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.

The young Floridian first grabbed headlines in July 2023, when he raced to a 100-meter victory in 10.08 seconds at the USA Track & Field U-20 Outdoor National Championships at Hayward Field in Eugene, Oregon, recording the fourth-fastest American high school 100-meter time on record. 

In April 2024, Miller continued his electrifying form, running a 100-meter personal best of 9.93 seconds at only 17 years old. His sub-10 second PB was a new Under-18 world record, an American Under-20 record and the third fastest time ever by an Under-20.

“Christian is without doubt the most exciting male sprint prospect we have seen in a long time, and he is already making history on the track by setting junior records,” said Pascal Rolling, Director Sports Marketing at PUMA. “His performances are well beyond his years, and his decision to turn professional speaks volumes about his character. We are ecstatic to have him join the PUMA family.” 

Charles Leclerc has continued to showcase his exceptional talent and skill, solidifying his position as one of the top drivers in Formula 1. Leclerc has demonstrated his exceptional qualifying prowess and raw speed, with three pole positions this season. His most memorable achievements came with two prestigious victories—first at the iconic Monaco Grand Prix, his home race, where he thrilled local fans with a dominant win, and later at Monza, where he conquered the famed “Temple of Speed” in front of the passionate Tifosi. 

The strategic partnership aims to drive awareness for the brand, connecting with fans of both motorsport and fashion, and reinforcing PUMA’s impact in these spaces. The collaboration will spotlight Leclerc in a range of high-profile PUMA collections, with a particular emphasis on the PUMA Motorsport for Scuderia Ferrari collections, across various global channels.

“We are more than excited to welcome Charles to the PUMA family. His unique blend of being a professional athlete in Formula One and a fashion enthusiast off the track makes him a perfect fit for our brand. Charles will not only serve as a motorsport ambassador but he will also play a vital role in various projects and initiatives that extend beyond the racetrack. There are a lot of exciting projects in the pipeline, and we can't wait to continue shaping our motorsport legacy together with Charles.” said Arne Freundt, CEO of PUMA.

With this collaboration, PUMA and Charles will jointly highlight the brand’s ability to blend high-performance functionality with innovative designs, appeling to a wide audience that ranges from trackside fans to those who embrace streetstyle.

For Charles, the partnership is more than a sponsorship—it’s a convergence of values and vision. 

This authentic and genuine match between PUMA and Charles Leclerc is grounded in shared values, a mutual passion for pushing the boundaries, and a desire to inspire. Together, PUMA and Charles Leclerc are ready to drive new levels of excitement, awareness, and influence across motorsport and beyond—making this collaboration a natural fit and a powerful alliance for the future.

In response to growing consumer demand for greater transparency from the fashion industry, PUMA launches #KnowYourStuff, an educational content series which delves into one of today’s most debated fashion topics - leather vs vegan leather – and the environmental impact of both.

Created in collaboration with Aishwarya Sharma, one of PUMA’s ‘Voices’ and Global Goals Ambassador, #KnowYourStuff translates the complexities and progressions around the use of leather and its alternatives. Available to view on PUMA YouTube and Aishwarya’s Instagram platform from today, the seven episode story will roll out over the next two weeks.  

"By openly discussing the complexities of the materials used in our products, like leather and its alternatives, we hope to foster a more informed and balanced conversation about sustainable clothing and footwear choices, which is essential for driving positive change,”  said Anne-Laure Descours, Chief Sourcing Officer at PUMA. “The #KnowYourStuff series is a testament to our commitment of transparency and our promise made during our Conference of the People event to include the next generation as part of these important discussions." 

#KnowYourStuff forms part of PUMA’s commitment and actions for greater transparency in sustainability, in which Aishwarya is one of four Voices of a RE:GENERATION enlisted by PUMA to help translate sustainability in a way that engages the next generation.  

reports back on her fact-finding mission, encouraging audiences to #KnowYourStuff. Along her journey, Aishwarya navigates different perspectives surrounding leather with guests, including leading PUMA stakeholders and PETA (People for the Ethical Treatment of Animals). Key conversations include animal welfare and the use of leather as a byproduct of the beef industry, cattle farming and concerns around deforestation, the leather tanning process, new material innovations and industry challenges.

While PUMA has a long history with leather, dating back to the 1950s, today, leather accounts for only approximately 4% of its footwear materials. PUMA’s 10For25 targets include sourcing 100% leather from certified sources and today the brand works with third parties, such as Leather Working Group, to ensure all leather is sourced from certified tanneries. Additionally, PUMA consults animal protection organisations on a regular basis to review its animal welfare policy and actions.  

Watch the first episode of #KnowYourStuff below or visit our webpage.

Hosted in collaboration between PUMA, Red Bull and Weltklasse Zürich, the two track stars will clash at the legendary Letzigrund Stadium on Wednesday 4 September, ahead of the Weltklasse Zürich Diamond League meeting the following day. The event marks the culmination of a long-standing back-and-forth between the two iconic athletes, which has been simmering since July 2023.

A short clip shared on social media last summer, in which the pair discuss the prospect of racing one another, had sports fans across the globe fizzing with excitement; now that tantalising prospect is to become a reality as the two stars battle it out over the definitive sprint distance to see which one really is the fastest.

Warholm is the reigning 400-meter hurdles world record holder, an Olympic gold and silver medalist and three-time world champion, whilst Duplantis is the newly-crowned double Olympic champion and has broken the pole vault world record a staggering nine times.

Despite the two superstars competing in different events, their respective personal bests in the 100-meters are not so far apart. Warholm recorded 10.49 seconds back in 2017 whilst Duplantis clocked a 10.57 as a high school senior just a year later – making the contest incredibly tough to call, and all the more exciting for spectators who are set for an incredible night of action.

Tickets will go on sale at 09:00 (CET) on Wednesday 14 August via weltklassezuerich.ch/special

The event, hosted in collaboration between PUMA, Red Bull and Weltklasse Zürich, marked the culmination of a long-standing back-and-forth between two iconic athletes, which had been simmering since July 2023. Duplantis’ victory means Warholm will wear his opponent’s Swedish Athletics Association kit at tomorrow’s Weltklasse Zürich Diamond League meet as part of a friendly wager between two of track and field’s biggest global stars. 

Speaking after winning the race, Duplantis said: “I knew it, I believed in it. Don’t play with me. That’s the only thing that’s really on my mind right now. I believed, I just had to wake everybody else up.”

Commenting on the result of the race, Warholm said: “For myself, it wasn’t a great race. But I gave it all that I had. Mondo was surprisingly good, so I‘ve got to give it to him. He was a real fighter there, he got out the blocks fast and I never got to catch up, so that’s how it goes. But it was very good and I’m proud that we put on such an event. It was great.”

The race transpired after a short clip shared on social media last summer, in which the pair discussed the prospect of racing one another, had sports fans across the globe fizzing with excitement. Tonight, the intriguing prospect became a reality as two of track and field’s biggest global stars finally got to see who is fastest.

Markus Neubrand most recently held the position of Chief Financial Officer at GUESS? Inc. Previously, he served as Group Chief Financial Officer for the luxury fashion brand MCM Worldwide. Prior to that, he was Chief Operating and Chief Financial Officer at premium fashion company HUGO BOSS for its key region Americas. 
At PUMA, Markus will oversee Finance, Investor Relations, Legal, IT and Business Solutions.

“We are excited to welcome Markus to PUMA. He is an experienced finance executive with significant operational, financial planning and capital markets expertise. With his strong knowledge of the industry and people-first approach, Markus is a great fit for the PUMA Family and I am excited to start working with him to write our next chapter of sustainable growth based on brand elevation,” said Arne Freundt, CEO of PUMA. “I would like to thank Hubert for all of his achievements at PUMA. With his great commitment and dedication to the brand and PUMA family, he has contributed to our success over the past 20 years. I wish him all the best for his professional and personal future.”

PUMA and Hubert Hinterseher have mutually agreed that he will step down as CFO on September 30, 2024, and will leave the company on December 31, 2024, after a successful and smooth transition of his duties to his successor.

“I would like to thank Hubert for his efforts and contribution to the company’s success,” said Héloïse Temple-Boyer, Chair of the Supervisory Board.

Starting October 1, 2024, PUMA’s Management Board will consist of Arne Freundt (CEO), Markus Neubrand (CFO), Maria Valdes (CPO), and Anne-Laure Descours (CSO). 
 

Herzogenaurach, August 28, 2024 – Sports company PUMA has appointed Indrajeet Sen (38) as Senior Vice President PUMA Group Sourcing, taking over the operational responsibilities of the Chief Sourcing Officer role. PUMA’s Chief Sourcing Officer Anne-Laure Descours has decided not to extend her board contract and support the company as an external advisor in the field of sustainability.

In his new position, Indy will oversee the global sourcing and development of footwear, apparel, and accessories, as well as operations and sustainability, reporting directly to PUMA Chief Product Officer Maria Valdes. He will be based in Xiamen, China. Indy has been with PUMA since 2016, most recently working as Vice President of Sourcing and Development Footwear. Before joining PUMA, he worked as Global Quality Manager for German footwear retailer Deichmann.

“Indy has been instrumental to our success in Footwear,” said Arne Freundt, CEO of PUMA. “He has excelled in various key roles such as adeptly managing the challenges of the COVID pandemic, diversifying our supply chain, and driving exceptional operational efficiency. Indy’s forward-thinking approach, people-first mindset, and relentless dedication of continuously challenging the status quo make him the ideal leader to spearhead our next phase of growth. I would like to thank Anne-Laure for her outstanding contributions she has made to PUMA’s business over the past years, especially when it comes to successfully establishing and executing PUMA’s sustainability strategy, which earned PUMA international recognition and awards in this space. I look forward to continuing to work with her as our external advisor in the field of sustainability”

Anne-Laure Descours has decided after more than 12 years with PUMA that she will not extend her services as a Board Member of PUMA SE. After more than 35 years in the industry, she intends to dedicate more time to her personal interests and continue her professional focus in the fields of sustainability. In this capacity, she will continue to support PUMA as external advisor and sustainability consultant to ensure continuity and a seamless transition.

With Anne-Laure’s departure at the end of 2024, the number of members of the management board will be reduced from four to three. The board will consist of Arne Freundt, CEO, Hubert Hinterseher, Chief Financial Officer and Maria Valdes, Chief Product Officer. 

The FT awarded the best scores to businesses which achieved the greatest reduction in their direct greenhouse gas emissions and indirect emissions from purchased energy (Scope 1 and 2). It gave more points to those companies which also reported on their indirect emissions from the supply chain (Scope 3) and which worked with external organisations such as CDP and the Science Based Targets Initiative.

“We are humbled to be recognized in this prestigious ranking and I want to thank our team of experts for the hard work they put in around the world to make this possible”, said Anne-Laure Descours, Chief Sourcing Officer at PUMA. “There is still a long way ahead of us in reducing our emissions, especially in the supply chain, where most of our greenhouse gas emissions occur. This will require a concerted effort by all stakeholders.”

PUMA has been included on the Europe’s Climate Leaders ranking since its inception in 2021, but this year, PUMA climbed to its best position of eighth place among all companies analysed.

In 2023, PUMA achieved its prior climate goals seven years early and established new greenhouse gas reduction targets, which were approved by the Science-Based Target initiative (SBTi). By 2030, PUMA aims to lower its Scope 1 and 2 greenhouse gas emissions by 90% and its Scope 3 emissions by 33% from a 2017 baseline.

PUMA was able to make significant progress in reducing its greenhouse gas emissions as its core suppliers doubled their use of renewable energy in 2023 compared to the previous year and the company increasingly used materials with a smaller carbon footprint in its products. PUMA also made use of low carbon shipment tariffs as well as renewable electricity or renewable energy certificates at its own operations and it invested in electric vehicles in its car fleet.

Johan, who has been with PUMA since 2015, has held various positions in the company including Head of Corporate Strategy and Investor Relations. Most recently, he worked as Managing Director EEMEA Distribution, where he oversaw more than 40 Markets in Eastern Europe, the Middle East and Africa

Taner Seyis (47), who was previously in charge of PUMA Middle East, including the GCC countries, will now lead the newly founded area Turkey & Levant. This area includes Turkey, Azerbaijan, Jordan, Lebanon and Iraq. Taner, who has worked for PUMA for nine years, will continue to report to CEO Arne Freundt.

“Given our strong growth trajectory and growth ambition in the Middle East, we decided to realign the territories and management responsibilities to ensure we have sufficient focus and resources to realize the potential in each market and provide the best service to our retail partners,” said PUMA CEO Arne Freundt. “Johan has shown an impressive track record, rapidly growing our business in EEMEA Distribution while strengthening our brand, operations and strategy. Taner has built up our credibility in the Middle East with successful new partnerships and established a strong foundation, so I’m confident, we have the right people in place to elevate our brand in these important regions.”

Peter Dangl (37) will become Director EEMEA Distribution and succeed Johan Kuhlo. Peter has been with PUMA for 15 years and previously worked as Head of Product Line Management Sportstyle Apparel before becoming Director Sales EEMEA Distribution.