Articles from PUMA

PUMA is set to open its highly anticipated flagship store in the heart of London’s West End in Autumn 2025, marking the brand’s first-ever European flagship. Located just seconds from Selfridges and Bond Street Tube Station, the new 24,000 square-foot space will offer an immersive, interactive experience that blends sports performance and technology with cutting-edge streetwear designs.

Global sports company PUMA announces the launch of its biggest global brand campaign to date – ‘Go Wild’ – marking an evolution in its brand identity and showing runners re-arranging their lives to chase the highs of running. The campaign celebrates the individual and inspires everyone – amateurs and professional athletes alike – to unleash their true selves and discover greatness in their nature.

Pole vault world-record holder Armand “Mondo” Duplantis believes he can push the pole-vault world record to 6.40 metres in the next few years, the athlete said in a conversation with PUMA CEO Arne Freundt, which was released as a part of the sports company’s annual report.

Global sports company PUMA has signed an official agreement with the Premier League, the most-watched football league globally, as part of the company’s strategy to elevate the brand and strengthen its sports performance credibility.

PUMA and Scuderia Ferrari HP mark two decades of partnership, a collaboration that has consistently pushed the boundaries of speed, design, and motorsport culture. More than a milestone, this enduring alliance continues to drive innovation in racing, style, and beyond—shaping the future of speed.

Sports company PUMA has received strongly improved scores for its sustainability efforts regarding water security and forests and maintained a top score for its climate policy in the latest ratings by global environmental non-profit CDP.

Sports company PUMA is the only company to be recognized as a Top Employer in 50 different countries and globally by Top Employers Institute in 2025.

Sports company PUMA has opened Studio48, a new creative hub at its headquarters in Herzogenaurach, Germany, where its designers and creatives can come together to freely develop new ideas and create concepts for new performance and Sportstyle products as well as campaigns. Studio48 is part of the company’s strategy to create sustainable growth by elevating the brand.

Global sports company PUMA, in partnership with creative agency adam&eveDDB, continues its journey of elevating the brand with a new brand marketing strategy in 2025, establishing PUMA as a leading sports performance brand.

Sports company PUMA has signed a long-term agreement with the Portuguese Football Federation (FPF), one of the world’s most popular national teams. Starting in 2025, PUMA will equip all male, female and youth teams as well as the federation’s futsal, beach football and E-Sports teams.

Sports company PUMA has received the highest recognition for its materials strategy in the Material Change Index compiled by global non-profit organization Textile Exchange.

PUMA has officially opened the doors to its second North American flagship store in Las Vegas at the BLVD Las Vegas. The 25,000-square-foot retail space, which spans an impressive three stories, redefines what it means to be a brick-and-mortar location in today's rapidly evolving digital world.

Sports company PUMA has launched Green Flags, a five-part podcast series on sustainability hosted by Manchester United captain and Lioness, Maya Le Tissier, fashion and lifestyle Guru, Oli Bromfield and pro-footballer turned content creator, Moses Duckrell.

Sports company PUMA has announced its new Vision 2030 sustainability goals, which expand on the strong progress the brand has made.

Sports Company PUMA has been included in the Laureus Sport for Good Index through recognition for multiple initiatives including PUMA’s VOICES OF A RE: GENERATION, RE: FIBRE and RE: SUEDE.

Stitch + Spice, a short film by Luke Jaque-Rodney, one of PUMA’s Voices of a RE:GENERATION has been officially selected for Documentary Short at the 6th Big Syn International Film Festival in London.

Sports company PUMA is part of the multi-brand consortium which unveiled the world’s first piece of clothing made entirely from textile waste by using a new biorecycling technology developed by French company CARBIOS.

In response to growing consumer demand for greater transparency from the fashion industry, PUMA launches #KnowYourStuff, an educational content series which delves into one of today’s most debated fashion topics - leather vs vegan leather – and the environmental impact of both.

Sports company PUMA has appointed Markus Neubrand (48) as its Chief Financial Officer (CFO) and a member of the Management Board, effective October 1, 2024. The contract of the current CFO Hubert Hinterseher will end by mutual agreement on December 31, 2024.

Sports company PUMA has appointed Indrajeet Sen (38) as Senior Vice President PUMA Group Sourcing, taking over the operational responsibilities of the Chief Sourcing Officer role. PUMA’s Chief Sourcing Officer Anne-Laure Descours has decided not to extend her board contract and will support the company as an external advisor in the field of sustainability.

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.

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.

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.

Global sports company PUMA, has announced a worldwide partnership with HYROX, the world series of fitness racing. The partnership sees PUMA become the official apparel and footwear partner for all HYROX races from 2024 to 2027.

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.

Global sports company PUMA has launched its first worldwide brand campaign in 10 years “FOREVER. FASTER. - See The Game Like We Do” with the objective to strengthen PUMA’s positioning as the Fastest Sports Brand in the world. The campaign conveys the brand’s unique connection with speed and invites everyone - professional and everyday athletes alike - to see the game like PUMA does.

Sports company PUMA will open the PUMA Studio in the Hollywood area of Los Angeles in early 2025, a creative space that brings its design and marketing teams closer to the most influential communities and celebrities to inspire products and campaigns for the strategically important US market.

Globally renowned sports brand, PUMA, proudly unveiled the highly anticipated Jamaican Olympic Association kits during an unmissable showcase of speed at the ISSA Boys & Girls Championships in Kingston, Jamaica.

PUMA CEO Arne Freundt and Alexandra Popp, the captain of the Germany national football team, spoke about leadership and the challenges of women in football. The video interview is part of the sports company’s digital annual report, which was published on March 18 on about.puma.com.

Sports company PUMA reduced its greenhouse gas emissions by 24% in 2023 compared to 2022, despite a strong sales growth.

Sports company PUMA has signed a long-term partnership with Bundesliga football club RB Leipzig and will equip all men’s, women’s and youth teams from the 2024/25 season onwards.

Sports company PUMA has appointed Julie Legrand (43) as Senior Director Global Brand Strategy. In this position, she will oversee an important part of PUMA’s strategic priority to elevate the brand.

Sports company PUMA has been recognized for leadership in corporate transparency and performance on climate change by global environmental non-profit CDP, securing a place on the annual ‘A List’.

Sports company PUMA will equip the athletes, coaches and staff of the Arab Republic of Egypt with athletic uniforms at the Paris 2024 Olympic Games, following an agreement with the Egyptian Ministry of Youth and Sports and the Egyptian Olympic Committee.

Sports company PUMA has been named a Top Employer globally, in four regions and in 24 countries, underscoring the company’s commitment to provide an attractive workplace for its employees.

Global sports company PUMA, together with Manchester City Football Club and Chess.com, launches an exclusive talk between two geniuses: Pep Guardiola from the football world and Magnus Carlsen from the chess world. PUMA’s ambassadors discussed unforgettable moments from their careers, elaborated on strategies and tactics in both sports, and shared some tips and tricks with fans.

Global sports company PUMA reveals a new collaboration with US upcycler, Andrew Burgess and his brand VIVID VISIONS with the launch of an experimental one-off capsule collection.

Global sports company PUMA has today announced that it has scaled up its textile recycling innovation, RE:FIBRE, replacing recycled polyester with RE:FIBRE technology in all PUMA football Club and Federation replica jerseys from 2024 onwards.

Sports company PUMA showed that it can successfully turn an experimental version of its classic SUEDE sneaker into compost under certain tailor-made industrial conditions, as it announced the results of its two-year-long RE:SUEDE experiment.

Global sports company PUMA celebrates 55 years since the iconic Silent Gesture made by Tommie Smith at the 1968 Olympics on October 16th. In honor of this special date, PUMA launches the ‘Icons of Unity’ collection, and an exclusive interview with the brand’s ambassadors: Colin Jackson, former track and field athlete and Olympic silver medalist, Felix Streng, Paralympic gold and silver medalist and World and European Champion, and Tommie Smith, former track and field athlete and Olympic gold medalist.

Global sports company PUMA launches a beanies campaign, “Class of 23”, to unite ambassadors from across the globe to represent of the close-knit PUMA family.

Sports company PUMA and several of its world-class ambassadors shared some of their most memorable moments of sports history of the past 75 years to celebrate the company’s anniversary as the fastest sports brand in the world.

Global sports company PUMA has expanded the regional reach of its Voices of a RE:GENERATION initiative beyond Europe and the US and added Indian sustainable fashion advocate Aishwarya Sharma to the project.

Sports company PUMA has kicked off its celebrations for the World Athletics Championships in style, welcoming athletes and media from around the world to the official opening of the PUMA House.

The final episode of PUMA’s RE:GEN REPORTS is now available to stream: ‘When it comes to Health and Safety, does the West know best?’. In this episode, hosted by the Head of Knowledge Exchange at the Centre for Sustainable Fashion, Monica Buchan-Ng, PUMA’s Chief Sourcing Officer, Anne-Laure Descours, reminds audiences that it’s important for people in the North to “recognize how much people on the ground are trying to improve [factory working conditions].”

Sports company PUMA has signed St. Lucian track star Julien Alfred, who will begin wearing the companies products this week at the Diamond League in Monaco.

Global Sports company PUMA announces an interview with the fastest man in the world, Usain Bolt, and an iconic sprint and hurdling athlete, Colin Jackson, to celebrate the 20th anniversary between PUMA and Bolt this July.

Global Sports company PUMA announces a collaboration between five-time World Chess Champion Magnus Carlsen and professional football player Christian Pulisic. Two sport icons came together on a football pitch to have a conversation about the differences and similarities between chess and football.

PUMA has signed up for the Deforestation-Free Call to Action for Leather, launched by global non-profits Textile Exchange and Leather Working Group, which aims to create equitable, transparent, and deforestation-free leather supply chains. The cross-sector initiative is aimed at galvanizing action from brands to end the deforestation and conversion of natural ecosystems linked to leather sourcing. In doing so, it looks to protect wildlife habitat and biodiversity, preserve carbon stocks to mitigate climate change, and protect human rights.

Sports company PUMA has appointed Shirley Li as its new General Manager in China as part of the company’s strategy to strengthen its business in this important market.

As part of the implementation of its strategic priorities, German sports company PUMA is reorganizing the global Marketing Organization. The decision lays the organizational foundation for further elevating the PUMA brand, one of the company’s three strategic priorities. Going-forward PUMA’s Global Marketing Organization will be based at the company’s headquarters in Herzogenaurach, Germany to improve alignment and accelerate decision-making with the company’s Global Business Units, Global Go-To-Market function, and Creative Direction. This involves the relocation of the Brand Management and Marketing Operations departments from Boston to Herzogenaurach, effective July 1. At the same time, the marketing organization of PUMA North America will be further strengthened by the assignment of responsibilities for local sports marketing and local partnership management in order to elevate the brand in the US market.

Sports company PUMA has created a podcast series to make its 2022 Sustainability Report more accessible and to reach a wider and younger audience. The RE:GEN REPORTS podcast features next-generation thinkers from six countries and distills the content of the report into 10 podcast episodes, of which the first three are available on all major podcast platforms on June 1.

Sports company PUMA made 7 out of 10 products from better materials in 2022, according to the company’s Sustainability Report 2022, as it further scaled up the use of recycled materials.

Global sports company PUMA and absorbent apparel brand, Modibodi® are launching the third drop of their best-selling active period underwear range; combining Modibodi’s unique, patented technology with world-class expertise from PUMA.

Global Sports company PUMA and Brand Ambassador Magnus Carlsen, the five-time Norwegian World Chess Champion and the highest-ranked chess player in the world, have teamed up to launch an iconic sneaker as a tribute to the game of chess. The collaboration features a new design based on PUMA's classic Clyde model, but with a chess-inspired twist.

Sports company PUMA and Formula 1 have signed an agreement which will make PUMA the official supplier at Formula 1 races, granting the brand the right to produce F1 branded apparel, footwear and accessories. PUMA will also equip Formula 1 staff at track and create Formula 1 fanwear that targets the sport’s different audiences with exciting lifestyle and motorsport collections. The contract includes exclusive rights to sell F1 fanwear and fanwear of all ten teams around the race circuit starting 2024.

Sports company PUMA has signed a partnership agreement with German long-distance runner Konstanze Klosterhalfen, who will wear the company’s performance running products starting at the first Diamond League event in Doha on May 5.

Sports company PUMA has today announced a new initiative that looks to evolve how the brand navigates its sustainability journey by including the next generation’s perspectives and recommendations. The project, coined Voices of a RE:GENERATION, will kick off with PUMA collaborating and giving a ‘seat at the table’ to four, young, environmentalist ‘voices’ from across Europe and the US over a year-long period.

Sports company PUMA kicked off the 2023 Formula 1 season with a special panel discussion to celebrate its legacy in Motorsport culture and discuss the importance of innovations in racewear production. It was the first of a series of events to mark PUMA’s 75th anniversary.

Sports company PUMA has redesigned its legendary KING football boot by introducing its new K-BETTER™ technology to deliver exceptional performance without kangaroo leather.

Sports company PUMA announces a new partnership with Rihanna today.

Sports company PUMA has signed legendary Kenyan marathon runner Edna Kiplagat, who will start competing in the company’s products at the Boston Marathon on April 17.

Sports company PUMA has signed a multi-year agreement with Polish long-distance runner and the European Marathon Champion Aleksandra Lisowska. Lisowska will wear PUMA’s performance products starting at the Rotterdam Marathon on April 16.

Sports company PUMA will turn 75 in 2023 and will celebrate its milestones in sports, culture and innovation with a series of events throughout the year which will elaborate on its mantra ‘Forever Faster’.

Sports company PUMA has joined Zero100, a community of industry leaders which aims to reduce carbon emissions from the supply chain through digitization, to take the next step after the company announced significant carbon emission cuts last year.

Sports company PUMA has signed a long-term agreement with reigning Olympic 100 meters Champion Marcell Jacobs from Italy, who will wear the company’s products starting at the Orlen Cup in Lodz on Saturday.

PUMA, the fastest sports brand in the world, and Foot Locker, Inc. (NYSE: FL) ("Foot Locker"), the New York-based specialty athletic retailer, today announced an expanded partnership, underscored by a focus on basketball and the creation of exclusive product collections that meet the demands of this growing next-generation market segment. The companies also plan to roll out hyper-relevant creator engagements and brand partnerships that specifically resonate with a younger audience.

Global sports company PUMA and absorbent apparel brand Modibodi®, have developed a series of Period Pep Talks with world-class female athletes - designed to encourage women and girls to stay in sport.

German ice hockey star Leon Draisaitl spoke about his motivation to keep performing at the highest level in a video interview with sports company PUMA, ahead of the new NHL season.

New research from PUMA, which surveyed 6,000 young people aged 18-25 from the UK, US, France, Germany, Italy and Spain has revealed that 94% of them care about the environment. At the same time, however, almost one in five aren’t motivated to help improve sustainability because the focus is always on older generations.

Sports company PUMA has signed Qatari athlete Mutaz Essa Barshim, one of the most successful high jumpers of all time, who will wear the company’s performance products starting at the Diamond League Meeting in Lausanne.

Six years after his first gold medal, Tamberi takes back the European title and speaks about his motivation to keep performing at the highest level in a video interview with sports company PUMA.

Sports company PUMA will be joined by celebrities and young activists during its one-day “Conference of the People” in London on September 6, which will discuss solutions for some of the fashion industry’s most pressing sustainability challenges, with a special focus on Gen Z.

Having just won gold in the men’s 4x100 relay at the World Athletics Championship in Eugene, De Grasse speaks about his motivation to keep performing at the highest level in a video interview with sports company PUMA.

Sports company PUMA will discuss solutions for some of the fashion industry’s most pressing sustainability challenges such as waste, materials and climate change at a global event in September.