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.
PUMA.Creative and the Channel 4 BRITDOC Foundation have named “The End of the Line” as the winner of the inaugural PUMA.Creative Impact Award. This annual €50,000 award, a first of its kind in the industry, has been launched to identify and honor the documentary film that has made the most significant positive impact on society. “Burma VJ: Reporting from a Closed Country” was unexpectedly awarded a Special Commendation for its social impact, along with a €25,000 prize.
The five finalist films were judged by an elite jury that includes: Majesty Queen Noor of Jordan, Morgan Spurlock (Academy Award-nominated Director of “Super Size Me”), Orlando Bagwell (Director of the JustFilms initiative at the Ford Foundation), Emmanuel Jal (musician and activist), and Loretta Minghella (OBE).
LONDON, ENGLAND - OCTOBER 11: (L-R) Djimon Hounsou, Kimora Lee Simmons Hounsou, Rupert Murray, Claire Lewis, Jochen Zeitz, Her Majesty Queen Noor of Jordan, George Duffield, Christopher Hird and Charles Clover celebrate winning the PUMA.Creative Impact Award at the Mandarin Oriental on October 11, 2011 in London, England. 'The End of the Line won the innaugural award. (Photo by Ian Gavan/Getty Images for Puma) *** Local Caption *** Kimora Lee Simmons Hounsou; Djimon Hounsou; Jochen Zeitz, Her Majesty Queen Noor of Jordan; Rupert Murray; George Duffield, Christopher Hird; Charles Clover
The winning documentary, “The End of the Line” was the first major feature documentary film revealing the impact of overfishing on the world’s oceans and has been widely acclaimed as a wake-up call. Filmed over two years, following investigative reporter Charles Clover, “The End of the Line” provides a firsthand analysis of the effects of our global love affair with fish as food.
Rupert Murray, Director of “The End of the Line” comments, “Documentary filmmakers are unique in that we want to change the world; we want to make things better, which is why it is fantastic to win the PUMA.Creative Impact Award. This is an award that truly understands and recognizes our investment.”
Commenting on the PUMA.Creative Impact Award winner, Jochen Zeitz, CEO Sport & Lifestyle Group and CSO of PPR and Chairman of the Board of PUMA, said, “I would like to congratulate “The End of the Line” on becoming the first winner of the PUMA.Creative Impact Award. At PUMA, we believe that corporations have a responsibility and opportunity to contribute to a better world for generations to come. Positive change only happens if people do something. Documentary film is such an influential medium because it allows the public to emotionally connect with the subject matter. We hope that with the PUMA.Creative Impact award we can help to inspire positive change in the world.”
LONDON, ENGLAND - OCTOBER 11: Anders Ostergaard; Mr Joshua, Jochen Zeitz, Her Majesty Queen Noor of Jordan, Lise Lense-Moller, Djimon Hounsou and Aung Thwin celebrate after being awarded the Special Jury Cammendation for 'Burma VJ' during the PUMA.Creative Impact Award at the Mandarin Oriental on October 11, 2011 in London, England. (Photo by Ian Gavan/Getty Images for Puma) *** Local Caption *** Anders Ostergaard; Mr Joshua; Jochen Zeitz; Her Majesty Queen Noor of Jordan; Lise Lense-Moller; Djimon Hounsou; Aung Thwin
“Burma VJ: Reporting from a Closed Country” was honored with a Special Commendation by the jury for its unique approach to documenting and broadcasting the Burma monks uprising against the military regime in September 2007 at a time when all foreign media were banned from the country. The bravery of the filmmakers has inspired a new generation of VJs (Video Journalist) and independent journalists within Burma.
The PUMA.Creative Impact Award is one of six awards and programmes made possible through a partnership between PUMA.Creative and Channel 4 BRITDOC Foundation.
For more information regarding: The PUMA.Creative Impact Award, visit: www.britdoc.org/impactaward.
For press materials/images, visit: http://puma.digitalnewsagency.com.
An in-depth programme about the finalist films and the PUMA.Creative Impact Award will be broadcasted on Current TV on Saturday 22nd October: UK (9pm GMT and US 6pm EST).
Shown here is the the 2011 PUMA.Creative Impact Award itself
The 2011 PUMA.Creative Impact Award Gala will be held on October 11th in London at the Mandarin Oriental, England. This award celebrates documentary film’s crucial and profound role in creating awareness of key environmental and social issues in society. This €50,000 award will honor the film that has had the most significant positive impact. The final five films are: The Age of Stupid, Burma VJ, The End of the Line, Trouble the Water, and The Reckoning: The Battle for the International Criminal Court
A group of elite judges, from the worlds of film, the arts, academia, social change and journalism, convened and determined the winning film. They are Morgan Spurlock, director of Super Size Me, Her Majesty Queen Noor of Jordan, director of the Ford Foundation’s JustFilms Orlando Bagwell, activist and musican Emmanuel Jay, and Christian Aid CEO Loretta Minghella. Their decision will be revealed on the evening of October 11th. In the meantime, here is what the judges had to say about documentary film, and the incredible finalists they deliberated over:
Morgan Spurlock, Academy Award-nominated director of Super Size Me:
“I think that just the whole creation of the PUMA.Creative Impact Award and recognizing that films actually do make a difference, is important. There are so many films over the years that have had such a positive impact, and to recognize that movies can create change; that they can create awareness; that they can create a movement behind an idea, I think is important.”
“These (five finalist films) are films that have gone out around the world that have created millions of eyeballs of awareness in countries that never would have seen these films, or gotten people engaged in dialogue. (The documentaries) got them to support the change, to become a part of a movement; and now more than ever we need movies like this.”
“There’s something inspiring about these films, because they empower something in you as a viewer. You walk out of these movies and you want to go do something. You don’t just want to be a passer-by anymore; you don’t want to be apathetic; it really does force you to get involved.”
Her Majesty Queen Noor of Jordan:
“I think that where the issues are concerned of critical importance to the welfare of individuals and communities and our larger world, there is probably no more under-utilised and more valuable tool than the documentary film. People respond to images and to stories in ways that no amount of lectures and dry information can possibly equal in terms of the impact.”
“I think it’s excellent that the PUMA.Creative Impact Award is focusing not only on the craft skills of the filmmakers, but also the impact on society and the quality of the film, because that will be taking the consideration of the documentary films perhaps to another level.”
Orlando Bagwell, director of the Ford Foundation’s JustFilms Initiative:
“This award is really about how do you take advantage of that moment and create impact. And I think if you’re going to spend that much time making a story and working on a film for the amount of time and effort it takes to do a good job, you want to make sure that it’s going, in some way, have an impact on people’s lives, and to have the ability to possibly change people’s lives and the conditions of their lives.”
Emmanuel Jal, musician and activist:
“A lot of these films have changed me personally when I look at them, and if you look at how the film industry has played in creating awareness about genocide, about things happening and stopping governments from violating human rights, so you can see films have been used to create awareness, and focus a light in a specific issue and help it stop.”
“We as human beings have been raised by stories being told. A long time ago the stories of wars or the stories of destruction are painted through pictures of what happened. Nowadays we are lucky, we can actually capture the events in a film and show them to people.
Loretta Minghella, CEO of Christian Aid:
“Each one of these films collides with our understanding of the subject. It shakes us out of the picture that we had. It takes us somewhere else. It makes us want to make a change. Each one of these films makes us want to make a change in our lives. And I think documentary at its best, it changes minds and it opens hearts. And that’s what I think is the power of a great film.”
PUMA is proud to present the works of 7 international filmmakers as open content to be shown at the World Peace Festival 2011.
“peace starts with me” is a new annual PUMA.Peace commission. This year seven international artists and filmmakers create original works. Curated by PUMA.Creative Chief Curator, Mark Coetzee, and produced by Shooting People, these films encompass a diverse range of styles; including 35mm live action, experimental animation and fine art. Conceived as 30 to 90 second films to facilitate online as well as live screenings, the works are based on the idea that “peace starts with me”. PUMA.Peace commissioned these films under an agreement with the artists that they can openly be downloaded and shown, without any fees, thus acting as ongoing tools for peace—for all. The filmmakers range from world-renowned award-winning artists, to recent graduates; all were selected for the quality and scope of their work and their sensitivity in interpreting this year’s theme.
“The goal of our PUMA.Peace initiative is to create programs that foster a more peaceful world than the one we live in today,” said Jochen Zeitz CEO of the Sport & Lifestyle Group, PPR, Paris, France. “Each of us can make a difference in this world as individuals, as corporations and through strategic partnerships. Moreover, at PUMA we feel that we are uniquely positioned to contribute to making the world a better place for generations to come.”
Magali Charrier
Magali Charrier is an experimental filmmaker and animator and a graduate from the Royal College of Art in 2010. She juxtaposes live action and animation to investigate the moving body and its failings.
“Peace starts with me. Here. My body.
Through fragmentation and dislocation, this film
explores the body as a place where inner conflicts
and tensions are played out. A frenetic collage
gives way to a more serene version of the body.
Peace comes as a sudden breath born out of chaos.”
Tom Gran and Kayleigh Gibbons graduated from the University of the West of England in 2010. Their first film Scunner premiered at Encounters Film Festival and was screened throughout the world. This is their second project together.
“For us, peace is about letting go. We all have the
potential to destroy each other and our resistance
to letting go of our defenses makes confl ict
much more dangerous. Our film follows a society
of living threads as they desperately support
hundreds of bladed objects in mid-air.”
Educated at Goldsmiths and the Royal College of Art, Hattler has made over 20 moving image works and has shown at exhibitions and film festivals worldwide, winning many awards.
“My film is about mirroring and feedback—
abstract patterns and shapes fill the two sides
of the screen, taking us on a journey from
disharmony to peace. Conceptually, it’s about how
violence breeds violence and love breeds love. Only
by turning the other cheek can we bring about
change, understanding and peace.”
Christine Molloy and Joe Lawlor studied theatre at Dartington College of Arts. Over the years their films have screened extensively around the world including screenings at Telluride, Rotterdam, London, Sydney, Thessaloniki, Edinburgh, Hong Kong, Singapore, Pusan, Durban and Morelia.
“Our film is a portrait of a community, united in a
celebration of peace. What starts as one individual
ends in a large and spectacular group portrait,
with people from all backgrounds standing
together and sharing a moment of tranquility.
Peace starts with me and gradually expands to
include everyone. We are all connected.”
Japanese-born Noriko Okaku studied at the Chelsea College of Art and Design, and the Royal College of Art. Her art ranges from audiovisual work, to performance and experimental animation. She has had solo exhibitions in galleries in Japan and Europe.
“Peace is always in your life, if you look for it. In
my film, the word peace is concealed within an
abstract landscape—at times clearly discernible, at
others hidden. The film is meant to seem chaotic.
Like the principles of Yin and Yang, positive and
negative, peace exists within chaos and vice versa.”
Jacco Olivier lives and works in Amsterdam, where he studied at the Rijksakademie. He is represented by the Victoria Miro Gallery in London; the Marianne Boesky gallery in New York; the Thomas Schulte Gallery in Berlin, and Ron Mandos Gallery in Amsterdam. His work has been exhibited extensively worldwide since 2003.
“My film is an abstract visualization of the feelings
and imagery that haunt me in the transitional
space between sleep and wakefulness. I am a slow
starter—every morning, before I can approach the
world worry-free and open-minded, I need to first
drain the negative. Only then am I happy and at
peace with myself.”
Bill Porter grew up on the isolated, wind-swept coast of North Cornwall. Since graduating from the Royal College of Art, in 2008, he now works as an animator/director in London and has screened at various animation festivals and galleries around the world.
“Two fighters face one another in the ring, surrounded
by spectators in masquerade. The bell sounds and the
fighters jump into action. The spectators become more
and more frenzied as the blows get harder and the
fighters less guarded. Finally they peak and, exhausted,
slump into one another—a moment of peace.”
Marmo is the face of PUMA’s newly-launched youth ocean conservation campaign and joins the PUMA Volvo Ocean Racing team in their intrepid adventure as the mascot and 13th crew member. Marmo, a strong, smart sea creature, draws his identity from PUMA’s boat, the magnificent Mar Mostro.
Marmo will star in an illustrated children’s book – “Marmo Saves Our Seas” – created by PUMA to educate children and their families about the importance of preserving the wonders of the oceans. Marmo tells the story in a way that is captivating, fun and easily understandable for young children. Throughout his journey he encounters several issues including non-sustainable fishing practices and plastics in the ocean. He explains what small changes we can make in our lives – like giving up plastic bags – to better the world’s oceans and aquatic life. The book will be available in seven different languages (English, French, Spanish, Mandarin, Arabic, Portuguese and Brazilian Portuguese).
As the Mar Mostro makes its epic journey around the world in the 2011-2012 Volvo Ocean Race (VOR), Marmo will be featured in an online marine conservation education programme, relaying his experiences at www.puma.com. Children and their families will be able to track Marmo’s adventure with the PUMA boat crew, learning about marine issues, habitats and sea creatures along the race route. Educational games and quizzes about ocean conservation will also be available online.
Marmo will spend time with children and their families at each VOR stopover port. He will make guest appearances at the PUMA Quad in race village, as well as local aquariums and schools for story-time readings of his book. Marmo will host a range of fun, ocean conservation education games and activities for young children, and will lead events to encourage recycling drives and beach clean-ups.
Finally, young Marmo fans can bring their favourite aquatic superhero with them through an exclusive capsule children’s collection made from sustainable materials.
PUMA announced its new partnership with the South African Football Association on Tuesday, June 7th in Johannesburg. PUMA has become the official technical supplier to the SAFA, effective immediately and lasting beyond the next two FIFA World Cups. PUMA will provide the official playing kits for all associated South African teams, including the National ‘A’, Youth and Women’s teams. PUMA is also SAFA’s official partner in relation to replica kits, fanwear and other merchandise. The South African National A team will first wear the new PUMA kit during their next fixture scheduled for the 10th August (opponents to be confirmed).
South African captain Stephen Pienaar along with Siphiwe Tshabalala, Renielwe Letsholonyane, Kagisho Dikgacoi, Darren Keet and Katlego Mphela, were on hand for the launch of the new PUMA South Africa kit. In line with PUMA’s CSR commitment to Africa, all proceeds from replica home shirts sales will be donated to the SOS Children Villages in South Africa, a cause designated by the South African Football Association.
Stephen Pienaar and members of the South African Football team launch the new PUMA partnership and kit in Johannesburg
Featuring the very latest innovations of PUMA technology, the kit incorporates performance enhancing fabric through moisture wicking properties, mesh inserts on the side for improved ventilation and embossed fabric to enhance the optical appearance. The shirt will also feature both the Protea and SAFA badges.
Christian Voigt, Senior Head of Global Sports Marketing at PUMA said “We are delighted to enter into this new partnership with the South African Football Association. PUMA has a longstanding commitment to Africa and African football, and this new relationship further underlines our continuing investment in the continent. In partnering with the South African Football Association, we are proud to have added another great asset to our sports marketing portfolio, and we look forward to a long and successful relationship.”
Kirsten Nematandani, President of the South African Football Association said, “To announce this new commercial relationship with PUMA is a great privilege for us, and we are very happy to have secured this deal. PUMA’s presence in African football really speaks for itself, and they were the most desirable company for us to align ourselves with. Their technical innovation and excellence is of course important, but more so is the heritage and support they have demonstrated for this continent over a number of years. They are the perfect partner as we strive to grow the profile of football in South Africa in the years to come.”
South Africa will become the twelfth current African international team to be currently outfitted by PUMA, the German company is also supplying the Orange African Cup of Nations champions Egypt, Ghana, Ivory Coast, Cameroon, Algeria, Senegal, Morocco, Togo, Burkina Faso, Malawi and Namibia.
As part of the brand’s commitment to Africa, PUMA continues to support a number of grass roots and charitable initiatives across the continent. In 2010, the sportlifestyle brand launched the Africa Unity kit – the official FIFA sanctioned third kit of all PUMA sponsored African national football teams, with proceeds from global sales supporting biodiversity causes in Africa. Later the same year, 10,000 durable footballs were delivered to various football projects across a number of West African countries. PUMA was also the official sponsor and fanwear supplier of the 2010 Orange African Cup of Nations in Angola. In 2009, PUMA incorporated the use of sustainable cotton sources from Africa into its product ranges, supporting the Aid by Trade Foundation’s ‘Cotton Made in Africa’ initiative, developed to improve the living conditions of African cotton farmers and promote environmentally responsible farming practices.
With the announcement of initial results from the developing Environmental Profit & Loss Account (E P&L), the Sportlifestyle company PUMA and the PPR Group’s sustainability initiative, PPR HOME, have disclosed that raw material production accounts for the highest relative impacts of Greenhouse Gas Emissions (GHG) and Water Consumption within PUMA’s operations and supply chain. As the first company to provide such details, PUMA has published an economic valuation of the environmental impacts caused by GHG emissions and water consumption along its value chain. Ultimately, PUMA’s undertaking will see the inclusion of further environmental key performance indicators in Stage 1, followed by social and economic impacts in later stages of development.
As part of PUMA’s long-term sustainability plan, the analysis was commissioned in recognition that producing and selling PUMA products has a wide impact along the entire supply chain. By identifying the most significant environmental impacts, PUMA will develop solutions to address these issues, consequently minimizing both business risks and environmental effects. PUMA’s E P&L statement provides an unprecedented and detailed level of understanding, sets a new benchmark in corporate environmental reporting and will hopefully serve as a catalyst for others to join an industry-wide engagement.
Results from PUMA’s Environmental Profit and Loss
The first results of PUMA’s E P&L have revealed that the direct ecological impact of PUMA’s operations translates to the equivalent of €7.2 million of the overall impact valuation. An additional €87.2 million falls upon four tiers along the supply chain. In total, this leads to an overall environmental impact of GHG and Water Consumption of PUMA’s operations and the supply chain of €94.4 million. By putting a monetary value on the environmental impacts, PUMA is preparing for potential future legislation such as disclosure requirements. These costs will serve as a metric for the company when aiming to mitigate the footprint of PUMA’s operations and all supply chain levels and will not affect PUMA’s net earnings.
“The E P&L statement is a milestone in PUMA’s mission to become the most desirable and sustainable Sportlifestyle company in the world. It is an essential tool and a shift in how companies can and should account for and, ultimately, integrate into business models the true costs of their reliance on ecosystem services and PPR HOME will encourage and collaborate with the industry to adopt this tool,” said Jochen Zeitz, Chairman and CEO of PUMA and Chief Sustainability Officer PPR. “Gaining a better understanding of the source of the natural goods and services PUMA relies on and the declining availability of the basic resources required for our business growth, will help PUMA build a more resilient and sustainable business model and ultimately better manage its impacts on the environment.”
PUMA was a proud winner at the Conde Nast Traveller 2011 Innovation and Design Awards held at the St Pancras Renaissance Marriott Hotel in London on May 10. The awards were created to honor the best in innovative design and thinking and recognize achievements in a wide variety of categories. The winners were selected by Traveller readers based on nominations by a team of experts.
Clever Little Bag
PUMA’s Clever Little Bag, a revolutionary new packaging design, was selected as the best design in the Sustainability category. Yves Béhar, founder of fuseproject, was also recognized as Designer of the Year, for his contribution to the Clever Little Bag Creation. The Clever Little Bag is PUMA’s answer to the traditional shoebox. It uses 65% less paper to make and reduces water, energy, and diesel consumption during manufacturing by over 60% a year. In addition, it reduces our carbon emissions by 10,000 tons a year.
Designer of the Year Yves Behar with Sir Terence Conran (photo by Dave M. Bennet/GETTY)
Award presenter Sir Terence Conran was so moved by PUMA’s commitment to the environment that he said “PUMA should receive a nobel prize for all of their sustainability efforts”.
To find out more about the Clever Little Bag and other packaging initiatives, check out puma.com/cleverlittlebag
PPR Group, of which PUMA is proud to be a prt, launched PPR HOME to take Sustainability efforts to a new level.
“I am very excited about the launch of PPR HOME today. It would be wonderful for PUMA to support and help accelerate our sustainability program,” said Jochen Zeitz.
PPR HOME will guide PPR’s contribution to a better world through novel, more sustainable approaches to business that capture our imagination, influence our lifestyles and inspire others to follow…for the long run.
With the launch of PPR HOME, the Group is committing to lessen its impact on the environment, taking responsibility and proactive steps to implement more sustainable business practices. PPR HOME moves beyond the conventional CSR approach and promotes a new business paradigm whereby the attainment of sustainability is driving creativity and innovation, and vice versa, to build businesses that deliver financial, social and environmental returns for the long run.
PPR HOME will principally operate through three different funding modalities including internal initiatives, non-profit initiatives and for-profit investments. It centers on four interconnected programs to define its activities and succeed in its mission: Leadership, Humanity, Ecology and Creativity.
François-Henri Pinault encourages all of us to be active participants: “As a global leader, the PPR Group aspires to champion and lead this corporate paradigm shift towards a truly proactive approach to the world’s growing sustainability challenge. It is essential for each and every one of us in the PPR Group to become advocates, activists and true champions on our journey. Through our uniting under PPR HOME, the PPR Group will meet this challenge.”
If you would like to find out more about PPR HOME, visit www.ppr.com
This past Sunday, PUMA supported Actor Josh Duhamel and the American Red Cross as part of the actor’s Relief Run for Japan which took place in Santa Monica. Hundreds of kids and celebs came to join Duhamel and his wife, Fergie, who also celebrated her birthday on Sunday, and participated in a two mile run to support the cause. Duhamel, who has been an advocate for the America Red Cross since last year, was decked out in PUMA, including red and white PUMA Faas 500s, as he lead the Los Angeles kids, adults, and celebrities on the charity run. PUMA North America will be donating shoes to the American Red Cross for the victims of Japan’s earthquake.
PUMA, as well as the rest of the PPR family, has been deeply affected by the natural disasters in Japan. PUMA and the rest of the PPR Luxury Group brands are donating a combined 2 million Euros to the French Red Cross, who has been working alongside the Japanese Red Cross to face the aftermath of the disasters.
As the dramatic situation in Japan continues, PUMA has gotten together with PPR and the other brands from the PPR Luxury Group to offer emergency financial support. To address the ongoing situation and problems faced by the earthquake and tsunami victims in Japan the PPR Luxury Group brands will make a combined donation of 2 million Euros. PPR will make the donation via the French Red Cross, which is already present and working together with the Japanese Red Cross in the affected areas. For more information please visit http://www.ppr.com/
You can help too, by donating money via a wire transfer to Charity Cat, an organization run by PUMA employees, which will be raising funds to support disaster relief through March 31st, 2001. At the end of March, Charity Cat will donate the funds raised through a charitable organization on the ground in Japan, which will be chosen in cooperation with our employees in Japan to ensure that the aid reaches those in need.
