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 footballer Neymar Jr.. To connect with young trend-setting audiences, we have also developed a unique way of working with ambassadors from the worlds of culture and fashion such as Cara Delevingne and Dua Lipa.

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 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.  We also invest in state-of-the-art distribution centers around the world to support our growth ambitions.

We focus on ensuring strong local relevance in all of our markets around the world. As the PUMA brand and products continue to resonate well around the world, we see an increased need to focus on the sports, ambassadors, influencers, collaboration partners and communication platforms that are most relevant in the different markets.