PUMA, a renowned global leader in sportswear and athletic footwear, has increasingly integrated sustainability into the fabric of its business model. Under its FOREVER. BETTER. framework, the company has set clear and actionable targets that address key environmental, social, and governance (ESG) issues, from reducing carbon emissions to promoting social equity across its value chain. PUMA’s commitment to sustainability not only aligns with the Paris Agreement but also represents a transformative shift in the fashion and sportswear industries, where traditionally, environmental concerns have often taken a backseat to style and performance.
With its 10FOR25 sustainability goals, PUMA has made significant progress in various domains, including climate action, circularity, and biodiversity. The company’s approach to integrating sustainable practices throughout its supply chain, product design, and customer experience reflects a growing awareness within the industry about the need for sustainable innovation and accountable corporate practices.
Sustainability Strategy and Goals
PUMA’s sustainability strategy is built around the principles of climate responsibility, circularity, social equity, and supply chain transparency. These core pillars ensure that the company balances its environmental footprint with its commitment to social good.
Carbon Neutrality and Emissions Reduction
Achieving carbon neutrality is one of PUMA’s most ambitious goals. The company’s climate strategy focuses on reducing its Scope 1, 2, and 3 emissions and includes specific targets for achieving net-zero emissions by 2050.
Key Initiatives:
- Scope 1 & 2 Emissions Reduction: PUMA has set a target of reducing 90% of its Scope 1 and 2 emissions by 2030 compared to a 2017 baseline. Scope 1 includes direct emissions from company-owned facilities, while Scope 2 covers indirect emissions from purchased energy.
- Scope 3 Emissions: These account for emissions generated throughout the value chain, including production, materials sourcing, and transportation. PUMA aims to reduce Scope 3 emissions by 33% by 2030. Achieving these targets requires the company to collaborate closely with suppliers, logistics partners, and consumers to create a sustainable value chain.
Achievements:
- Renewable Energy Transition: In 2022, PUMA achieved 100% renewable energy usage in its direct operations, in alignment with the RE100 initiative. The shift to renewable energy has played a significant role in reducing its operational carbon footprint.
- Climate Action and Carbon Offsetting: In its effort to reach carbon neutrality, PUMA has invested in carbon offset programs, supporting projects focused on renewable energy, forestation, and methane capture
Circular Economy and Sustainable Product Innovation
PUMA is leading the charge in transitioning to a circular economy within the sportswear industry. By integrating circularity into its product design, manufacturing, and end-of-life processes, PUMA aims to create products that can be recycled, reused, or repurposed.
Key Initiatives:
- Circular Hub: PUMA’s Circular Hub in Italy is a facility designed to minimize waste and maximize the potential for reusing materials throughout the product lifecycle. This innovation helps to close the loop on materials and reduces the need for virgin resources.
- Product Resale: PUMA has initiated trials with resale platforms and is exploring partnerships to introduce second-hand market models. This approach will allow the brand to extend the lifecycle of its products and reduce the impact of “fast fashion” in the sportswear segment.
- Sustainable Materials: PUMA is increasing the share of sustainable materials in its products. In 2023, the company sourced 85% more sustainable polyester, with 61.8% of the polyester being recycled. Similarly, 99.2% of the cotton used was sourced sustainably, mainly through the Better Cotton Initiative (BCI)
Achievements:
- Denim Project: PUMA’s Denim Project is a key example of how circularity can be integrated into fashion design. The project, which uses regenerative cotton and recycled fibers, was awarded the Ellen MacArthur Foundation Circular Economy Award for its significant contribution to sustainable fashion.
- PUMA x Circulose® Partnership: The collaboration with Circulose® brings recycled textiles back into the manufacturing process, allowing PUMA to use recycled materials that were once considered waste.
Water Stewardship
Water scarcity is a significant challenge for industries like fashion, where the supply chain and product creation process often require vast amounts of water. PUMA has set clear goals to reduce water consumption in both its manufacturing operations and supply chain.
Key Initiatives:
- Water Efficiency Programs: PUMA has implemented several initiatives to improve water use efficiency across its supply chain. The company has invested in water recycling systems at its key manufacturing sites, significantly reducing freshwater consumption.
- Water Risk Assessment: PUMA conducts water risk assessments across its value chain, ensuring that water use is optimized and that water management practices are implemented in areas with water scarcity.
Achievements:
- Water Savings: Between 2019 and 2023, PUMA successfully saved 2.4 million cubic meters of water through various water management initiatives, contributing to its goal of reducing water consumption across its operations.
Social Impact and Human Rights
PUMA has made substantial progress in integrating social responsibility into its sustainability framework. The company places a strong emphasis on human rights, gender equality, and fair wages for workers across its supply chain.
Key Initiatives:
- Fair Labor Practices: PUMA continues to ensure that its products are made under fair working conditions. The company’s social compliance programs have been accredited by the Fair Labor Association since 2007, ensuring that workers receive fair wages and are treated with respect.
- Gucci Changemakers: This initiative allows all PUMA employees to dedicate paid leave to volunteer and make a positive impact in local communities, contributing to the company’s goal of fostering diversity and inclusion within its workforce and society at large.
Achievements:
- PUMA’s gender equality initiatives have resulted in over 50% of women occupying leadership roles within the company’s global operations, further cementing its commitment to diversity and inclusion (annual-report.puma.com).
Measurable Impacts
PUMA’s sustainability efforts are reflected in tangible results:
- Carbon Emissions Reduction: PUMA has achieved a 24% reduction in Scope 1, 2, and 3 emissions in 2023, surpassing many of its competitors in the sportswear sector.
- Sustainable Materials: In 2023, 85% more sustainable polyester was used, with 61.8% recycled polyester. Additionally, 99% of cotton was sourced sustainably, driving PUMA closer to its sustainability targets.
- Water Conservation: By implementing water-saving initiatives, PUMA saved 2.4 million cubic meters of water in its operations between 2019 and 2023.
Competitor Comparison
PUMA’s sustainability efforts are competitive with, and in some areas ahead of, other key players in the sportswear industry, such as Nike, Adidas, and Under Armour.
PUMA vs Nike:
- Nike has committed to achieving net-zero emissions by 2050 and has taken significant steps toward sustainability, including 100% renewable energy in its global operations. However, PUMA’s 10FOR25 goals and rapid progress on Scope 3 emissions place it ahead in terms of supply chain collaboration and material sourcing.
PUMA vs Adidas:
- Adidas has set bold goals to use 100% recycled polyester in its products by 2024. While Adidas’ sustainability targets are ambitious, PUMA’s Circular Hub and water-saving initiatives demonstrate a strong commitment to circularity and sustainable materials that complement Adidas’ approach.
PUMA vs Under Armour:
- Under Armour has made progress in sustainability but lacks the same level of transparency and circular economy initiatives as PUMA, such as its Circular Hub and Denim Project, which have positioned PUMA as a leader in circular design within the sportswear market.
PUMA’s sustainability journey is a model of how a global brand can lead with environmental responsibility, social equity, and circularity. The company’s ambitious goals, paired with measurable achievements, show that it is on the right path to becoming a sustainable leader in the sportswear industry. While challenges remain, particularly in Scope 3 emissions, PUMA’s focus on innovation, collaboration, and transparency sets it apart as a frontrunner in the fashion sustainability revolution.
PUMA’s proactive approach to climate action, supply chain sustainability, and social impact makes it a benchmark for the industry, and its 10FOR25 targets ensure that the company’s journey towards sustainability will continue to evolve and inspire.
Sources
- https://annual-report.puma.com/2023/en/sustainability/climate/index.html
- https://annual-report.puma.com/2023/en/sustainability/circularity/index.html
- https://annual-report.puma.com/2023/en/sustainability/products/index.html
- https://annual-report.puma.com/2023/en/sustainability/environment/index.html
- https://annual-report.puma.com/2023/en/sustainability/biodiversity/index.html
- https://about.puma.com/en/sustainability/our-targets
- https://about.puma.com/en/sustainability/environment/climate
- https://about.puma.com/en/sustainability/environment
- https://about.puma.com/en/sustainability/reporting
- https://about.puma.com/en/sustainability/our-targets
- https://about.puma.com/en/sustainability/environment/climate
- https://about.puma.com/en/sustainability/environment/climate
- https://about.puma.com/en/sustainability/environment/climate
