Company Profile: PUMA

Company – Puma
Launch year – 1948
CEO – Bjørn Gulden, Puma SE
MD – Karthik Balagopalan, MD Puma India
Products – Womenswear, Kidswear, Menswear
Number of stores –  370
Category – Footwear, Apparel, Sportswear, Sports equipment

ABOUT PUMA

PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For more than 70 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 14,000 people worldwide, and is headquartered in Herzogenaurach, Germany.

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They are known to make exceptional bodywear, legwear, swimwear, and fanwear products, partnered with global A-brands, such as PUMA, Tommy Hilfiger, Levi’s and Ferrari.

The India Story

Puma entered the Indian market in 2006 and began with a modest revenue of Rs 22 crore. They were the last among competitors like Nike and Adidas to enter the market. But in 2015, Puma became the No.1 sportswear brand in India, surpassing all the other global brands.

As of 2022, the brand has posted a revenue of over Rs 2000 crore in India, beating all sportswear competition in the market.

The brand is 370 stores strong in India and has been voted the Top 20 most Trusted Brands in the country.

Sustainability Pledge

Globally, Puma has pledged to produce apparel with at least 50% more sustainable material, accessories with at least 50% more sustainable material and footwear with at least one more sustainable component. For example, the brand is using undyed materials and sustainably dope dyed and digitally printed, natural fabrics to create the Puma X Central Saint Martins Future Rider Sneakers. Even the graphics on the sneakers are inspired by Cape Town water usage maps.

Using sustainable material has drastically reduced the water needed to manufacture the sneakers.

Eco-Friendly At Its Core

Puma has launched a Forever Better sustainability strategy based on its 10FOR25 targets, which were introduced in 2019, following an extensive materiality analysis and stakeholder dialog. With this strategy, Puma continues on its path to fully integrate sustainability into all its core business functions.

The brand has identified 10 target areas in which it aims to improve its sustainability performance: Human Rights, Climate Action, Circularity, Products, Water and Air, Biodiversity, Plastic and the Oceans, Chemicals, Health & Safety as well as Fair Wages.

Recognition For Going Green

The brand’s long-term sustainability efforts continue to be externally recognized in various benchmarks and indices.

• In 2021 Puma remained a member of the FTSE4Good Sustainability Index (sector lead)
• It received a Triple A rating from MSCI ESG ratings as well as an ESG Prime rating from ISS
• It was also awarded Climate Leader status by the Financial Times and from the CDP (A- and A for Supplier Engagement)
• It was included in the Global Top 100 most sustainable company Index by Corporate Knights