Our 10FOR20 sustainability strategy aims to create maximum positive impact. This holds true for our products, as well as for working conditions at PUMA and its supply chain, and the communities around us. We don’t want to grab quick headlines with niche sustainability collections, although such collections can help to create consumer awareness. Rather, we want to deeply integrate sustainability into all core business functions and all PUMA products. This way our sustainability strategy is integrated with our overall company strategy and our sustainability efforts are much more authentic.

Stakeholder Dialogue (10FOR20 Target Area 1)

Target Description:
Continue and expand PUMAs Stakeholder Dialogue and Public Non-Financial Reporting in accordance with global standards; increase sustainability communication towards consumers.

Relates to United Nations Sustainable Development Goal 17.

Partnership for the goals 17 Logo

Example from the 10FOR20 Action Plan:

  • Conduct a global stakeholder meeting
  • Conduct regional stakeholder meetings in all key sourcing regions


  • Thematic and regional coverage of partnership initiatives
  • Percentage of suppliers reached via round table meetings
  • Publicly report on PUMA’s sustainability performance
  • Inform consumers on PUMA’s sustainability initiatives

Ever since our first global stakeholder meeting in 2003, we aim to align our sustainability program and actions with the expectations of our most relevant stakeholders. Therefore, we are constantly talking to our investors, suppliers, customers, consumers, athletes, industry peers, NGOs, scientists and of course our biggest asset, our employees.

For us, a stakeholder dialogue means not shying away from inconvenient topics and admitting that we cannot solve everything on our own. It means working on these topics in close collaboration with experts and our industry peers and, of course, always in line with anti-trust regulations.

For the first time in 2019, we invited more than 50 relevant stakeholders to our PUMA headquarters in Herzogenaurach. This way we shared the PUMA spirit with our guests, while at the same time allowing our top management (including our CEO and CSO) to participate on both days.

Stakeholder Meeting 2019
PARTICIPANTS OF THE Stakeholder Meeting 2019

We focused our discussion on the hot topics of climate change, living wages, plastics and oceans as well as circularity, and used the feedback provided during the event to sharpen our 10FOR25 targets. As an immediate outcome of the meeting, we agreed to align our climate action target to a 1.5 degree scenario and increased our recycled polyester target from a proposed 25% to 75% until 2025. For a more detailed description of the results, please refer to the chapter Summary and new Targets for 2025

We also conducted supplier round tables in all major sourcing regions (China, Vietnam & Cambodia, Bangladesh, Indonesia, India, Europe & Africa, and Latin America), reaching almost 600 supplier participants. This way we can openly discuss our sustainability vision with our manufacturing partners and ensure their buy-in for our individual sustainability programs.

We have been transparent about our sustainability efforts ever since we published our first sustainability report in 2003. We continue to inform the public in our annual report as well as on our corporate website (https://about.puma.com/en/sustainability).

Our new consumer-facing Forever Better website will be updated frequently with product-related sustainability information. It will also highlight collections with a special sustainability focus, such as the First Mile Collection, which uses recycled polyester, and the Day Zero Collection, which uses water saving technologies.

To improve the sustainability performance of the materials used in our products, we are working together with a number of partners such as bluesign Technologies, the Leather Working Group, the Better Cotton Initiative, the Forest Stewardship Council, and Sustainable Apparel Coalition as well as Textile Exchange. Overall, our global sustainability initiatives are supported by regional partnerships with organizations such as the Bangladesh Accord on Fire and Building Safety, the Indonesia Protocol on Freedom of Association, the Chinese National Textile and Apparel Council and the German Partnership for Sustainable Textiles. Another example of local action would be our work with UNICEF to support water and hygiene standards in South Africa. Lastly, we are active members of the World Federation of the Sporting Goods Industry as well as the European Sporting Goods Industry Federation.

G.01 Matrix of key partnership initiatives

AFIRM: Apparel and Footwear International RSL Management, BCI: Better Cotton Initiative, CDP: Carbon Disclosure Project, FESI: Federation of the European Sporting Goods Industry, FLA: Fair Labor Association, IFC: International Finance Corporation, ILO: International Labor Organization, IPE: Institute of Public and Environmental Affairs, SLCP: Social and Labor Convergence Program, ZDHC: Zero Discharge of Hazardous Chemicals

G.03 10FOR20 Targets

* SDG: United Nations Sustainable Development Goals.

T.01 PUMA 10FOR20 Sustainability Targets Performance Summary

The 10FOR20 targets are also directly linked to the 4 significant sustainability related risks identified in our due diligence process:

* Manufacturers of PUMA products; T2 Manufacturers of Materials and Components

During 2019, the most material aspects for the new target period 2025 were further refined in an intensive stakeholder consultation process and are discussed in the chapter Summary and new Targets for 2025.

This 2019 sustainability section will still follow the 10FOR20 methodology (figure 3), while from 2020 onwards we will use the updated 10FOR25 materiality analysis and targets.