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 PUMA Lacelet Lounge at THE LIFT made a special appearance at the 2010 Sundance Film Festival. Between January 22 and 26, celebrities got the opportunity to design and create their own PUMA Lacelets. PUMA Lacelets are collectable shoelaces featuring patterns from world-renowned artist Kehinde Wiley that can be used in the traditional sense or to create a variety of unique designs.  PUMA and United Nations Environment Program (UNEP) announced the ‘Play for Life’ partnership earlier this month to support the 2010 International Year of Biodiversity by raising awareness about habitat and species conservation and specific initiatives in Africa for 2010.  The celebrity designed Lacelets will be auctioned off to support biodiversity programs worldwide, through the help of UNEP.   In addition, PUMA will be making a further donation to these programs in the names of those who attended the festival…

Puma Unveils World’s First Continental Football Kit to Support this Global Cause

NAIROBI, KENYA / HERZOGENAURACH, GERMANY (6 January 2010) – PUMA and the United Nations Environment Programme (UNEP) were joined today by the Indomitable Lions –Cameroon’s national football team – with team captain Samuel Eto’o, to announce a strategic partnership to support biodiversity worldwide and specific initiatives in Africa.

The ‘Play for Life’ partnership will support the 2010 International Year of Biodiversity by raising awareness about habitat and species conservation among football fans and the general public during worldwide football events, including the Orange Cup of African Nations in Angola later this month and international friendly games leading up to the FIFA World Cup 2010 in South Africa. With 12 African football team sponsorships to its name and a history of innovation with Africa, PUMA is uniquely positioned to help drive this effort with UNEP.

The International Year of Biodiversity (IYB) is a global initiative launched by the United Nations for 2010 to help raise awareness on the importance of biodiversity and to encourage worldwide action to conserve plants and animals and the environments in which they live. The ‘Play for Life’ campaign focuses on Africa, a continent that hosts exceptional biodiversity including two of the five most important wilderness areas on Earth – the Congo Basin, and Miombo-Mopane Woodlands and Savannas of Southern Africa. Nine of the planet’s 35 Biodiversity hotspots, the richest and most threatened reservoirs of plant and animal life on Earth, are also in Africa. To read more about Biodiversity click here Read more

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.

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.