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PUMA at a Glance

PUMA has the long-term mission of becoming the most desirable Sportlifestyle company. The aim of Phase IV of PUMA’s long-term oriented business plan, which was launched in 2006, is to reinforce its position as one of the leading multi-category Sportlifestyle brands.We will achieve our goals by continuing to do what we have always done – harnessing our resources and experiences to provide our consumers with innovative products that successfully fuse the creative influences from the world of sport, lifestyle and fashion.

Brand Strategy

The brand is focusing on bringing distinctive designs and a global outlook to each product range by blending influences of sport, lifestyle and fashion. In order to achieve these goals, our brand template emphasises PUMA’s distinctiveness, individualism, spontaneity, internationalism and sporting heritage. An important part of our brand strategy is maintaining vigilant watch over our distribution channels, ensuring that we maintain the high level of desirability necessary for sustainable growth. Concurrently, in areas where licensee growth is desired, we will provide solid guidance and strict alertness to make certain that the brand’s objectives and direction are maintained.