herzogenaurach, germany - february 19, 2019
puma and the tetris company announce partnership that is sure to spark nostalgia

Global sports brand PUMA and The Tetris Company, Inc., today officially announced their partnership. 

This exciting collaboration will see PUMA’s latest RS silhouette, designed with one of the most recognized video game brands of all time as inspiration.

Fittingly, both brands introduced products in the 80s that are now considered cultural icons. Originally designed and programmed by Russian game designer Alexey Pajitnov in 1984, the TETRIS® game rose to fame when it was introduced on the Nintendo Game Boy in 1989. The RS (Running System) sneaker originated in 1986 as a running sneaker with the Running System technology allowing exceptional cushioning and midsole support. 

For PUMA, this enriches their ongoing stories of reinvention by partnering with influential and creative brands that push culture forward through innovation in design, style, technology, and more. Embracing the future and honoring the past, PUMA revived the RS silhouette and built it from the ground up. The result is an OG-inspired range with innovatively-designed and remixed silhouette.

For TETRIS, now celebrating its 35th anniversary, this partnership enables them to grow the brand’s lifestyle product offering with a shoe design that is truly unique for sneaker enthusiasts and collectors. In doing so, it furthers their mission to introduce fun, innovative products that speak to the distinct interests of the brand’s ever-growing global fan base.

The PUMA x TETRIS RS iteration releases worldwide on October 2019. Watch this space for more information.

 

For the image and the Press Release please download the Media Kit below.

Herzogenaurach, germany - February 12, 2018
PUMA EXCEEDS 4 BILLION EURO SALES MARK FOR THE FIRST TIME

2017 Fourth Quarter Facts

  • Sales increase by 14.5% currency adjusted to € 1,040 million (+8.6% reported) with double-digit growth in all regions and footwear being the main growth driver
  • Gross profit margin improves by 250 basis points to 47.1%
  • Operating expenses (OPEX) increase by 11.7%, mainly driven by higher marketing and retail expenses
  • Operating result (EBIT) more than doubles from € 14 million last year to € 30 million
  • Together with Lewis Hamilton we launched 24/7 training campaign featuring new the IGNITE Flash shoe
  • PUMA wins “Marketer of the Year” Award in the US by Footwear News magazine

2017 Full Year Facts

  • Full-year sales increase by 15.9% currency adjusted to € 4,136 million (+14.0% reported), passing the 4 billion sales mark for the first time, all regions with doubledigit growth
  • Gross profit margin up 160 basis points at 47.3%
  • Improved operating leverage with operating expenses (OPEX) increasing by only 11.7%
  • Operating result (EBIT) improves significantly from € 128 million to € 245 million
  • Net earnings more than double from € 62 million to € 136 million and EPS increase from € 4.17 to € 9.09
  • Free Cashflow improves strongly from € 50 million to € 117 million
  • One-off total dividend of € 12.50 per share for 2017 to be proposed
  • New lacing technology NETFIT introduced for performance and sportstyle footwear
  • PUMA Future Football boot with NETFIT technology launched for customizable fit Women’s busines
BJØRN GULDEN

Chief Executive Officer of PUMA SE:

“2017 was a great year for us at PUMA. We grew 16% and achieved for the first time in the history sales above € 4 billion. We almost doubled our EBIT to € 245 million and showed progress in almost all areas. This momentum together with positive feedback from consumers and our retail partners makes us look positive into 2018. We expect to increase our sales around 10% in constant currencies in 2018 and we expect to increase our EBIT to between € 305 million to € 325 million (€ 245 million in 2017). We are also pleased by Kering’s proposal to reduce their ownership in PUMA by a distribution of dividend in kind to its shareholders. PUMA will then be a public independent company with a much higher free float (55%) and with two strong anchor shareholders – Kering (16%) and Artemis (29%). This will allow us to continue our positive development and make PUMA the fastest sports brand in the world.”

Copyright-PUMA

Fourth Quarter 2017

Sales

PUMA's sales growth continued in the fourth quarter of 2017. Sales increased by 14.5% currency-adjusted to € 1,040.2 million (+8.6% reported), compared to € 958.2 million in the previous year. All regions supported the sales growth with a double-digit increase. The Footwear segment continued to be the main growth driver.

Gross Profit Margin and Operating Expenses

The gross profit margin grew by 250 basis points from 44.6% to 47.1% in the fourth quarter. The increase was due to further improvements in sourcing, higher sales of new products with a higher margin, a higher share of own retail sales and selective price adjustments.

Operating expenses (OPEX) rose by 11.7% to € 465.3 million in the fourth quarter, mainly caused by higher marketing investments to fuel both brand heat and sell-through. In addition, higher retail investments for new store openings and the modernization of existing stores supported the increase. 

Operating Result and Net Earnings

The operating result (EBIT) more than doubled from € 14.1 million to € 29.8 million in the fourth quarter 2017. The improvement in profitability was due to strong sales growth combined with an improved gross profit margin.

Net earnings in the fourth quarter improved to € 2.2 million (last year: € -4.6 million) and earnings per share increased correspondingly from € -0.31 last year to € 0.14.

Full Year 2017

Sales

In the financial year 2017, PUMA’s sales increased by 15.9% currency adjusted to € 4,135.9 million (+14.0% reported), surpassing the 4 billion Euro sales mark for the first time in the company’s history. As a consequence, PUMA exceeded the initial net sales guidance for 2017, which had anticipated a high-single digit increase.

Growth was particularly strong in the EMEA region, where sales rose by 19.5% currency adjusted to € 1,646.2 million (+19.1% reported). France, the DACH region (Germany, Austria and Switzerland) and the United Kingdom as well as Russia and South Africa delivered double-digit sales growth.

Sales in the Americas region went up by 14.3% currency adjusted to € 1,494.8 million (+11.6% reported), with both North and Latin America contributing with double-digit growth rates.

In the Asia/Pacific (APAC) region, sales rose by 12.7% currency adjusted to € 994.9 million (+10.0% reported). The main drivers of growth in the region were China followed by Australia, both with double-digit sales growth.

Footwear continued to be the product segment with the strongest growth rate, showing an improvement of sales for the fourteenth quarter in a row. Sales were up 23.5% currency adjusted to € 1,974.5 million (+21.4% reported). Running and Training as well as Sportstyle were the categories with the strongest growth rates.

In the Apparel segment, sales rose by 10.0% currency adjusted to € 1,441.4 million (+8.1% reported). The Sportstyle category, and especially Women’s products, contributed to this increase.

Sales in Accessories grew by 9.2% currency adjusted to € 719.9 million (+8.0% reported). This increase is mainly driven by socks, underwear, headwear as well as bags and backpacks, while PUMA’s Golf hardware business remained stable.

Including eCommerce, PUMA's own and operated retail sales rose by 22.9% currency adjusted to € 961.0 million. This represents a share of 23.2% of total sales in 2017 (21.9% in 2016). The reasons for this rise are a strong like-for-like sales growth in our retail stores, the extension of our retail store network and a strongly growing eCommerce business.

Gross Profit Margin and Operating Expenses

The gross profit margin improved by 160 basis points from 45.7% to 47.3% in 2017. This increase - despite negative currency impacts - was driven by further improvements in sourcing, higher sales share of new products with a higher margin, a higher share of own retail sales and selective price adjustments. This is particularly reflected in the Footwear segment, where margins increased from 42.5% to 45.5%. In addition, Apparel margins grew from 48.4% to 49.0% and the Accessories margins went up from 47.9% to 48.5% in 2017.

<Operating expenses (OPEX) rose by 11.7% and amounted to € 1,725.6 million in 2017. This is mainly because of intensified marketing activities and investments in our own retail store network. The OPEX ratio in percentage of total net sales decreased from 42.6% to 41.7% in 2017, reflecting an improvement of operating leverage.

Operating Result and Net Earnings

The operating result (EBIT) improved by 91.7% from € 127.6 million to € 244.6 million in 2017, which is at the upper end of the revised EBIT guidance of € 235 million to € 245 million. This result is significantly above our initial EBIT guidance for 2017, which had anticipated a range between € 170 million and € 190 million and reflects major improvements in PUMA’s operating performance and profitability, gross profit margin and operating leverage.

The financial result decreased from € -8.7 million to € -13.4 million due to higher financial expenses related to currency derivatives, while the income from associated companies increased slightly.

The tax rate for the full year 2017 came in at a normalized rate of 27.4% compared to 25.7% the year before, while the total tax expense went up to € 63.3 million in 2017 (2016: € 30.5 million).

Net earnings for the full year 2017 more than doubled to € 135.8 million (2016: € 62.4 million). This translates into earnings per share of € 9.09 compared to € 4.17 last year.

 

Working Capital

Our continued focus on working capital management and currency effects led to a decrease of 7.9% to € 493.9 million. Inventories grew only by 8.3% to € 778.5 million and trade receivables rose only slightly by 0.9% to € 503.7 million. Trade payables were up 11.3% to € 646.1 million.

 

Cashflow

The free cash flow improved significantly from € 49.7 million in 2016 to € 116.9 million in 2017. This achievement is a result of considerably higher earnings before taxes (EBT) combined with an improved working capital development in spite of the extended business volume and higher investments in fixed assets. As of December 31, 2017, PUMA’s cash position amounted to € 415.0 million compared to € 326.7 million at the balance sheet date last year.

 

Proposal of one-off total Dividend of € 12.50

Based on PUMA’s positive business development with a significant improvement of profitability and cash flow, the Managing Directors and the Administrative Board will propose a one-off total dividend of € 12.50 per share for the financial year 2017 at the Annual General Meeting. In the previous year, PUMA paid € 0.75 per share as a regular dividend.

Brand and Strategy Update

2017 was a good year both for our athletes and for our business. Since we implemented our turnaround strategy in 2014, our sales have grown almost 40%. For the first time in our company’s history, we managed to exceed the four billion Euro mark in sales. Product sellthrough, both in our retail stores and those of our key retail partners has improved. We have received very positive feedback on our product ranges, particularly from our retail partners. All this proves that we are heading in the right direction.

Our strategy has continued to focus on five priorities: increased brand heat, a competitive product range, a leading offer for women, improved quality of distribution, and organizational speed.

In 2017, PUMA’s credibility as a sports brand was strengthened by capitalizing upon partnerships with world-class athletes and teams. Our Teamsports business was marked by our partnered teams winning some of the world’s most prestigious titles: BVB Borussia Dortmund claimed the German DFB Cup, Arsenal F.C. won the FA Cup and Mexico’s Chivas secured the 2017 Liga MX Clausura title, while Argentina’s iconic team Independiente Buenos Aires celebrated the victory of the Copa Sudamericana. Our roster of individua players also showed exceptional performances: Arsenal’s Olivier Giroud won the FIFA Puskas Award for “Goal of the Year” of 2017 and Sergio Agüero broke the goal scoring record for his club Manchester City. On the product side, we launched two completely new football footwear franchises, PUMA ONE and PUMA FUTURE, solidifying our status as a leading sports performance brand.

A major highlight in our Running category was the 2017 IAAF World Championships and Usain Bolt’s final race. The competition put the spotlight on other PUMA athletes such as Frenchman Pierre-Ambroise Bosse, who won the gold medal in the 800 meters. We also delivered notable product innovations, such as the revolutionary NETFIT footwear range, whose unique customizable lacing system offers infinite performance and style options in one shoe. We also surprised with our brand-new JAMMING technology, whose e-TPU beads provide high comfort and energy return.

Motorsport celebrated another fantastic Formula 1 season, with our three partnered teams MERCEDES AMG PETRONAS, Scuderia FERRARI and RED BULL RACING dominating the Constructors’ Championship and PUMA brand ambassador Lewis Hamilton winning the fourth F1 champion title in his career. We also extended our long-term partnership with MERCEDES AMG PETRONAS as official licensing partner for MERCEDES AMG PETRONAS products and supplier of its F1 team.

2017 was also a successful year for PUMA’s Golf business, where we continued to deliver stylish, performance-ready golf apparel, footwear and accessories to the market, while Cobra Golf introduced technology-rich, game-changing equipment. A real breakthrough was the launch of KING F7 & F7+, smart drivers with an embedded sensor, allowing golfers to track automatically the distance and accuracy of each drive. Rickie Fowler captured a win at the Honda Classic, and landed a record-breaking win at the 2017 Hero World Challenge, while Lexi Thompson won two LPGA tournaments together with the Vare Trophy for best scoring average and the season-long Race to the Globe.

Our Women’s business, another focus of our strategy, was one of the best performers in the industry last year. Together with powerful ambassadors like Cara Delevingne and the New York City Ballet, we opened another chapter of our “Do You” campaign, which aims to inspire confidence in women around the world. Our Women’s Creative Director Rihanna presented two exquisite seasonal collections of her “FENTY PUMA by Rihanna” line, which has established itself amongst the most anticipated shows of the Paris and New York Fashion Weeks. And just recently, singer, actress and producer Selena Gomez presented the PHENOM and EN POINTE fitness footwear lines, that received positive media echo and already delivered promising results in retail.

PUMA has continued to improve the quality of its distribution and expanded its presence in key Sports Performance and Sportstyle accounts around the world. We have further strengthened our relationships with key retailers and proven to be a reliable partner and one that maximizes the brand’s contribution to their business. It is our clear objective to create win-win situations for our partners and ourselves, enabling our retail partners to make money with PUMA’s products. Through improved sell-through, PUMA gained more shelf space in retail stores in 2017. Furthermore, we continued to upgrade our owned-andoperated retail store network with further openings and refurbishments. We relaunched our eCommerce presence ‘www.puma.com’ into a more modern and mobile-friendly format, which went initially live in Europe in June.

We have continued to speed up our operational processes and systems by further enhancing PUMA’s International Trading Organization, which manages global order and invoice flows centrally, the roll-out of new product development tools, further standardization of ERP systems and improvements to the overall IT infrastructure.

Our achievements on and off the pitch last year have laid solid foundations for a successful year to come.

Our global marketing activities will again be centered around our brand ambassadors and fastest athletes, including sprinters André de Grasse, Jimmy Vicaut and Asafa Powell, star footballers like Sergio Agüero, Antoine Griezmann and Marco Reus, Formula One Champion Lewis Hamilton, Golfstars Rickie Fowler and Lexi Thompson. Key ambassadors featured on the entertainment side will be Rihanna, top model Cara Delevingne, the R&B star and style icon “The Weeknd” and the newest addition to our roster, singer, actress and producer Selena Gomez.

We are looking forward to the upcoming World Cup in Russia, where three of our sponsored national teams – Switzerland, Uruguay and Senegal – along with many individual players, will make sure that the brand will be very visible on the pitch. Not to forget two new clubs, that will join PUMA starting the 2018/19 season: Olympique de Marseille and Borussia Mönchengladbach. Both teams are great assets to strengthen our position in the French Ligue 1 and the German Bundesliga.

We are also excited that we have just announced an official long-term partnership with one of the most legendary and iconic football clubs in the world: AC MILAN. Effective July 1, 2018, PUMA will become the global technical supplier and official licensing partner of AC MILAN. Through its 119- year-old heritage, AC MILAN won 18 officially recognised UEFATM and FIFATM titles, including 7 UEFA European Cup / Champions LeagueTM titles. AC MILAN is the most successful Italian club at international level and one of the best in the Football history.

In 2018, we will also continue to work very closely with our retail partners. Our improved product offering includes recently launched lines such as the NETFIT, TSUGI, MUSE and PHENOM as well as our key 2018 launches HYBRID, DEFY, MANTRA and RS-0.

The year 2018 will also mark two important anniversaries: 70 years of PUMA and 50 years of its iconic Suede sneaker. The latter will be celebrated through unique drops representing the varied cultures of which the iconic sneaker has been a significant part such as music, fashion, street and pop culture.

Outlook 2018

Based on the positive business development in 2017 with strong sales growth and a significant improvement in profitability, the management is confident that 2018 will be another positive year for the company and that PUMA is well positioned to carry forward the brand’s momentum.

For the full year 2018, we expect that currency-adjusted net sales will increase by approximately 10%. The gross profit margin is forecasted to improve slightly (2017: 47.3%). Operating expenses (OPEX) are expected to increase at a mid to high single-digit rate, as PUMA will continue to invest in marketing, retail and IT.

At the current exchange rate levels, PUMA’s management expects that the operating result (EBIT) in 2018 will improve significantly due to higher sales and a slightly improved gross profit margin. The EBIT is therefore expected to come in between € 305 million and € 325 million (2017: € 244.6 million). Net earnings will also continue to improve significantly in 2018.

Planned Proposal to distribute in kind PUMA shares to Kering shareholders

On January 11th, Kering Board of Directors unanimously proposed to its shareholders to distribute in kind around 70% of PUMA shares outstanding, out of the 86.3% currently owned by Kering.

Post transaction, Kering would retain approximately 16% of PUMA shares outstanding. Artémis, which holds 40.9% of Kering’s shares, would become a long-term strategic shareholder of PUMA with an ownership of about 29%. PUMA’s free float would be increased to approximately 55%.

PUMA Capital Markets Day

PUMA will hold a Capital Markets Day on March 20th, 2018 in London. At this occasion, PUMA intends to provide further details on its future strategy.

 

Financial Calendar FY 2018:

February 12, 2018Financial Results FY 2017
April 12, 2018Annual General Meeting
July 26, 2018Quarterly Statement Q1 2018
July 26, 2018Interim Report Q2 2018
October 23, 2018Quarterly Statement Q3 2018

 

Photo Credits: Conné/ PUMA

New York, NY, USA - January 17, 2019
PUMA and Maybelline New York Up the Makeup Game with Limited Edition Athleisure-Inspired Collection

Global sport brand PUMA and Maybelline New York, the No. 1 international makeup brand, collaborated to launch their first-ever PUMA x Maybelline special-edition collection which fuses beauty, fashion and sport into one high-performance makeup collection.

PUMA x Maybelline’s makeup collaboration was designed with the always-on, do-it-all lifestyle of Generation Z and millennials top of mind. Tapping into the athleisure obsession, Maybelline teamed up with PUMA – a leader in women’s sportswear – to create the ultimate high performance, street style-inspired makeup collection. “Our young consumer today prioritizes an active lifestyle whether it be career, fitness or personally. She’s always on the go, never settles and needs high performance products that keep up with her grind,” said Trisha Ayyagari, Deputy General Manager of Maybelline New York. “The PUMA x Maybelline Collection was created to do just that.”

Developed with the latest in long-wear technology, the PUMA x Maybelline 12-piece collection features a smudge-proof mascara for all-day fierce lashes, a metallic highlighter for an eye-catching chrome effect and fan-favorite Super Stay Matte Ink long-wear lip color in new limited-edition shades. In addition, Maybelline introduces two new duo sticks to their offerings - a new long-wear matte and metallic eye stick for versatile day to night looks as well as a waterproof color and gloss face stick for a dewy flushed look. The products’ multi-use formats come in sleek, on-the-go packaging and make it easy to achieve a complete makeup look or a quick post-workout touch up. Best known for her passion for athletics, fashion and beauty looks, and as a global style icon, Maybelline long-standing spokesmodel and PUMA’s latest ambassador Adriana Lima will serve as the face of the campaign. 

Partnering with the biggest makeup brand in the world to create a unique, unexpected and versatile makeup collection was a no-brainer. PUMA is always striving to merge fashion and sport and this collaboration achieves that goal. “This collection is truly the representation of the point where the gym meets the runway, a goal we strive for in everything we do for our female consumers,” said Adam Petrick, Global Director of Brand and Marketing for PUMA. “We believe that this first ever collaboration will allow the PUMA Woman to move seamlessly from the gym to the street and provide her with the tools to look and feel her best.”

"PUMA and Maybelline are synonymous with on-trend, high-performance products,” said Leonardo Chavez, Global Brand President, Maybelline New York. "Maybelline’s collaboration with PUMA makes innovative, street style-inspired makeup accessible to consumers worldwide to complement their always-on, demanding lifestyles.”  

The PUMA x Maybelline Collection instore and online availability varies by market. Visit your local Maybelline.com for more information.

 

To get pictures and the Press Release, download the Media Kit below.

Berlin, Germany, August 23, 2009
PUMA SMASHES SPRINT WORLD RECORDS WITH USAIN BOLT AT WORLD CHAMPIONSHIPS IN ATHLETICS IN BERLIN

As the sponsor of the Jamaican track & field team at the World Athletics Championships 2009 in Berlin, Sportlifestyle company PUMA achieved a tremendous track record by endorsing sprint hero Usain Bolt who wrote sports history in Germany’s capital when he smashed the 100m and 200m world records.

Three-time Olympic gold medallist Usain ‘Lightning’ Bolt broke the 100m world record with an amazing time of 9.58 seconds, when he seemingly effortlessly blew away his own world record of 9.69 seconds by 0.11 seconds that he set in last year’s Olympic Games in Beijing exactly a year ago to the day. The PUMA athlete manifested his reputation of a sprint superstar when he smashed his 200 meter world record of last year to become the World Champion in 19.19 seconds. With the Jamaican team coming in first in the 4×100 relay in 42.06 seconds on Saturday night, he finished an amazing race week by adding another gold medal and World Championship title to his track record.

Usain Bolt wrote again sports history at the World Athletics Championships in Berlin when he shattered his own two world records in amazing times and went home with three world championship titles,” said Jochen Zeitz, CEO and Chairman of PUMA. “We are thrilled to have been Usain’s partner since he was 16 and congratulate him on his incredible success. He pushed the limits of speed and power and stepped into Jesse Owens footsteps who became a legend at the Olympic Games in the same stadium in 1936. Through the enormous brand visibility, that has an estimated media value of several hundreds of millions of US Dollars, PUMA clearly strengthened and further expanded its position as one of the leading running brands.”

“Berlin has been so welcoming to me and to the entire Jamaican team,” said Usain Bolt on the closing day of the 12th IAAF World Championship. “What an experience to come here, the place where barriers were broken by Jesse Owens in the 1936 Olympics and be able to set new world records. Winning the 4 x 100 on Saturday night as a team was the perfect way to end this race week. Thanks to all of Berlin, the fans worldwide and my sponsor PUMA who have supported us.”

The currently fastest man on earth has joined the group of successful PUMA athletes and teams, whose outstanding performances strongly influenced international sports through innovative PUMA products and creative marketing initiatives during the last 60 years.

The Theseus Pro sprint spike, dubbed the PUMA YAAM, that propelled Usain Bolt to victory was developed by a team of PUMA designers and technicians who studied and measured Bolt’s stride and foot form. With this information and ongoing track-testing, they created a custom-made sprint spike that best suits Usain’s unique body kinetics. The vibrant orange color was chosen to contrast the Olympic Stadium’s signature blue track. The shoe is designed to provide power, speed and stability. The “engine” of the show is a carbon plate, which adds speed and power but no weight. PUMA has also designed an athletic, low-profile version of Usain’s signature track spike, called the PUMA STREET YAAM, which will be available at select retail locations later in the year.

PUMA’s activities around the World Championships were accompanied by the global PUMA marketing campaign “Who faster?” which included several marketing initiatives focussing on in store and viral marketing.

On August 23rd, at the conclusion of the World Championships, the city of Berlin said “Thanks” to Usain when the capital’s mayor Klaus Wowereit, handed over an original piece of the Berlin Wall 20 years after its fall to the fastest man on earth. The unique souvenir has a height of about 3.60 meters and a width of 1.20 meters and weighs 2.7 tons. It was designed exclusively for Usain Bolt and the front displays him on his way to break the 100 m world record on the legendary blue of the Berlin tracks.

Other teams that PUMA sponsored at the World Athletics Championships were Sweden, Norway, Denmark, Uganda, Botswana and the Czech Republic.

Copyright - Puma
HERZOGENAURACH, GERMANY - JANUARY 2, 2019
PUMA ENTERS MULTI-YEAR PARTNERSHIP WITH PORSCHE MOTORSPORT

Sports brand PUMA has signed a long-term sponsorship agreement with Porsche Motorsport to become the exclusive technical partner for fireproof racing clothing as well as shoes, caps and luggage.

PUMA will equip all 24 Porsche Works Drivers, Juniors and Young Professionals as well as all pit crews of the Porsche factory teams with the latest innovations in fireproof motorsport clothing. This comprises the works Formula E team and all factory GT racing activities. The PUMA logo will be featured on race cars and all racing clothing of the Porsche factory drivers and pit crews.

“We are proud to be partnering with Porsche Motorsport, one of the most successful racing companies with a rich tradition in motorsport,” said Bjørn Gulden, CEO of PUMA. “PUMA’s racewear is developed for the highest level of racing and we are happy to add Porsche Motorsport to our existing partnerships in F1, and other top motorsport categories.”

"PUMA has a long and successful tradition in motorsport. We are pleased to welcome PUMA as a new partner of the Porsche Motorsport Teams," says Fritz Enzinger, Vice President Porsche Motorsport. "The innovation and creativity of PUMA, one of the world's leading sports lifestyle companies, fits in with our team and our brand."

In addition, PUMA and its subsidiary Branded Sports Merchandising have obtained the rights to develop, sell and market a range of replica and fanwear products for Porsche Motorsport. The ranges will consist of apparel, footwear, headwear, accessories and bags aimed at the Porsche Motorsport fans and motorsport enthusiasts. PUMA and Branded are excited to bring to the fans and enthusiasts of Porsche a range of compelling fanwear and replica products.

Copyright - Puma
HERZOGENAURACH/ STUTTGART, GERMANY - JANUARY 16, 2019
PUMA AND PORSCHE DESIGN ENTER INTO STRATEGIC PARTNERSHIP

Sports company PUMA and Porsche Design have entered into a strategic partnership to bring a new line of high-end sportswear, footwear and accessories to the market, starting in the Spring/Summer 2019 season.

The collaboration blends Porsche Design’s sophisticated, functional design philosophy with PUMA's innovative performance technologies. Combining the design heritage of the two globally renowned brands, the Porsche Design Sportswear Collection – available in early March 2019 – features engineered products that will perform at the top level and stand for the fusion of lifestyle and performance wear. This has resulted in a dynamic collection with its own identity, which is supposed to appeal to customers expecting uncompromising aesthetics and performance.

“We are really excited to start working with such a renowned partner like Porsche Design,” said Bjørn Gulden, CEO of PUMA. “Their active lifestyle heritage fits perfectly to our ambition to bring the track to the street and merge sport innovation with lifestyle products. With our long experience in motorsport, we will be working with Porsche Design to innovate footwear and apparel styles of high quality and technical engineering.”  

PUMA and Porsche Design Logo

The new collection meets the needs of those accustomed to the best in high-quality sportswear. Both brands are rooted in the world of motorsport and bring complementary traits to this newly established partnership. Porsche Design brings its unique design philosophy, its engineering mindset and strong expertise in the premium segment to this collaboration, while PUMA’s sports expertise can be seen in advanced cushioning systems, seam-sealing knits and lightweight fabrics.

“With PUMA, we have found a qualified partner, who shares the same values related to technological innovation and functional design. We are very much looking forward to kicking-off this partnership and to lifting the Porsche Design Sportswear Collection to new heights over the following years. The new Spring/Summer 2019 Collection is just the starting point of this valued partnership,” says Jan Becker, CEO of Porsche Design Group.

PUMA and Porsche Design Collection

Throughout the years, each brand has remained at the forefront of excellence in functional design and innovative technologies, while continuously staying true to their roots. This winning philosophy has earned both companies numerous awards and is also perfectly reflected in the Porsche Design Sportswear Collection.

A collection ranging from active wear to sports-infused lifestyle wear, the full product range delivers technology, quality, sophistication and style with a clear vision: serving the 24/7 needs of the modern sportive urbanist. This is just the top of the iceberg, because there´s more to come in the near future.


For pictures and the Press Release, download the Media Kit below.

 
Picture Credits: PUMA/ Porsche Design
Arne Freundt
HERZOGENAURACH, GERMANY - JANUARY 17, 2019
PUMA APPOINTS ARNE FREUNDT AS REGIONAL GENERAL MANAGER EUROPE AND EEMEA

Sports company PUMA has appointed Arne Freundt (39) as Regional General Manager Europe and EEMEA with immediate effect. In this position, Arne Freundt, currently PUMA's Global Director Retail & E-Commerce, will continue to directly report to PUMA CEO Bjørn Gulden.

As Regional General Manager Europe and EEMEA, Arne will be responsible for the management of both regions. Arne has been in charge of PUMA’s Global Retail & E-Commerce business since 2015.
He joined PUMA in 2011 as Head of Global Strategy, where he was most notably in charge of the company’s transformation process in Europe. 

Arne Freundt succeeds Martyn Bowen, who has been serving in this role since 2015. Martyn joined PUMA more than 20 years ago and held various management positions within the organization. He has decided to leave the company in order to pursue personal interests.

Picture Credits: Christoph Maderer/ PUMA
Copyright - Puma
HERZOGENAURACH,TUESDAY 15 AUGUST, 2023
PUMA AND UKRAINE ATHLETICS FEDERATION UNITE FOR APPAREL AND FOOTWEAR SPONSORSHIP

Sports company PUMA has announced a deal to become the official apparel and footwear sponsor of the Ukraine Athletics Federation.

The announcement comes ahead of the highly anticipated World Athletics Championship in Budapest, where fans will be able to see Ukrainian athletes, including reigning European Indoor High Jump Champion Yaroslava Mahuchikh, compete in kit emblazoned with the famous PUMA cat.

“We are proud to be supporting the Ukraine Athletics Federation in pursuit of their goals at the World Atheltics Championship and beyond,” said Pascal Rolling, Head of Sports Marketing at PUMA.

A spokesperson for the Ukraine Athletics Federation added: “We are pleased to have found a new partner in PUMA, a brand we know can help us achieve our ambitions and reach new heights in the world of athletics, starting this week in Budapest.”

The World Athletics Championship Budapest 2023 will take place from 19-27 August

Arne Freundt
HERZOGENAURACH, NOVEMBER 4, 2022
PUMA PREPARES FOR THE NEXT CHAPTER AND APPOINTS ARNE FREUNDT AS NEW CHAIRMAN OF THE MANAGEMENT BOARD

The Supervisory Board of PUMA SE has today appointed Arne Freundt as CEO of the company and chairman of PUMA’s Management Board. He is receiving a contract for four years, effective January 1, 2023. Bjørn Gulden’s mandate as member of the Management Board of PUMA SE expires at the end of 2022.

“In Arne Freundt, we have a recognized leader withing the Company, taking over as CEO. He has been a designated candidate and is the ideal choice to continue PUMA’s very successful path and to further accelerate the Company’s momentum. He carries the PUMA family in his heart, and will ensure that PUMA continues to be the best partner for PUMA’s retailers, suppliers and athletes”, said Héloïse Temple-Boyer, Chair of the Supervisory Board of PUMA.

Héloïse Temple-Boyer added: “We thank Bjørn Gulden for his excellent contributions during his more than nine years at PUMA in which he brought the PUMA Group back on track and made sure he leaves it in outstanding shape.”

Arne Freundt (42) has worked for PUMA for more than ten years and has been a member of the Management Board as Chief Commercial Officer since June 2021. During his time at PUMA, he has held various positions and was responsible for the Corporate Strategy, the Global Direct-to-Consumer business and the Region EMEA as a General Manager.  

“My current contract with PUMA ends 31/12/22 and after 9 years I have decided not to renew,” said Bjørn Gulden. “I have had 9 great years with the PUMA family, and I am very proud of what we have achieved together. Even during difficult times, we have had great momentum and have delivered record results in revenue and in earnings. This has been achieved by outstanding teams, our special culture and a great Supervisory Board. The Board has been very supportive also in difficult times and always with a long-term view looking at what will be the best for the company and our people. I felt it was the right time for PUMA, my successor and me to leave now. I still have a lot of energy and want to at least continue 5-10 more years in an operational role, which I think would have been too long for PUMA. Arne has been working directly with me for 9 years, has always been part of setting the strategy and making big decisions and has made a big contribution to PUMA´s success. He knows my strengths and weaknesses and I am sure he will do an even better job than me.”

“I feel privileged to be given this opportunity by the Supervisory Board to lead this great company with its fantastic people and take PUMA to the next level,” said Arne Freundt. “Bjørn has been an inspiring leader and I am very thankful for the joint journey.”

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HERZOGENAURACH, GERMANY, OCTOBER 6, 2022
PUMA SIGNS SUCCESSFUL US MID-DISTANCE RUNNER JENNY SIMPSON

Sports company PUMA has signed Jenny Simpson, one of the most successful US mid-distance runners, as she focuses on road racing and longer distances to inspire the next generation of athletes.

Just one year after she turned pro, Simpson became the World Champion in the 1,500 meter-event in 2011 and won several medals, including an Olympic bronze, in the years that followed.

An 8-time champion at New York’s prestigious 5th Avenue Mile and a frequent guest at the New York City Marathon, Simpson has also become a cherished part of the road racing community, a part of her career she will now prioritize.

“In her long, successful career, Jenny has inspired many up-and-coming athletes,” said Pascal Rolling, Head of Sports Marketing, Running at PUMA. “It is a privilege to take the next steps in her career journey together.”

For her first race at the Army Ten-Miler, Simpson will wear PUMA’s Deviate NITRO Elite road racing shoe, which utilizes the company’s proprietary NITRO Elite Foam to ensure maximum efficiency and propulsion for racing.

“PUMA’s amazing line-up of road racing shoes and their community-driven approach to the sport inspired me,” said Jenny Simpson. “I’m excited to become a part of the PUMA Family!”

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HERZOGENAURACH, GERMANY, SEPTEMBER 29, 2022
PUMA HAS SIGNED A DEAL WITH SKEPTA, ANNOUNCING HIM AS ITS NEW GLOBAL AMBASSADOR

Global sports brand PUMA announced a long-term partnership with British-Nigerian grime MC, rapper, and record producer Skepta, who will work with the brand to design product and curate global marketing campaigns.

This is an incredibly hands on role for Chief Joseph Olaitan Adenuga Jr., best known as Skepta, whose organic talents lie in creating innovation in the arts.

The partnership was struck through Skepta’s Big Smoke Corporation, an organization created
to foster and ignite a community of individuals with talents and bring those talents to brands, forming unique partnerships."This is the first brand partnership deal to come through my new company Big Smoke Corporation and one I am very proud of. Together with PUMA we can put our spin and create a new way of thinking about fashion and style.” Skepta says, “it’s an honour to work with such a globally recognized brand that is both embedded and has a real understanding of youth and popular culture, but also understands the importance of partnerships and collaborations such as this. We look forward to developing and creating new opportunities for the next generation together."

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Skepta brings his strong connection with today’s community – he will work with PUMA to bring a new vision to its men’s business, sharing his deep knowledge of culture, music, art, and style. He will be an active voice and figure in PUMA’s progressive space, from design to campaigns and everything in between.

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“Skepta is the embodiment of progression, proven by the impact he has created on music, fashion, and culture over the last two decades. We are excited to start this journey with him where he will play a multifaceted role, bringing to life his knowledge and vision, helping us revolutionize our progressive space. We could not be happier to welcome him to our PUMA family, and I am excited to see what we accomplish together,” said Bjoern Gulden, PUMA’s CEO.

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In the upcoming months, Skepta will be part of new and exciting projects with PUMA that will revolutionize the industry.

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HERZOGENAURACH, GERMANY, SEPTEMBER 2, 2022
WORLD AND OLYMPIC 800M CHAMPION EMMANUEL KORIR JOINS PUMA

Sports company PUMA has signed the current 800m World and Olympic Champion Emmanuel Korir, who will compete in the company’s performance products starting at the Diamond League Meeting in Brussels.

The Kenyan athlete rose to fame in 2018, when he came in second at the African Championships in the 800m event and won the Gold in the 4x400m relay. He cemented his position as one of the best middle-distance runners of his generation with the Olympic Gold in Tokyo in 2021 and a Gold at the World Championships in Eugene this year.

His personal best over 800m is 1:42.05 minutes, the 6th fastest performance of all time.

“PUMA has a strong history in running, with world records in the 100, 200 and 1000 meters to its name,” said Pascal Rolling, Head of Sports Marketing. “We are excited that Emmanuel will join our PUMA Family, so we can continue to create great Athletics moments together.”

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Korir will wear PUMA’s Evospeed Distance Elite +2 spikes for the Diamond League meeting in Brussels, a mid-distance track and field spike built for events ranging from 800m all the way up to 10,000m. The spikes feature a full-length carbon fibre plate that has been specially designed to stabilise the nitrogen-injected foam midsole, allowing for peak energy transfer.

During training, Korir wears the Deviate NITRO 2, which comes with NITRO Elite foam for improved responsiveness and a reworked collar to reduce heel slip.

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PUMA’s elite group of track & field athletes includes 400m hurdles World Record Holder Karsten Warholm, pole vault World Record Holder Armand “Mondo” Duplantis and Jamaican sprinters Shericka Jackson and Elaine Thompson-Herah. Most recently, high jumpers Mutaz Essa Barshim and Woo Sanghyeok also joined the PUMA Family.

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