Marie-Laurenche Jungfleisch

Our Mission

Forever Faster

Forever Faster is more than being quick. It is our mantra. It is 70 years of fast products for fast athletes. We aim high, and when we score our goals, we aim even higher. All to achieve one thing: to be the Fastest Sports Brand in the World.

Lewis Hamilton
PUMA Backpack

PUMA is one of the world’s leading sports brands

Sport is our world. This makes us passionate about designing, developing, selling and marketing footwear, apparel and accessories. In 70 years, PUMA has established a history as creator of fast product designs for the fastest athletes on the planet: Enhancing areas such as football, running and training, golf and motorsports with performance and sport-inspired lifestyle products. To push sport forward in more than 120 countries, more than 13.000 people work for a common goal and call Herzogenaurach, Germany, PUMA's headquarters.

PUMA sport

Strategic Priorities

The Fastest Sports Brand in the World needs a suitable game plan. Over the past years, we’ve executed a turnaround strategy with five defined priorities.

1. Brand Heat

The strength of PUMA’s brand? We draw from our unique heritage in sports and our high credibility in the latest lifestyle trends. To stay on this track, we strengthen our position as a sports brand through partnerships with some of the most elite athletes, such as sprint legend Usain Bolt and star striker Antoine Griezmann. To connect with young trend-setting audiences, we have also developed a unique way of working with cultural and fashion icons like Cara Delevingne and Selena Gomez.

Antoine Griezmann
Product: LqdCell Shatter

2. Product

PUMA can look back on an extraordinary history full of innovations, designs and products. Our influence can be felt in the sports and sports lifestyle industries till this day. And we’re determined to keep it that way. If you ask us, innovation is at the heart of product design. Naturally, we constantly sharpen our design principles: With products like the CREEPER and the FIERCE, we have introduced some of the industry’s most eye-catching, but also commercial styles.

3. Women’s

Women are a priority for PUMA. We acknowledge women not only as trendsetters in taking inspiration from athletic wear for their everyday style, but they’re increasingly participating in athletic activities worldwide. Building on PUMA’s fashion credibility and sports authenticity, as well as a profound understanding of the modern female athletic consumer, we have positioned our offer for women “where the gym meets the runway”.

PUMA Select in Singapore

4. Distribution

PUMA has continuously improved the quality of its distribution. At the same time, we’ve expanded our presence in key sports performance and sportstyle accounts around the world. We remain dedicated to strengthening our relationships with key retailers by being a reliable partner for them, and by maximizing PUMA’s contribution to their business. It is a clear objective for PUMA that retail partners make money with our products. 

5. Organization

PUMA continues to make progress in key areas, which includes further enhancements of PUMA’s International Trading Organization. This manages global order and invoice flows centrally, the roll-out of a new product development system, further standardization of ERP systems, and improvements to the overall IT infrastructure. 

PUMA Run Crew

Our Sales in billion euros









Our ebit in million euros