All Puma articles
-
News briefsAdidas reportedly trying to snatch Jamaica Athletics from Puma
Our sister publication SGI USA reported that Adidas is attempting to take over Puma’s long-standing sponsorship of the Jamaica Athletics Administrative Association (JAAA). JAAA has had a long-term partnership with Puma since 2002. The current deal, reportedly worth about $1 million per year, will expire in December 2024. For an ...
-
News briefsPuma Golf strikes exclusive shoe deal with golf pro Viktor Hovland
Puma Golf has sealed an exclusive shoe-only deal with Norwegian golf star Viktor Hovland. Hovland has been wearing Puma’s Ignite Articulate shoe for over a year already, and this formal agreement solidifies the partnership. “I started wearing Puma shoes because I really liked the style and comfort,” shared Hovland. Shoes ...
-
Article“Biggest marketing investment ever”: Puma launches brand campaign
Puma wants to revitalize its brand identity to focus on “athletic excellence.” This is how.
-
News briefsPuma set to launch creative hub in Los Angeles
In a move to strengthen its presence in the US, Puma is gearing up to unveil the Puma Studio in the heart of Hollywood, Los Angeles, in early 2025. The space will serve as a creative hub, bringing together Puma’s design and marketing teams with influential communities and celebrities to ...
-
News briefsPuma unveils 2024 national team kits with sustainability at the core
Source: Puma Puma has launched its latest National Team Home and Away kits for 2024, showcasing designs that pay homage to each nation’s heritage. The Authentic versions boast Puma’s Ultraweave technology, while the replica jerseys are crafted using Puma’s Re:Fibre recycling innovation. Re:Fibre represents Puma’s commitment to ...
-
News briefsPuma pairs with anime
Puma has struck a licensing deal with an anime series, One Piece, and thus presumably with some combination of the Japanese manga artist Eiichiro Oda, the Japanese publishing company Shueisha and the Japanese animation studio Toei Animation, part of the Toei Company. One Piece was recently adapted for live action ...
-
News briefsPuma unveils Jamaican Olympic kits
Puma has unveiled the Jamaican Olympic Association kits at the ISSA Boys & Girls Championships in Kingston, Jamaica. “In their truest form, these kits are an expression of speed. Speed has always been Puma’s vantage point. It is what enables us to see the game differently, challenge convention, and create ...
-
News briefsPuma and Formula 1 unveil their inaugural collaboration collection
Source: Press image Puma and Formula 1 collaborate for their first collection Puma and Formula 1 have joined forces to introduce their first full collaborative collection for Spring/Summer 2024. This comprehensive collaboration marks a significant milestone in motorsport fashion, according to the brands. Inspired by race suit ...
-
ArticlePuma achieves greenhouse gas reduction targets ahead of schedule
Puma has made significant strides in its sustainability efforts, achieving remarkable reductions in greenhouse gas emissions and surpassing climate targets well ahead of their own schedule. Anne-Laure Descours, Chief Sourcing Officer at Puma, expressed pride in the company’s sustainability journey, particularly in reducing greenhouse gases in 2023. She reaffirmed Puma’s ...
-
ArticleMaria Valdes: Diversity, equity and inclusion are core values for a brand’s success
Puma’s Chief Product Officer talks in an exclusive SGI Europe interview about overcoming biases in the sporting goods industry.
-
News briefsPuma loses patent case over Avanti shoe design
Puma has suffered a setback in a patent dispute over a sports shoe associated with Rihanna, according to a press release from the Court of Justice of the European Union. The case revolves around the Avanti trainer design, which Puma’s Dutch wholesaler, Handelsmaatschappij J. Van Hilst (HJVH), sought to patent ...
-
ArticlePuma partners with Google Cloud to enhance online retail experience
Puma has announced a collaboration with Google Cloud aimed at enhancing its online retail operations worldwide. The partnership will leverage Google Cloud’s data, analytics, and AI solutions to optimize the online shopping experience for Puma’s customers. Key aspects of the collaboration include migrating Puma’s e-commerce ecosystem to Google Cloud, which ...
-
News briefsPuma celebrates inspiring women with Shapeluxe collection
Puma has introduced a new training collection to celebrate women who defy expectations, dubbed Shapeluxe. The collection features high performance pieces that are said to seamlessly move with the wearer thanks to Lycra Adaptiv materials. The Shapeluxe collection comprises low support and medium support bras, seamless tights (high waist fit, ...
-
ArticlePuma CEO Arne Freundt: “Puma is the challenger in sports and sports culture”
Puma is facing a crucial year in a difficult market environment. Sharpening the brand profile and raising consumer awareness in two difficult markets is key for the brand in 2024.
-
ArticlePuma expects business headwinds to persist in H1 of 2024
Puma, citing ongoing geopolitical and macroeconomic headwinds and currency fluctuations to continue for at least H1 of 2024, is forecasting mid-single-digit, currency-adjusted sales growth this year and a corresponding operating profit of €620 million to €700 million this year. The predicted Ebit range represents flat to 12.7 percent year-over-year growth ...
-
News briefsBundesliga club RB Leipzig moves from Nike to Puma
The German Bundesliga football club RB Leipzig is changing its kit supplier. The existing contract with US sporting goods supplier Nike, which has been in place since 2014, expires in 2024. From the 2024/25 season, German company Puma will kit out all of RB Leipzig’s men’s, women’s and youth teams. ...
-
News briefsPuma partners with F1 Academy
Puma has unveiled a new partnership with F1 Academy, a female-only racing championship, which will start its second season in early March. Under the terms of the agreement, Puma becomes a key race gear supplier to six F1 Academy drivers. The brand is also making a statement with “one exceptional ...
-
Infographics & DataFull list: Global sporting goods industry stock market performers
How did the sporting goods industry do in 2023? Download our list of the 86 stock-listed sporting goods companies and their results from last year.
-
News briefsMarks & Spencer adds Puma and Reebok to its brand offer
British retailer Marks & Spencer (M&S) has announced that Puma and Reebok are joining The Sports Edit, its dedicated sportswear platform on M&S.com. More than 140 products from the two brands will be added to M&S.com throughout February and March. Reebok will be available on M&S.com from February, with Puma ...
-
News briefsPuma steps into the digital future with Touchtech partnership
Touchtech, a platform renowned for its sales assistance tools, has announced a collaboration with Puma Group. The move reflects Puma’s commitment to digitalization in a rapidly evolving retail landscape. Andres Castro, Team Head of Customer Connectivity at Puma Group, emphasized the importance of digitalization to meeting the evolving needs of ...
