At PUMA, we believe that our position as the creative leader in Sportlifestyle gives us the opportunity and the responsibility to contribute to a better world for the generations to come. A better world in our vision—PUMAVision—would be safer, more peaceful, and more creative than the world we know today. The 4Keys is the tool we have developed to help us stay true to PUMAVision, and we use it by constantly asking ourselves if we are being Fair, Honest, Positive, and Creative in everything we do. We believe that by staying true to our values, inspiring the passion and talent of our people, working in sustainable, innovative ways, and doing our best to be Fair, Honest, Positive, and Creative, we will keep on making the products our customers love, and at the same time bring that vision of a better world a little closer every day.

Through the programs of puma.safe (focusing on environmental and social issues), puma.peace (supporting global peace) and puma.creative (supporting artists and creative organizations), we are providing real and practical expressions of this vision and building for ourselves and our stakeholders, among other things, a more sustainable future.

The Sportlifestyle company PUMA has issued its fifth sustainability report, giving an in-depth and transparent view of PUMAVision, the concept that unites PUMA’s corporate social responsibility activities and initiatives, guiding its work, partnerships and engagement worldwide.  

The 121-page document covers the reporting period 2007/2008 and has exclusively been published online for environmental reasons. It details PUMA’s progress to enhance working and social standards in its supply chain, build capacity at its suppliers’ factories, broaden its range of sustainable products and reduce the company’s environmental footprint through the PUMAVision category puma.safe. It furthermore outlines PUMA’s activities in supporting artists and creative organizations through the category puma.creative and its initiatives to support global peace through puma.peace. 

The full report is available online at: http://safe.puma.com/us/en/  

“Our 2007/2008 PUMAVision Sustainability Report is a testament to the fact that we at PUMA do not simply talk about sustainable development, we take action,” said Jochen Zeitz, Chairman and CEO of PUMA. “We are proud of our successes over the years and of our commitment to sustainability and the highest ethical standards, but realize that when it comes to corporate responsibility, there is and will always be room for improvement. Now, more than ever, we are deepening our commitments and dedicating ourselves to a strategy that sees the ‘whole’ as a sum of its parts—our PUMAVision. As we work towards a safer, more peaceful, and more creative world, we will continue to expand our outreach as corporate global citizens beyond the boundaries of business, not only for the benefit of our stakeholders, but for all.” 

 Highlights of the visually appealing document include:  

• A portrait of the concept PUMAVision  
• A transparent description of PUMA’s response to the challenges it faces in its supply chain operations, capacity building projects and brand collaboration initiatives  
• The expansion of PUMA’s range of sustainable products through Fair Trade footballs and apparel from “Cotton Made in Africa”  
• A detailed account of PUMA’s numerous initiatives to protect the environment, including the progress on reaching targets of a 25% reduction of energy and water consumption as well as waste creation for offices by 2010 and decreasing its carbon footprint  
• An outline of PUMA’s worldwide activities in cooperation with the charity organization “Peace One Day” to raise awareness for global peace  
• An account of its sponsorship of the art exhibition 30 Americans to support the work of 31 African-American artists  
• A recap of PUMA’ numerous projects on the African continent

The report has been certified by TÜV Rheinland, which “is confident that PUMA AG operates a meaningful and adequate system to collect, measure, control and steer their sustainability activities and that the PUMA 2007/2008 Sustainability Report presents information and facts that give a realistic impression on the sustainability performance of the company.”  

The Global Reporting Initiative has reconfirmed an A+ rating for the document.  

PUMA’s endeavours to enhance its social and environmental standards are ongoing. The Sportlifestyle company endorses the campaign “Seal the Deal!” led by the United Nations. This campaign aims at strengthening political will and public support for reaching a comprehensive global climate agreement at the Climate Change Conference in Copenhagen, Denmark, in December 2009 to help prevent global warming and further climate change. As a participant in the Carbon Disclosure Project, PUMA is actively working on reducing its direct and indirect climate gas emissions. 

PUMA is committed to working in ways that contribute to the world by supporting creativity, sustainability and peace, and by staying true to the values of being Fair, Honest, Positive and Creative in decisions made and actions taken. The foundation for our activities is PUMAVision—a concept that guides our work with its three core programs, puma.creative, puma.safe and puma.peace. 

PUMA’s Corporate Social Responsibility Program

Expands on Long Legacy of Labor Rights and Environmentalism

puma.safe works to create decent work in decent workplaces

Under this banner, we are bringing together all of our longstanding work on environmental issues and decent work in decent workplaces, and combining it with new initiatives that will drive us to cleaner, greener, safer and more sustainable systems and practices. Imaginative solutions are found in every aspect of production for our Sportlifestyle products, from the sourcing of raw materials through the Cotton Made In Africa campaign, which has seen excellent results for subsistence farmers in Africa, to building the capacity of our suppliers. In addition, transparent and constructive dialogues with stakeholders, supplier partners, and non-governmental organizations (NGOs) such as the Fair Labor Association have ensured that our PUMA Code of Ethics and Code of Conduct are observed, verified and monitored in workplaces worldwide. puma.safe will continue to work toward reducing our carbon footprint, developing new sustainable products, and raising work and production standards worldwide.

Supporting Global Peace

puma.peace supports One Day One Goal matches across the globe

Through the puma.peace program, PUMA continues its support of the United Nations Global Cease-Fire Day and the non-profit organization that inspired it, Peace One Day. PUMA supported the Peace One Day documentary, which was filmed partly in Afghanistan with peace activist Jude Law and screened in major cities around the world including Cannes, London and New York. In 2008, we launched One Day One Goal, a global football movement that celebrated Peace Day with goodwill football matches played around the world, in many cases between communities previously in conflict. In its first year, the One Day One Goal campaign held over 180 peace games. Now in it’s third year puma.peace and One Day One Goal will see  matches played in all 192 UN member states. puma.peace will continue to develop initiatives that promote and support peace across the globe.

Statement from CEO and Chairman, Jochen Zeitz

As a company, if the choice we have is between making the world better or worse, then we believe it is important to do our best to ensure that what we do contributes in a positive way. After all, a better world is better for our business, our stakeholders, and our consumers, not only for today but for tomorrow, too.

For a long time now, PUMA has been engaged in the type of environmental and social initiatives that come under the heading “Corporate Social Responsibility.” As I reflected on our history of engagement and our successes throughout the years, I came to realize that, despite our company-wide commitment to sustainability and the highest ethical standards, there was still room for improvement. Now more than ever, we at PUMA are committed to a strategy that sees the “whole” as a sum of its parts. Based on this tenet, as we move towards a safer, more peaceful, and more creative future, our social engagement—what I call “corporate social opportunity”—will strive to extend beyond the boundaries of business, not only for our stakeholders, but for all of us.

With this in mind, we have redefined PUMA’s core corporate values, identifying those principles that will act as a compass to guide us along our roadmap. These principles are called the 4Keys and come from the heart of PUMAVision—Fair, Honest, Positive and Creative. We have also selected core categories through which we will strategically focus our energy and resources in the future. What we aspire to is a PUMA community defined by these shared principles. fueled by the momentum and energy of our individual and collective passions, and deeply engaged in the world. In essence, what we strive towards is to stay true to PUMAVision—our vision of a better world that will guide our work, our partnerships and our engagements worldwide. Through PUMAVision, our actions, decisions, practices, and processes will be guided by the 4Keys principles of being Fair, Honest, Positive and Creative, translating what we believe in, into meaningful connections with each other and the world around us. As real and practical expressions of PUMAVision, we are also giving a special focus to three core categories that are inspired by our vision of world that is safer, more peaceful and more creative. Through the programs of puma.safe (focusing on environmental and social issues), puma.peace (supporting global peace), and puma.creative (supporting artists and creative organizations), PUMA is bringing together all of our long-standing work in creativity, on environmental issues and on decent work in decent workplaces. Through PUMAVision, we will continue to drive our business towards cleaner, greener, safer and more sustainable systems and practices.

- Jochen Zeitz, CEO and Chairman of PUMA

Supporting Creativity and Culture

puma.creative supports art organizations, artists, projects and exhibitions

Our puma.creative initiatives aim to bring together individual artists and organizations, and provide them with a platform for creative exchange and international exposure. The first puma.creative project was the support of the exhibition “30 Americans” at the Rubell Family Collection in Miami, Florida, during Art Basel Miami Beach 2008. Both Art Basel Miami Beach and the important “30 Americans” exhibition challenged our understanding of the synergy between art and design, music, style, and fashion, and was a perfect fit for the expression of PUMAVision’s creative initiative. The sponsorship of Hussein Chalayan’s retrospective at the Design Museum in London further grounded puma.creative’s serious commitment to supporting art and culture. In London we also sponsored the Central Saint Martins graduate fashion show and subsequent auction benefiting the PUMA Central Saint Martins Bursary Award. puma.creative collaborated with Africa Express hosting a free public music concert in Paris showcasing over 125 artists to an audience of over 16,000 people–also featured on an “Africa Express presents…” CD/DVD. We established and continue to develop the Creative Africa Network (CAN), an online social networking website and cultural directory that enhances, celebrates and honors existing African and Africa-related cultural networks within and beyond the continent. This has expanded to include the CAN Ambassador awards, awarded to 20 individuals in 2009 for dedicated service to the arts, as well as Mobility Grants providing 40 artists with travel opportunities to participate in important cultural activities. As part of our commitment to a more creative world, PUMA will continue to support artists, art projects, and exhibitions globally through puma.creative.