIN PUMA global ambassador. Shah will support the brand in various ways including TRAIN PUMA campaigns, product launches and brand initiatives.

Global sports company PUMA, today announced Peloton Instructor Aditi Shah, as the newest TRAIN PUMA global ambassador. Shah will support the brand in various ways including TRAIN PUMA campaigns, product launches and brand initiatives.

Known for her mindfulness as a yoga and meditation instructor, Shah will be featured as the global ambassador for PUMA’s Studio collection designed with style and comfort in mind, featuring premium fabrics for yoga practice.

"I am honored to be joining the PUMA family,” said Shah. “I love that the brand is at the intersection of movement, music, lifestyle and fashion and that these values are threaded through the brand products, language and representation."

Shah will also be featured in PUMA’s women’s platform “She Moves Us”, which celebrates women who continue to move sports forward. With the goal of inspiring young women and girls globally, PUMA has invited their female ambassadors to speak about what inspires them, the challenges they have faced in their respective industries and what they have learned along the way. Through her partnership with PUMA, Shah will share her experiences as a South Asian female in the fitness and wellness industry. To learn more about “She Moves Us”, click here.

Herzogenaurach, Germany, 17 March 2022
PUMA joins forces with Alfa Romeo F1 Team ORLEN
Sports company PUMA will join the Alfa Romeo F1 Team ORLEN as the new official race gear supplier. PUMA will provide the full range of items worn by the team’s drivers, Valtteri Bottas and Zhou Guanyu, as they prepare to compete in the first race of the 2022 Formula One season in Bahrain. PUMA will also provide a dedicated training range for the team.

The latest member of the PUMA family, Alfa Romeo F1 Team ORLEN, has a long-lasting legacy in motorsport, combined with an exciting driver pairing in Formula One for 2022. PUMA will support the team with the latest innovation and technology in race gear offering super-light fabrics with the customized fit for the athletes from overalls to boots.

“There is great potential in the cockpit of the Alfa Romeo F1 Team ORLEN and I can’t wait to see them on their chase for the podium. We are really looking forward supporting Zhou Guanyu as the first Chinese Formula One driver. His participation is an important milestone to push the sport in his home country further,” said James Clark, Head of Sports Marketing Motorsport at PUMA. ”Moreover, it is a pleasure to continue working together with Valtteri Bottas, who has been part of the PUMA Family since 2017 already."

In addition to racewear tailored to the driver’s needs in the cockpit, PUMA will also make sure the Alfa Romeo F1 Team ORLEN crew operates at the highest level both on the track and while preparing for the race weekend, supporting the team with the latest training gear.

To complete the full package, PUMA will provide Alfa Romeo F1 Team ORLEN with footwear: the team will wear the brand’s sneakers trackside as part of their travel gear, as they move around the world during the 2022 season.

“We welcome PUMA to the Alfa Romeo F1 Team ORLEN family with open arms. Like our team, their brand has a long and proud history in sports and has become synonymous with quality and innovation,” said Frédéric Vasseur, Team Principal Alfa Romeo F1 Team ORLEN. “They are going to help us deliver performance, not just by enabling our drivers and crew to train and compete with the latest gear, tailored to their needs, but also by pushing their research and development efforts to provide ever better equipment.” 

herzogenaurach, germany, march 19, 2021
SHE’S BACK. SARA BJÖRK RETURNED TO ELITE LEVEL FOOTBALL THIS WEEKEND FOLLOWING THE BIRTH OF HER CHILD

Sara Björk Gunnarsdóttir has defied the odds and battled through many hurdles to make her long awaited return to elite level football this weekend when Olympique Lyonnais faced Dijon in Ligue 1 Féminine.

An extraordinary four months after giving birth to her son, Sara returned to the pitch to crown off an incredible journey that has seen her achieve the goal she had set herself when she first learned of her pregnancy.

Back in September of 2021, Sara began working closely with PUMA to document her journey as she prepared to give birth and attempt to return to elite level sport. The journey has featured blogs and social content amplified through PUMA’s ‘She Moves Us’ platform to raise more awareness of the difficulties female athlete’s still face when becoming pregnant.

Many athletes encounter challenges and uncertainty over their careers when faced with the prospect of pregnancy. Many athletes struggle due to lack or support with early retirement a reality for most. Due to the stigma and issues female athletes have faced, Sara wanted to inspire a generation of female athletes to not give up on their dreams and to push for change at all levels to help athletes who want to start a family and return to play at the highest level.

Sara’s journey will culminate in the release of a special documentary later in 2022. The short film will give unprecedented access to Sara’s story and give insight to the challenges female athletes face when deciding to start a family. 

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Herzogenaurach, Germany, 23 March, 2022
RE:JERSEY – PUMA trials Garment-to-Garment Recycling in Circularity Project, using old Football Kits to produce new ones
Sports company PUMA will pilot an innovative production process to use existing football jerseys to produce new ones. This initiative is aimed at reducing waste and paving the way towards more circular production models in the future.

The process used in RE:JERSEY means that old garments that feature logos, embroideries and club badges, which previously hindered recycling efforts to turn old garments into new ones, can now be used. The RE:JERSEY project takes football kits as the major ingredient to create yarn for new jerseys.

In the recycling process used for the RE:JERSEY project, the garments are chemically broken down into their main components (depolymerization). Colors are then filtered out and the material is chemically put back together to create a yarn (repolymerization) that has the same performance characteristics as virgin polyester.

While PUMA’s football kits on the market today are already made from 100% recycled polyester, RE:JERSEY kits are made with 75% repurposed football jerseys. The remaining 25% comes from SEAQUAL ® MARINE PLASTIC1.

“With the RE:JERSEY project, we wanted to develop ways to reduce our environmental impact, respect resources and reuse materials,” said Howard Williams, Director Apparel Technology at PUMA. “The insights we gained with RE:JERSEY will help us develop more circular products in the future."

The products made in the RE:JERSEY project will be worn on-pitch during pre-match warm-ups by PUMA Clubs Manchester City, AC Milan, Borussia Dortmund and Olympique de Marseille. The teams will wear the jerseys ahead of their respective league fixtures in late April and May, starting with Manchester City against Watford on April 23.

The RE:JERSEY pilot experiment is part of PUMA’s Circular Lab and its Forever Better sustainability platform. As part of Circular Lab, PUMA announced the RE:SUEDE  program last year, which tests, whether the company can make a biodegradable version of its iconic SUEDE sneaker.

Herzogenaurach, Germany, April 8, 2022
PUMA signs multi-year deal with Brazilian Athletics Federation
Global sports company PUMA has signed a multi-year contract with the Brazilian Confederation of Athletics (CBAt) effective July 2022, that will see Brazilian athletic teams in PUMA apparel for the first time at the World Athletics Championships in Oregon, USA, this summer. The partnership includes sponsoring 24 adult and youth teams, including male and female athletes.

“We are very proud to partner up with the Brazilian Confederation of Athletics, which is the first time ever that PUMA sponsors a Brazilian national sports team, so it will be a landmark.” said Fabio Kadow, Marketing Director PUMA Brazil. “Their successful track record in world class athletics, with 19 Olympic medals, makes this partnership a perfect fit for PUMA.”

"Partnering with PUMA is a huge responsibility for us and a source of great pride”, said Wlamir Motta Campos, CBAt´s president. “I'm sure the athletics community will embrace PUMA, because we're talking about a product of excellence, a fantastic technology that will help the performance of our athletes."

PUMA has a long and rich history in Track & Field, having sponsored the Jamaica Athletics Administrative Association since 2002. The brand also kits out several national federations including Cuba, Bahamas, Trinidad and Tobago, Grenada, Dominican Republic, Norway, Switzerland, Portugal and South Africa. Individual PUMA sponsored athletes include World Champion 400m hurdler Karsten Warholm, pole vault star Armand "Mondo" Duplantis, triple Olympic medalist Andre De Grasse, long distance runner and Olympic medalist Molly Seidel, and triple jumpers Patricia Marmona and Will Claye.

Herzogenaurach, Germany, April 20, 2021
PUMA supports Olympafrica to bring sports to children around the continent
Sports company PUMA and the Association of National Olympic Committees of Africa (ANOCA) will jointly support Olympafrica, a program which helps African children and young people participate in sports, by providing footwear, apparel and accessories necessary for their development.

The agreement between the President of ANOCA and IOC member, Mustapha Berraf and the CEO of PUMA Bjørn Gulden includes providing products to young sports talents from the 50 centers of the Olympafrica foundation across the African continent.

„Sport is very important for the development of children. PUMA is a big fan of the African continent and we are proud to support Olympafrica and this program,“ said Bjørn Gulden, CEO of PUMA.

Founded in 1988, Olympafrica aims to bring the Olympic spirit to developing countries and offer a large range of sports and social activities for the benefit of communities in Africa, especially its young population. Through the power of sports, Olympafrica’s programs also have a positive impact on education, health, and economic and environmental sustainability.

“We are very glad that PUMA has decided to partner with us, to bring the values of sports to African children,” said Mustapha Berraf, IOC Member and President of ANOCA. “PUMA has many strong partnerships with teams and athletes across Africa, and it is great that we are now also a part of this.”

Herzogenaurach, Germany, April 21, 2022
TRACK & FIELD MEETS CHESS IN NORWAY. PUMA AMBASSADORS KARSTEN WARHOLM AND MAGNUS CARLSEN TALK ABOUT ENJOYING THEIR SPORTS AND BEING COMPETITIVE

PUMA ambassadors and World Champions Karsten Warholm and Magnus Carlsen challenge themselves by entering each other’s worlds. In an interview with sports company PUMA, the Norwegian athletes speak about how they started training and competing in Track & Field and Chess, pointing out the importance of having fun while doing sport.

“It all starts with just having fun with whatever it is that you have an offer to go to”, Karsten says. “For me, it was all about meeting up with friends. That's what made me always come back”. Magnus also reflects on his experience, “I started specializing immediately when I was eight years old, but I didn't think about it that way. I would do chess all the time, not because somebody told me to, but because I loved it.”

The World Chess Champion Magnus Carlsen and the 400m hurdles Olympic Champion Karsten Warholm discuss competitiveness and how they reached the highest level in their disciplines. “I think at some point you start competing against yourself”, Magnus says. “If I win a game and I didn’t perform well, I'm not going to be happy.”

“Somebody just enjoys winning and somebody just hates losing. When I win, that is somehow what I expect of myself. I think if you're not competitive, you are not able to make it on the highest level,”Karsten explained.

Since both achieved great goals in their sports, they speak about the best moment in their careers. Karsten has no doubts: Tokyo 2021 and his World Record at the Olympic Games. For Magnus, the Norwegian Chess Championship (under 11) in 2000 is something that he will never forget, because it was the first time he was ever the best.

Karsten and Magnus share the same Norwegian roots and they agree on why they feel that being part of the PUMA family is the best fit for them.

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Herzogenaurach, Germany, April 21, 2022
Wear, return, biodegrade: PUMA RE:SUEDE Experiment starts with distribution of 500 pairs
Sports company PUMA has started to distribute 500 pairs of its experimental RE:SUEDE sneaker to participants in Germany after recording strong interest for this biodegradability project.

With the RE:SUEDE experiment, PUMA will test whether it can make a biodegradable version of its most iconic shoe, the SUEDE. The participants will wear the RE:SUEDE for half a year before returning their pairs to PUMA. The company will then send the worn RE:SUEDES to industrial composting experts Ortessa in the Netherlands, who will analyze whether the sneakers can biodegrade in a controlled, industrial setting.

“We are excited that we received many times more requests for the RE:SUEDE experiment than we had pairs available, which shows that there is a large interest in sustainability topics,” said Heiko Desens, Global Creative Director at PUMA. “As part of the experiment, we will also gather feedback from participants about the comfort and durability of the sneakers, which will help us design future versions of the shoe, if the experiment is successful.”

PUMA’s global brand ambassadors, such as model, actress and activist Cara Delevingne, will also test the RE:SUEDE as part of this project.

The RE:SUEDE is made with materials such as Zeology tanned suede, biodegradable TPE and hemp fibers. Compared to other biodegradable materials that were evaluated by PUMA, these materials also ensure better comfort for the wearer.

The RE:SUEDE experiment is the first project to launch as part of PUMA’s “Circular Lab”, an innovation hub, which brings together PUMA’s sustainability and design experts who work on circularity programs. The recently announced RE:JERSEY project, in which PUMA pilots an innovative garment-to-garment recycling process, is also a part of “Circular Lab”.

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