Maria Valdes: ”Diversity, equity and inclusion need to be part of the core values of a brand for it to be successful”

SGI Europe: Puma did quite a lot on the product side when it comes to sports shoes dedicated to women. Did you also notice a change in the recognition of women in sports, especially in the last year? 

Maria Valdes: For Puma, we have always and will continue to design products for all genders. We’ve supported and championed athletes over our storied history as a brand, and I am particularly excited about several of the recent product innovations the team has focused on in the past year. At the Women’s World Cup in Australia and New Zealand, one of the most watched sporting events last year, we were the only sports brand to offer our football boots in a fit designed specifically for female feet. We have also designed our Nitro technology running shoes specifically to women’s fit. In Basketball, we launched the first signature shoe in the last decade with one of the world’s best athletes, Breanna Stewart.   

We’ve also created specific apparel collections tailored to our female-identifying consumers. Our Shapeluxe collection and our continued investment in modest activewear and maternity ranges are just a few examples. But our commitment to equality in sports is more than just a product; we are dedicated to supporting athletes in all our categories. We recently announced our partnership with the F1 Academy, which underscores our commitment to shaping the future of women in motorsport, a sport where women have faced significant challenges over time.

How important is the role of a brand in terms of diversity and equality? 

There is no doubt in my mind that diversity, equity and inclusion need to be part of the core values of a brand for it to be successful. For Puma, our brand vision for 75 years has been that everyone who wants to play can play. It sounds quite simple but extremely important to the way we operate as a company. This is reflected in our product creation, partnership portfolios, marketing activations, and our internal corporate culture. From the perspective of women, we proudly work with some of the greatest ambassadors of all time: global superstars likeRihannaandDua Lipa, as well as some of the world’s greatest athletes like Molly Seidel, Breanna Stewart and Eugénie Le Sommer, as well as numerous local talents across various sports. We are committed to pushing sport and culture forward by fostering an inclusive sports landscape where all athletes, regardless of gender, race, or background, have equal opportunities to succeed and be celebrated for their achievements.  

Regarding your company, tell us a bit more about equality and diversity. Do you have dedicated programs? And what about the women-to-men ratio in leadership positions? 

We are proud that we have a 50 percent male/female split across the company, while women hold 43 percent of all global leadership positions and 50 percent on the Board of Management. We ensure that the most talented employees, male, female, transgender, and non-binary alike, work as a team to build our leadership and corporate structure. We have been and continue to be committed to bringing diverse perspectives, experiences and skills to the table, and we will continuously empower aspiring females in their careers at Puma daily. Recently, an external auditor certified our equal remuneration policy in several regions, including Germany. Regardless of how you identify, you will receive the same pay. In 2023, Puma was only the second company in Germany to receive this certification. But our way of thinking and working is not and should not just be limited to gender equality. Our approach to building highly diverse teams fosters creativity and innovation, leading to the development of more effective strategies and solutions. By championing diversity and inclusion at all levels of our organization, we strive to create a workplace where everyone has the opportunity to thrive and succeed.    

You are not only female but also quite young and with a different geographical background in your role as Chief Product Officer in a German-based company. I assume you did a good job overcoming prejudices and inequalities in your professional career. Do you have any advice for other leaders on the topic of supporting diverse teams? 

In my career, I have never questioned whether women can deliver the same performance and results as their counterparts. At Puma, I expect my teams of all genders and backgrounds to create and maintain an environment where diverse teams can thrive and contribute their full potential to the success of our brand. At our headquarters in Germany alone, we have over 80 nationalities represented onsite. We actively seek out different perspectives and foster a culture of respect and belonging. I firmly believe that this is the foundation for our sustainable long-term growth and success as a brand. 

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Find out more about equality and diversity in the sporting goods industry.