Global sportswear giant PUMA is expanding the scope of its Voices of A RE:GENERATION initiative, extending its reach beyond Europe and the US and introducing Indian sustainable fashion advocate Aishwarya Sharma to the project.
Aishwarya Sharma has become a valuable addition to PUMA’s community of forward-thinking individuals, as part of the year-long project aimed at advancing the company’s sustainability endeavours by collaborating with young environmentalists. Hailing from Delhi, India, Aishwarya brings a strong commitment to driving change within the fashion industry towards greater sustainability. She has gained recognition for her advocacy on issues related to women’s rights, fashion, social media, and climate change, with notable appearances at events like COP27.
Launched in April of this year, PUMA’s initiative empowers a select group of Young Voices, providing them with a platform to contribute to the brand’s sustainability agenda alongside prominent stakeholders.
Till date, PUMA’s Young Voices have engaged in substantive dialogues with key figures within the company to discuss progress and challenges related to PUMA’s FOREVER BETTER Sustainability Strategy. They have also produced PUMA RE:GEN Reports and a podcast series designed to engage younger generations on matters of sustainability and PUMA’s 10 FOR 25 sustainability targets. The development of the podcast series was a direct response to consumer feedback gathered at PUMA’s Conference of the People event in 2022, which indicated a need for more engaging sustainability communications targeting the next generation.
In the latest evolution of the project, Aishwarya Sharma will collaborate with PUMA’s existing Young Voices, which includes:
- Andrew Burgess, a US-based upcycler.
- Luke Jaque-Rodney, a Germany-based sustainable living vlogger.
- Jade Roche, a France-based visual artist and creative consultant.
Starting this September, Aishwarya Sharma’s role within PUMA’s Voices of A RE:GENERATION initiative will involve a comprehensive exploration of sustainability opportunities and challenges faced by the brand. She will provide recommendations for actionable change and will also work closely with PUMA to enhance the way sustainability is communicated to the Indian audience.
Commenting on the announcement, Aishwarya stated: “My passion as a sustainability advocate lies in increasing awareness. Being able to have a voice in how PUMA communicates sustainability is also a great opportunity to drive change and set a precedent across the industry, and I’m very much looking forward to that.”
About PUMA:
PUMA is one of the world’s leading sports brands, renowned for designing, developing, selling, and marketing footwear, apparel, and accessories. For 75 years, PUMA has been at the forefront of advancing sport and culture by creating fast products for the world’s fastest athletes.
PUMA offers performance and sport-inspired lifestyle products across categories such as Football, Running and Training, Basketball, Golf, and Motorsports. Collaborations with renowned designers and brands further integrate sport influences into street culture and fashion.
The PUMA Group comprises brands including PUMA, Cobra Golf, and stichd. The company distributes its products in over 120 countries, boasting a global workforce of approximately 20,000 people, with its headquarters located in Herzogenaurach, Germany.
