Sports company PUMA continued to implement its FOREVER. BETTER. sustainability strategy and worked towards finalising the 10FOR25 sustainability targets at the end of 2025. We also prepared our first sustainability statement in line with the CSRD and published our new Vision 2030 sustainability targets.

Nine out of ten PUMA products globally on average were made with a significant part of recycled or certified materials in 2024. Thus, we almost hit our 2025 product target one year ahead of schedule.

In Circularity, we achieved our target of 75% recycled polyester. 25% of all materials used at PUMA were made from recycled content. In parallel, we expanded our product take-back initiative to PUMA stores in Germany, France and India, complementing our existing take back systems in the USA, China/Hong Kong, and Australia. We scaled up ourRE:FIBREinitiative, using textile-to-textile recycled polyester in the replica jerseys of all football federations and most major football clubs. This means that we sold millions of football jerseys made from recycled textile waste.

With regards to Climate Action, we continued to implement our 1.5°C aligned science-based greenhouse gas reduction target. Our offices, stores, and warehouses are powered with 100% green electricity, including the purchase of Renewable Energy Certificates (RECs). The percentage of electric cars in our global fleet increased from 35% to 45%. Additionally, we added 2.8 Megawatthoursof solar capacity at our headquarters in Herzogenaurach and our distribution centre in Geiselwind, Germany. We signed our first-ever green power purchase agreement in Argentina, ensuring the only factory owned and operated by PUMA is powered with 100% green electricity.

We decreased our absolute Scope 3 emissions from the category purchased goods and services by 17% between 2017 and 2024 and our core suppliers used 27% renewable energy. The reduction of our Scope 3 emissions is complemented by opting for raw materials that are less carbon intensive.
Our sustainability efforts continued to be recognised in several external rankings and recognitions. In 2024, PUMA's sustainability efforts for climate, water security and forests received A and A- ratings respectively from CDP. Once again, PUMA was included in the FTSE4Good Index Series and maintained its triple A rating from MSCI and prime rating from ISS. PUMA also had the highest score among all sports brands in the S&P Corporate Sustainability Assessment and was listed in their Sustainability Yearbook.

Since 2023, we have our Voices of a RE:GENERATION initiative, empowering a group of young Voices to help PUMA engage and better communicate sustainability topics to the younger generation and identify key areas for improvement in our sustainability strategy. As such, the Voices of a RE:GENERATION have a seat at the table alongside other leading stakeholders. This group of young people consists of India-based climate activistAishwarya Sharma, the USA-based upcyclerAndrew Burgess, Germany-based sustainable and healthy living vloggerLuke Jaque-Rodneyand France-based visual artist and creative consultantJade Roche.

Voices of a RE:GENERATION: Andrew Burgess, Jade Roche, Luke Jaque-Rodney and Aishwarya Sharma (from left to right)

To date, the Voices have met several times with key players at PUMA to discuss the brand’s progress and challenges surrounding its FOREVER. BETTER. sustainability strategy. They participated in the double materiality assessment, giving input into what will shape our Vision 2030 sustainability action plans.

So far, the Voices were involved in the production of PUMA’sRE:GEN Reports, a podcast series which clearly explains PUMA’s sustainability strategy and progress towards its targets to younger audiences. The Voices have also partnered with PUMA to produceRE:HACKSandRE:LABELseries. While RE:HACKS introduce a social content series sharing tips with consumers on how to care for and extend the lifespan of clothing and sneakers, RE:LABEL creates awareness on often-overlooked symbols and care labels on products, to help consumers keep their clothing for longer, while reducing damage and waste.

We also introduced#KNOWYOURSTUFFin 2024, a seven-episode video series where Aishwarya Sharma translates sustainability in a way that engages the next generation. She conducted interviews with PUMA and sustainability experts in episodes on leather and leather alternatives, which are common materials found in our footwear.

In 2024, following visits of our Voices to our manufacturers in Asia, we launched the documentaries and short films. InStitch + SpiceLuke Jaque-Rodney tells the stories of the people who make PUMA’s products, giving a glimpse of what goes on behind the factory door. InMade in VietnamandMade inBangladeshJade Roche explains how our products are made, whilst sparking conversations and reshaping our perceptions on apparel and shoe production.

As part of PUMA’s commitment to increase transparency and engage the next generation to become more aware about sustainability topics, we initiated PUMA’s new podcast series,Green Flags, which make sustainability interesting and relatable. In this five-part series, Man United captain, Maya Le Tissier, was joined by fashion and lifestyle Guru Oli Bromfield and pro-footballer turned content creator Moses Duckrell, as they discussed their own actions on sustainability and competed for the Green Flag Award.
There is only one Forever – let’s make it Better!