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Paris, July 27th, 2024

PUMA House Opens in Paris for Summer Celebration

Global sports company PUMA is thrilled to announce the grand opening of the PUMA House in Paris. On that day, PUMA Icons, such as Linford Christie, Tommie Smith, Robert Pires, and Colin Jackson, joined Arne Freundt, CEO, and Tiara Williams, host of the PUMA House and broadcaster.

For the next 17 days, PUMA House will serve as the epicenter for all things PUMA, offering a dedicated space for athletes, partners, and invited guests to come together to relax, celebrate, and immerse themselves in an electrifying atmosphere.

PUMA House is strategically located at MOB House, just a stone’s throw away from the iconic Stade de France, providing easy access for athletes and guests. This prime location is equipped with all the facilities necessary to create a memorable experience, boasting a basketball court, football pitch and swimming pool for guests to enjoy and channel their competitive spirit. In addition, the outside area has been transformed into the ultimate viewing experience, with a huge screen available to ensure guests don’t miss a second of the action, as well as a giant stopwatch on standby for capturing any iconic performances.

The standout feature, however, of PUMA House is the NITRO LAB, an interactive space where visitors can explore PUMA’s latest innovations and technological advancements. This cutting-edge exhibit demonstrates PUMA’s commitment to pushing the boundaries of sports performance and design.

For a 17-day period, PUMA House will host a variety of events and activities, including press conferences, where media can engage with PUMA athletes. Of course, no celebration would be complete without medal celebration parties, where athletes and guests can revel in their successes and create lasting memories.

PUMA’s legacy is built on speed and innovation, qualities that empower athletes to break barriers, set records, and achieve their personal bests. The brand’s new motto, “FOREVER. FASTER. - See The Game Like We Do” resonates throughout PUMA House, inspiring everyone who walks through its doors.

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Herzogenaurach, July 19th, 2024

Jackson, Mahuchikh, Warholm, Duplantis, Streng: PUMA reveals its new chapter of the brand campaign and continues celebrating sports

Global sports company PUMA has launched the third chapter of its first worldwide brand campaign in 10 years “FOREVER. FASTER. - See The Game Like We Do”. New chapter is fully dedicated to its ambassadors in athletics, such as Shericka Jackson, Karsten Warholm, Mondo Duplantis, Felix Streng, and Yaroslava Mahuchikh.

PUMA is continuing to celebrate an exciting summer of sport by showcasing its elite track and field athletes. These sprinters, high jumpers, and pole vaulters show the true essence of speed and resilience. Their dedication and passion for excellence mirror PUMA’s own commitment to redefining sports and sports culture. For them, and for PUMA, the passion for speed is simply universal. It allows us to see sports and sports culture differently and ultimately win in a way only the fastest can. In a way only PUMA can.

“At the core of the See The Game Like We Do campaign is transcendent performance, unlocked by speed. Working closely with the PUMA track and field athletes in production of the spot, we saw this incredible drive to go faster and see their games different. On the world’s largest stage, we cannot wait for them to show the world their superpowers”, said Max Pollack, co-founder & managing partner of MATTE Projects, a partner agency for this brand campaign.

Starting from July 27th, PUMA will open a PUMA House in Paris for 17 days, which will act as the Home of the Brand where it will highlight athlete performances and achievements during this period. The PUMA House is a private venue and will not be open for public, but it will serve athletes and partners needs.

“The PUMA House, is conveniently located and offers all the amenities athletes and partners need, a home away from home for our partners” said Richard Teyssier, Vice President of Brand and Marketing. “We have a full entertainment program, including press conferences, meet-and-greets with PUMA icons, and most importantly, celebration parties, which we are looking forward to.”

“FOREVER. FASTER. - See The Game Like We Do”, athletics chapter launches on July 19th, and will be communicated across the entire media mix, such as social media, TV, PR, Out Of Home and Points of Sale worldwide.

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HERZOGENAURACH, GERMANY, 16 July, 2024

Millions of PUMA football jerseys made with recycled textile waste

Global sports company PUMA has scaled up its textile-to-textile recycling innovation RE:FIBRE, creating millions of replica football jerseys with a minimum of 75% recycled textile waste and other waste material. For the first time, from the start of the 24/25 season, PUMA football replica jerseys* (featuring 35 Clubs), including those for the Euro and Copa América tournaments, are made from RE:FIBRE.

The upscaling builds on the 46,000 RE:FIBRE jerseys produced in 2023 and seeks to not only reduce textile waste, but also to create less reliance on plastic bottles to produce recycled polyester products. To make the upscaling possible, PUMA is exploring diversified ways to recycle polyester – such as thermo-mechanical and chemical recycling techniques enabling PUMA to significantly increase its capacity to recycle textile waste.

“RE:FIBRE gives football fans a tangible example of how PUMA is working towards creating a Forever Better,” said Anne-Laure Descours, Chief Sourcing Officer at PUMA. “Our wish is to have 100% of our polyester products created from textile waste. Rethinking how we produce and moving towards a more circular business model is important and RE: FIBRE is central to that.”

To celebrate this milestone, PUMA will hold a weekend of activities in the New York flagship store, timed to coincide with the launch of the AC Milan and Manchester City home replica kits and ahead of the two PUMA football teams playing in New York City. Fans of PUMA, AC Milan and Manchester City are welcome to get involved and celebrate PUMA’s RE:FIBRE journey in store.

Saturday 20th July 2024
One hundred limited edition badges upcycled from match worn jerseys by Jack Grealish and Christian Pulisic will be up for grabs in-store. The badges have been designed by US upcycler and PUMA Voice of a RE:Generation Andrew Burgess, to commemorate the expansion of PUMA RE:FIBRE.

Sunday 21st July
Andrew Burgess will host three upcycling workshops to educate fashion-curious consumers on the techniques for customising and upcycling clothing to extend their lifespan. Leaning into the crossover between sport and fashion, consumers will have the chance to take a RE:FIBRE t-shirt and turn it into a sportstyle inspired garment.

More information on this can be found here.

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Herzogenaurach, 10 July, 2024

PUMA named among “World’s Most Sustainable Companies” by TIME

Sports Company PUMA has been named in the “World’s Most Sustainable Companies” ranking by US news magazine TIME and Statista, which takes into account a company’s most important environmental data as well as its transparency and the assessment by external organizations.

PUMA was the best-ranked company in the Apparel, Footwear & Sporting Goods sector, scoring 73.02 out of 100 possible points.

“Being ranked among the most sustainable companies by such a prestigious publication is a great recognition of our FOREVER. BETTER. sustainability strategy, for which we achieved important milestones last year,” said Anne-Laure Descours, Chief Sourcing Officer at PUMA. “We will take this as an incentive to work even harder and continue to reduce our environmental footprint.”

PUMA has set itself 10 targets across different areas including climate, circularity and human rights. The company already reached two of these targets ahead of its 2025 schedule, including its Plastics and the Oceans target by eliminating plastic carrier bags from its owned and operated stores and through researching biodegradable plastic options. It also met its Human Rights target by training more than 220,000 factory workers on women’s empowerment and completely mapping human rights risks at its subcontractors and Tier 2 suppliers.

Earlier this year, PUMA announced that it had reached its science-based CO2 reduction target seven years ahead of schedule and set a new, more ambitious climate target in line with what scientists say is necessary for global temperature increases to remain below 1.5 degrees Celsius.

PUMA has focused on introducing renewable electricity at its core suppliers, using product-materials that are less carbon intensive, opting for low-carbon shipping tariffs and investing in electric vehicles in its car fleet. For its owned and operated buildings, PUMA buys renewable energy tariffs and renewable energy attribute certificates. This month, the company opened a large PV installation at its global headquarters in Herzogenaurach, Germany, which will cover a fifth of the building’s electricity needs.

The choice of materials used in PUMA’s products is also an integral part of its sustainability strategy. In 2023, the company produced eight out of ten PUMA products with a significant part of recycled and certified materials such as recycled polyester.

For more information about PUMA’s sustainability strategy visit foreverbetter.com.

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Herzogenaurach, 26 June, 2024

PUMA appoints Erik Janshen as Vice President Direct-to-Consumer

Sports company PUMA has appointed Erik Janshen (46) to lead its worldwide Direct-to-Consumer (DTC) business, which includes PUMA’s owned and operated stores, the website puma.com and several online marketplaces.

Erik, a German national, has more than 10 years of experience in leadership positions in digital sales and the DTC business, most recently as the SVP of Digital Sales for Tommy Hilfiger and Calvin Klein at PVH Corp.

Improving the quality of its distribution is one of PUMA’s strategic priorities and seamlessly connecting consumers with the company’s products and initiatives both online and offline is an important aspect of this.

“We are incredibly fortunate to have Erik join the PUMAFamily, and I am confident that his leadership will drive us towards our ambitious goals to elevate our DTC consumer experience to drive further brand heat,” said PUMA CEO Arne Freundt. “His innovative approach and passion for consumer-centric strategies will undoubtedly be an asset for our DTC business.”

Erik replaces Karthik Balagopalan, who was appointed as Managing Director of PUMA India last year and has been leading PUMA’s DTC business on an interim basis since then.

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Herzogenaurach, June 13, 2024

PUMA to become main sponsor of CSD Nürnberg Pride for the next three years

Sports company PUMA will be the main sponsor of Christopher Street Day Nürnberg e.V. (CSD) for the next three years, an organization that campaigns for the rights of the queer community in the metropolitan area of Nuremberg.

PUMA will accompany CSD Nürnberg at a variety of events during the Nürnberg Pride weeks this July and August and will be present with its own information booth and a parade float. PUMA has supported the organization for the fifth year in a row and has now reiterated its commitment with a multi-year contract as the main sponsor.

As part of its Pride Month celebrations, the company has organized various activities for its employees in the coming weeks. In addition to trainings on communication and bias, the event programme will include a karaoke evening hosted by renowned drag queen Danny Ma Fanny and a movie night. Staying true to its corporate value ‘Be You’, inclusion and diversity play an important role in PUMA’s corporate culture and the company promotes a respectful and supportive culture in which everyone can reach their full potential.

“At PUMA, we strongly believe that diversity is the key to innovation, creativity and success,” says Stefanie Decker, Senior Director People & Organization at PUMA. “We actively work to create an inclusive environment in which everyone feels valued and respected. We are excited to be able to share these values with the CSD Nürnberg Pride.”

As a symbol of this diversity, the facade of company’s headquarters will be illuminated in rainbow colours, while the campus will be decorated with rainbow flags throughout the entire month.

The company is also committed to promoting inclusion in other countries. In the US, PUMA has worked with the ‘Trevor Project’ for several years. This organization is committed to suicide prevention among LGBTQ+ young people. In Spain, PUMA collaborates with the inclusive sports clubs ‘Madrid Titanes Club de Rugby’ and the ‘Panteres Grogues’ in Barcelona.

PUMA’s commitment to diversity and inclusion has been recognized several times. In 2024, the Financial Times named PUMA a ‘Leader in Diversity’ for the fifth time in a row and the company was included in the UHLALA Group’s Pride Index at the end of 2023.

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Herzogenaurach, June 12th, 2024

PUMA CONTINUES ITS BIGGEST MARKETING PUSH WITH EURO AND COPA SPIN-OFFS

Global sports company PUMA has launched the second chapter of its first worldwide brand campaign in 10 years “FOREVER. FASTER. - See The Game Like We Do”. New chapter is fully dedicated to the UEFA Euro 2024 and the 2024 Copa América.

This summer PUMA starts with two spin-offs of its globally featured brand campaign, where the company tells the story around its best in class football athletes. As speed has always been PUMA’s vantage point, the new chapter shows how speed is important in football and beyond. When players are on the pitch, they have only a second to make a decision and react. This passion for speed is simply universal. “See The Game Like We Do: FOREVER. FASTER.” means to see sports and sports culture differently and ultimately win in a way only the fastest can. In a way only PUMA can.

“We are dedicated to enhancing our brand's presence through a comprehensive media strategy that blends traditional channels with innovative technologies to engage our consumers. Our efforts will specifically emphasize social media, leveraging our team of ambassadors and influencers. Additionally, we will explore new mechanisms to create exciting experiences,” said Richard Teyssier, Vice President Brand and Marketing.

Max Pollack, co-founder & managing partner of MATTE Projects, a partner agency for this brand campaign, said, “Working with PUMA to redefine their powerful brand promise "Forever. Faster." has been a defining experience for MATTE. We are honored to collaborate with such a trusting and forward thinking partner, and especially with their leadership as we shape this new platform together. Game changers win by seeing the game differently. This is something that we believe to our very core, and we’re excited to see PUMA fully embrace this ethos to win the year of sport.”

“FOREVER. FASTER. - See The Game Like We Do”, EURO and COPA spin-offs launch on June 6th, and will be communicated across the entire media mix, such as social media, TV, PR, Out Of Home and Points of Sale worldwide. Two movies and supporting creative assets feature Antoine Griezmann, Christian Pulisic, Javier “Chicharito” Hernández, Kai Havertz, Memphis Depay, Neymar Jr., and Sergio Aguero. Later this year, PUMA will present dedicated brand videos and creative assets for The 2024 Summer Olympics.

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Somerville, June 3, 2024

PUMA opens new distribution center in Arizona to support growth in US Market

Sports company PUMA has opened a new distribution center in Waddell, Arizona, which will support growth in the crucial US Market, one of the company’s strategic priorities.

The warehouse, which will process orders from wholesale partners and PUMA’s golf subsidiary Cobra, will complement PUMA’s existing distribution centers in Torrance, California and Whitestown, Indiana.

“We are very proud to have opened this new, state-of the art distribution center in Waddell, Arizona,” said Bob Philion, president at PUMA North America. “With this project, we have further optimized our logistics footprint in the United States to speed up delivery times and better serve our customers, embodying our mantra of ‘Forever. Faster.’ as we strive to win in this important market.”

The distribution center has an area of 1.2 million square feet (~110,000 square meters) and features a high level of automation with 3.5 miles (5 kilometers) of conveyor, automatic retrieval and storage robots and a new cubing process to optimize packaging for customers.

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Herzogenaurach, May 23, 2024

Harsh Saini and Roland Krüger join Supervisory Board of PUMA SE

The annual general shareholders meeting of PUMA SE has elected Ms. Harsh Saini (61) and Mr. Roland Krüger (58) to be independent members of the Supervisory Board of the sports company for a period of three years.

Following the departure of long-term Supervisory Board member Thore Ohlsson and the appointment of the two new members, the size of the Supervisory Board has increased from six to seven members.

“Welcoming Harsh and Roland to the Supervisory Board will help PUMA to develop further by expanding the overall expertise of our Supervisory Board and further professionalizing its work,“ said Héloïse Temple-Boyer, Chair of the Supervisory Board of PUMA SE. “Both Harsh and Roland are excellent professionals, who will enrich the work of our board.”

“I am glad that we have been able to appoint such experienced leaders as Harsh and Roland to our Supervisory Board,” said PUMA CEO Arne Freundt. “Their vast knowledge will be an asset to our company, and I look forward to hearing their valuable perspectives on our business and working with them.”

Harsh Saini, a British citizen, is a sustainability expert. She has worked for brands like the Body Shop, Nike and the Fung Group where she implemented global sustainability strategies and shaped their commitment to ethical practices, sustainable development and corporate social responsibility.

Roland Krüger, a German citizen, is an expert in the field of retail management, marketing, and digitalization. He is currently a member of the Board of Directors of Dyson Holdings, having previously been Global CEO of Dyson, which is a technology company designing and manufacturing household appliances. He also has held various leadership positions in the automotive sector.

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Herzogenaurach, May 15, 2024

PUMA appoints Bas van den Bemt as Managing Director Central Europe

Sports company PUMA has appointed Bas van den Bemt (51) as its new Managing Director Central Europe, starting July 1, 2024. In his new role, Bas will oversee PUMA’s business in the DACH and Benelux regions and report to Javier Ortega, Managing Director Europe.

Bas, a Dutch national, has been with PUMA since 2009 in various management and sales positions. He oversaw PUMA’s Benelux business for more than eight years and most recently worked as the Managing Director of PUMA UK and Ireland. He will be based at PUMA’s headquarters in Herzogenaurach.

Lucynda Davies (47) will take over Bas’s role as Managing Director of PUMA UK and Ireland. She has more than twenty years of experience in the sports industry and joins PUMA from JD Sports, where she has been working as the Chief Brand Relationship Officer. She will also report to Javier.

In Central Europe, Bas replaces Nina Graf-Vlachy, who decided to pursue opportunities outside of the company.

“As the Managing Director of the UK and Ireland and Head of PUMA Benelux, Bas has done a great job of finding innovative ways to elevate the PUMA brand, working closely with our wholesale partners and connecting with our consumers,” said Javier Ortega, Managing Director Europe. “I’m also excited to welcome Lucynda, who, given her vast industry experience, is the ideal candidate to lead our UK & Ireland business. At the same time, I would like to thank Nina for her energy, dedication and commitment over the past ten years and I wish her all the best for her future.”

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Herzogenaurach, 08 May 2024

PUMA delivers Q1 results fully in line with expectations

Key developments Q1 2024

Currency-adjusted (ca) sales increase by 0.5% to € 2,102 million, reflecting a negative currency impact of approximately € 100 million (-3.9% reported)
Gross profit margin improves by 100 basis points to 47.5% despite major currency headwinds
Operating expenses (OPEX) decrease by 0.4% to € 845 million
Operating result (EBIT) declines by 9.4% to € 159 million, mainly due to negative currency effects on sales, gross profit margin and OPEX ratio
2024 Outlook confirmed: currency-adjusted sales growth at mid-single-digit percentage rate and EBIT in a range between € 620 million and € 700 million
PUMA launches first global brand campaign in 10 years

Arne Freundt, Chief Executive Officer of PUMA SE:

“We delivered our first quarter results fully in line with expectations. While the market continues to be volatile, we delivered growth and gross profit margin improvement despite significant currency headwinds and high prior year comparables. Our retail partners are still working through elevated stock levels, but as our sell-through was higher than our sell-ins, we jointly improved the inventory levels in the wholesale channel. We expect that we will improve sell-in in course of Q2. Our double-digit growth in DTC with fewer discounts confirms the continued strong demand for the brand and thus continued good sell-through.

Our strong momentum in performance categories driven by exciting innovations and newness is ongoing and we are further growing our market shares. For our Sportstyle category, 2024 is a transition year to build the future success in the elevated distribution. Our go-to-market and demand creation processes are starting to improve and are crucial as a foundation for the success in Sportstyle. We already see that sales of our trending terrace and skate styles Palermo and Suede XL are accelerating month over month and we are very excited to launch our vintage running franchise Easy Rider and low profile shoes Mostro, Speedcat and Inhale this year. With our good order book for the second half of the year and the great start of our brand campaign, I feel very confident about our sequential quarter-over-quarter improvement in 2024.

We are focusing our efforts on building the foundation for the next chapter of growth based on increased brand desirability. The launch of our first brand campaign in a decade was an important first step and the first results came in above our expectations. I could not imagine a better year than the 2024 Year of Sport to advance PUMA’s brand elevation journey. We are looking forward to celebrating this summer’s events with our employees, consumers, retail partners and brand ambassadors.”

First Quarter 2024

Sales increased by 0.5% (ca) to € 2,102.3 million from a strong quarter in the previous year (Q1 2023 grew +14.4% ca and reported). Currencies have continued to be a major headwind since Q2 2023, negatively impacting sales in euro terms by approximately € 100 million in Q1 2024 (-3.9% reported).

The Americas region recorded positive sales growth for the first time in four quarters, growing by 1.0% (ca) to € 790.0 million, with the U.S. showing a sequential improvement. Sales in the Asia/Pacific region increased by 0.6% (ca) to € 456.6 million, driven by continued growth in Greater China. In the EMEA region, sales were flat (ca) at € 855.7 million, with Europe coming in better than expected.

PUMA's wholesale business declined by 2.9% (ca) to € 1,608.1 million, reflecting the continued focus on good sell-through and prudent sell-in to improve inventory levels in the market. Our Direct-to-Consumer (DTC) business grew by 13.5% (ca) to € 494.2 million, driven by continued brand momentum and scaled back promotions. This resulted in an increased DTC share of 23.5% (Q1 2023: 21.3%), in line with expectations.

Sales in Footwear were up 3.1% (ca), largely driven by continued strong demand for our Football and other performance categories. Sales in Apparel and Accessories declined by 2.4% and 3.2% (ca) respectively.

The gross profit margin improved by 100 basis points to 47.5% (Q1 2023: 46.5%). Significant headwinds from currencies were more than offset by lower sourcing and freight costs as well as a favourable product and distribution channel mix.

Operating expenses (OPEX) decreased by 0.4% to € 845.3 million (Q1 2023: € 848.3 million). While marketing investments remained at 10% of sales, strict cost discipline in non-demand generating areas mostly offset warehouse ramp-up costs, investments in digital infrastructure and inflationary pressures. The OPEX ratio increased by 140 basis points to 40.2% (Q1 2023: 38.8%), mainly as a result of a higher DTC share and currency headwinds.

The operating result (EBIT) decreased by 9.4% to € 159.0 million (Q1 2023: € 175.5 million), mainly due to currency headwinds on sales, gross profit margin and OPEX ratio. As a result, the EBIT margin declined 50 basis points to 7.6% (Q1 2023: 8.0%).

The financial result decreased to € -26.8 million (Q1 2023: € -7.8 million) due to lower gains related to forward exchange transactions (“swap points”) and higher interest rates.

Consequently, net income decreased by 25.5% to € 87.3 million (Q1 2023: € 117.3 million) and earnings per share amounted to € 0.58 (Q1 2023: € 0.78).

Working Capital

The working capital increased by 5.4% to € 1,845.7 million (31 March 2023: € 1,751.5 million). Inventories decreased by 16.8% to € 1,785.6 million (31 March 2023: € 2,147.3 million), mainly due to the elevated comparative base of the previous year, and remain at a healthy level. Trade receivables increased by 12.2% to € 1,432.5 million (31 March 2023: € 1,276.9 million) due to timing and the regional mix. On the liabilities side, trade payables decreased by 4.7% to
€ 1,222.8 million (31 March 2023: € 1,282.7 million).

Outlook 2024

In line with our expectations, the year 2024 has started with geopolitical and macroeconomic challenges as well as currency volatility. In this environment, we continued to make further progress on our strategic priorities of brand elevation, product excellence and distribution quality, particularly in the key markets U.S. and China.

2024 is not only the year of sports, with major events such as the UEFA Euro 2024, CONMEBOL Copa América and the Olympic and Paralympic Games providing the perfect platform to showcase our strong product innovation and credibility as a performance brand. It is also the year in which PUMA has started to invest into its first global brand campaign in 10 years to sharpen its positioning as the fastest sports brand in the world.

Supported by the continued brand momentum and despite ongoing geopolitical and macroeconomic challenges, PUMA expects to achieve mid-single-digit currency-adjusted sales growth and an operating result (EBIT) in the range of € 620 million to € 700 million for the financial year 2024 (2023: € 621.6 million). We 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. Our sales growth and market share gains will take priority over short-term profitability. The exciting product newness and innovation for 2024/2025 as well as the very good feedback from retail partners and consumers give us confidence for the medium and long term success and continued growth of PUMA.

Q1 Brand & Product Update

Ongoing Momentum in Performance

PUMA launches exciting innovation with its new football boot Future 7
4th kits of Manchester City and AC Milan released and sold out in record time
PUMA launches first-ever signature lifestyle shoe LaFrancé for LaMelo Ball and third signature performance shoe for Breanna Stewart
All-Pro Nitro becomes the shoe of NXTPro Hoops, one of the leading basketball circuits in the US
Running shoe Fast-R NITRO Elite 2 recently awarded the prestigious Spanish CORREDOR award for the best new shoe of 2024
Pre-Released Deviate Elite NITRO 3 running shoes make PUMA athletes reach podium of World Marathon Majors for the first time in decades

Building Up Traction with Sportstyle Newness

Continued newness of PUMA’s terrace lead model Palermo and skate lead model Suede XL builds up further momentum
Latest FENTY x PUMA drops of Avanti Pony Hair and Creeper Phatty Earth Tone create great consumer engagement
Success of recent launches of Mostro and Speedcat confirm emerging low profile trend
A$AP Rocky’s Collection and low profile shoe Inhale create great buzz around F1 Grand Prix in Miami
Exciting product newness with Easy Rider, Speedcat, Mostro and Inhale to launch in course of this year

Making Progress in Brand Elevation

PUMA launches its first Brand Campaign in 10 years in Paris in April
Brand Campaign demonstrates that PUMA’s superpower is Speed, creating a strong emotional connection between the consumer and PUMA brand mantra FOREVER. FASTER.
Biggest media investment ever for PUMA with a 360 media mix
Brand campaign is visible worldwide and will cover the whole year 2024 with specific executions for UEFA Euro 2024, CONMEBOL Copa América, Olympics, Paralympics and NBA season start
PUMA unveils 17 Track and Field Federation Kits and its Fireglow shoe colorway for the competitions in the “Year of Sport”

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Herzogenaurach, April 22, 2024

After two-year composting experiment: PUMA makes RE:SUEDE 2.0 sneaker available for sale

Sports company PUMA will make a commercial version of its experimental RE:SUEDE sneaker, the RE:SUEDE 2.0, available for sale. PUMA showed it was able to successfully turn the RE:SUEDE into compost under tailor-made industrial conditions during a two-year pilot project.

As part of the experiment, which was successfully concluded in late 2023, PUMA produced 500 special pairs of its iconic Suede sneaker with materials selected for their ability to decompose, such as Zeology tanned Suede. Volunteers wore the RE:SUEDE for half a year before they returned them to PUMA, so the sneakers could be turned into compost at PUMA’s composting partner in a specially equipped industrial composting set up.

PUMA will now make 500 pairs of the commercial version of this shoe, the RE:SUEDE 2.0, available for sale on puma.com/eu and Zalando Plus starting April 22. The commercial version has been developed to incorporate the lessons learned during the experiment and the feedback received from the volunteers.

“RE:SUEDE 2.0 is an important step towards finding viable end of life solutions for our footwear,” said Anne-Laure Descours, PUMA Chief Sourcing Officer. “While we are excited about this progress, we will continue to innovate with our partners to determine the infrastructure needed for a scalable long-term solution, essential for achieving meaningful impact in waste reduction.”

Once the RE:SUEDE 2.0s are worn out, customers can return them for free. PUMA will then send the sneakers to its partners so they can be put through a specially equipped industrial composting process. In exchange for sending them back, customers will receive a 20% discount on their next purchase.

The RE:SUEDE project and the novel polyester recycling programme RE:FIBRE were created as part of PUMA’s “Circular Lab”, an innovation hub led by PUMA’s innovation and design experts aimed at creating the future of the company’s circularity programmes. Rethinking the way PUMA produces and moving towards a more circular business model is one of the priorities of the company’s FOREVER. BETTER. sustainability strategy over the coming years.