PUMA was founded in 1948 by Rudolf Dassler who had the vision to create shoes that make athletes agile, nimble and fast – just like a puma. Over the last 75 years, PUMA has worked with the fastest athletes, clubs and federations in the world to create cutting-edge innovations that provide sporting excellence and victories that live forever in the memories of fans across the globe. 

This year – through the globally featured Brand Campaign - PUMA is demonstrating how speed has always been deeply rooted in the brand’s DNA. Speed has always been PUMA’s vantage point. The desire to be faster and overtake others is in everyone’s nature. To go faster gives you joy and an adrenaline rush like no other. The 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. PUMA has always been able to be the first to see the next play, quick to act on its instinct, and set the pace for others to follow. This is what enables us to see the game differently, challenge conventions and create moments that will live with us forever. 

“Everyone dreams of having a superpower and speed is PUMA’s,” said Arne Freundt, CEO of PUMA. “Speed is the superpower how the greats change the game. Just like our world’s icons Mondo Duplantis, Karsten Warholm, Neymar Jr., or Breanna Stewart, we know that speed unlocks athletic performance and victory in everyone. Through our ability to bring speed to life, PUMA invites all people to break through their own limits, unlock their personal best and becoming a better version of themselves, allowing them to see the game like we do: FOREVER. FASTER.”

“Our new global brand campaign is PUMA’s biggest marketing investment ever,” said Richard Teyssier, Vice President Brand and Marketing. “It is the first time that PUMA has one single message – FOREVER. FASTER. - throughout the entire year and across all performance categories such as Football, Running, Basketball and Handball. The holistic brand message is emotional and distinctive to make sure it connects and resonates with our target consumers.” 

“FOREVER. FASTER. - See The Game Like We Do” launches on April 10 and will be communicated across the entire media mix, such as Social Media, TV, PR, Out Of Home Media and Points of Sale worldwide. It will include a hero brand film and supporting creative assets with featured top athletes, such as Antoine Griezmann, Breanna Stewart, Christian Pulisic, Felix Streng, Jack Grealish, Javier Balcazar “Chicharito”, Karsten Warholm, Kai Havertz, Lamelo Ball, Luis Suarez, Memphis Depay, Mondo Duplantis, Neymar Jr., Sergio Aguero, Shericka Jackson, Yaroslava Mahuchikh and many others. Later this year, PUMA will present dedicated brand videos and creative assets for The CONMEBOL Copa America, UEFA Euro 2024, and The 2024 Summer Olympics.

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.

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.

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.

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. 

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.

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.