Company meeting PUMA

Today we had the pleasure of deepen our knowledge of PUMA.

ONE OF THE WORLD’S LEADING SPORTS BRANDS

Passionate about designing, developing, selling and marketing footwear, apparel and accessories. In the course of more than 70 years, PUMA has made history as a creator of fast product designs for the fastest athletes on the planet. The company enhance sports such as football, running and training, golf, basketball and motorsports with performance and sport-inspired lifestyle products. Headquartered in Herzogenaurach, Germany, PUMA’s more than 13,000 employees push sports and culture forward in more than 120 countries.

PUMA IN FIGURES

  • 5.23 BILLION EURO SALES IN 2020
  • 209 MILLION EUROS EBIT IN 2020
  • 14,300 EMPLOYEES
  • 1948 YEAR OF BIRTH

Puma’s MISSION

FOREVER FASTER

Forever Faster is more than being quick. It is Puma’s mantra. It is more than 70 years of fast products for fast athletes. 

STRATEGIC PRIORITIES

The Fastest Sports Brand in the World needs a suitable game plan. Over the past years, we defined eight strategic priorities that will drive our mid-term growth ambitions.

1. BRAND HEAT

They draw from their unique heritage in sports and theri high credibility in the latest lifestyle trends. To stay on this track, Puma strengthen their 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, they have also developed a unique way of working with ambassadors from the worlds of culture and fashion such as Cara Delevingne and Dua Lipa.

2. PRODUCT

PUMA can look back on an extraordinary history full of innovations, designs and products., innovation is at the heart of product design. Puma has introduced some of the industry’s most eye-catching, but also innovative and commercial styles.

3. WOMEN’S

Women are a priority for PUMA. The company 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.

4. DISTRIBUTION

PUMA has continuously improved the quality of its distribution. They remain dedicated to strengthening 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 their 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.  

6. LOCAL RELEVANCE

PUMA focus on ensuring strong local relevance in all of its 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.

7. SUSTAINABILITY

While social, economic and environmental sustainability has always been a core value for PUMA, we want to place an even higher strategic emphasis on this topic with a special focus on increasing the number of sustainable products in our ranges and stronger consumer-facing communication.