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FAMILY
TALK FAMILY
TALK FAMILY
TALK

Following a very challenging 2020, PUMA CEO Bjørn Gulden and football star Neymar Jr., who joined PUMA in September, sat down to talk about how being a part of a family can help you face even the most difficult situations.

“Family is the most important thing you have and when you invite people to join the family, it means more than just having a business relationship.“ Bjørn Gulden
“My family gives me strength when I need it most.” Neymar Jr.
Explore the interview
“My PUMA family has always had my back. At the beginning of the pandemic, PUMA provided me with an outlet to be creative. I was anxious and not working for the first time in practically a decade. PUMA allowed me to do some amazing yoga practices live for the PUMA family, offering an escape during the uncertainty.“ Cara Delivgn, Model, Actress and Activist
“I have been with PUMA for the majority of my football career and I still feel like we have lots to achieve together. Through all the highs and lows, PUMA has always been by my side. This is why I am proud to be a PUMA ambassador and consider them a part of my family.” Antoine Griezmann, Football Player
“I am proud to be part of this professional working family. They go into detail about my needs and were by my side even during a long illness. I had 100% professional support and was confident that PUMA believes in me and that I can achieve my personal goals as well as my goals with the club and the national team despite the crisis.” Dzenifer Marozsán, Football Player
“The PUMA family means a lot to me. I really feel that people working at PUMA are interested in the athletes and want to do their best for everyone. It’s always good service and follow up.That is quite unique. I am proud to be a part of the PUMA family.” Karsten Warholm, Hurdler
“It really is like one big family. PUMA supported my ideas, opinions and projects that I am passionate about and allowed me to use my voice in meaningful ways. I always feel at home and comfortable when I am with the PUMA crew and I am always excited when I know we have a shoot or project coming up.” Winnie Harlow, Model
“I am 35 years old and in the best shape I have ever been and PUMA has been a part of that. There is no “I” in team and there is no “winning a championship” without a team. We are multi world champions now, but there is still a lot more to do together.” Lewis Hamilton, Racing Driver
“I am honored and happy to be part of the PUMA Family. I feel great support from everyone working at PUMA and from my fellow athletes in all sports who are part of the family. By always showing support and reaching out even during those difficult times. It’s a big International company but the feeling is always familiar and inclusive.” Armand „Mondo“ Duplantis, Pole Vaulter
“Tough times don’t last - tough teams do! The PUMA family has my back no matter. We respect, trust and care for each other. At PUMA it doesn’t matter who you are or where you come from. Alone we can do so little - together we can do so much! Let’s do this PUMA family!” Alicia Smidt, Track and Field Athlete
“Whether in good or bad times, I always have the feeling that people are standing by my side to support me. The PUMA family is so special to me because it is just that: one big family.” Marco Reus, Football Player
“It means having a connection of trust and respect. I enjoy being part of the PUMA family. They always think ahead and there are great innovations on a regular basis. It is what creates a special atmosphere. I am very glad to be a part of it.” Virat Kohli, Cricketer
“I've been linked to PUMA since my first racket test in Barcelona in 1984. We have mastered ups and downs together.” Boris Becker, Tennis Legend
“I am a proud member of the PUMA family for 42 years now.” Lothar Matthäus, Football Legend

STRONGER
TOGETHER STRONGER
TOGETHER STRONGER
TOGETHER

“PUMA’s goal has been to survive this crisis together with all of our partners by finding mutual solutions that work for everyone. We have been in personal talks with all of our manufacturers, customers, landlords, banks and all other partners to find measures together to ensure that we can sustain the entire value chain. Our aim has been to cancel as little as possible and to make sure that our suppliers can continue to operate throughout this period. We have worked with both our retail partners and manufacturers to slow down shipments, stretch payments and make sure that we all share the burden across the whole value chain. We are also offering our manufacturers access to our vendor financing program, which was established in 2016."

Bjørn Gulden

Learn more about our value chain and click for more details

Design & Development
Production
Logistics
DISTRIBUTION
OUR SHOPS & ECOMM
WHOLESALE
OUR PEOPLE
FINANCING
Design &
Development

  • We continued to invest into full new collections for the upcoming seasons
  • Our global product teams worked closely with our suppliers around the world to create new products
  • As travel to our suppliers mostly in Far East was not possible due to the pandemic, we had to rapidly adopt new digital ways of working and conducted virtual development trips for the first time

Production

  • We worked closely with all our suppliers around the world to stabilize our supply chain and mitigating the negative consequences of the pandemic while ensuring the health and safety of all people working in our supply chain
  • We canceled less then 1% of our orders with our suppliers and compensated them for all direct costs which were associated with the orders that we cancelled
  • We also worked with our suppliers to balance the production and rephase shipments to account for the high volatility in demand
  • We also increased funding of our existing vendor financing program to support our suppliers
  • In return, our suppliers offered us 30 days longer payment terms
  • We ensured open & transparent communication with our suppliers throughout this difficult year

Logistics

  • We worked closely with all our logistics providers including shipping companies and warehouse operators throughout 2020
  • Thanks to our long-term partnerships we managed to ensure sufficient transportation and warehousing capacity despite strong fluctuations in demand and supply while ensuring the health & safety of everyone transporting, storing and delivering our products
  • We also worked closely with our logistics partners to manage the strong shift from offline to online distribution which was clearly visible in the strong growth in our eCommerce business

OUR SHOPS &
ECOMM

  • Offline: We worked very closely with our local retail teams to ensure compliance with local restrictions and the health and safety of our retail employees as well as our customers. Whenever our stores could open, we ensured a safe working & shopping environment by implementing rigorous hygiene measures as well as social distancing. We also worked closely with our landlords to find mutual agreements to share the financial burden of extended store closures such as rephasing of rental payments
  • Online: We worked very closely with our external partners such as warehousing companies to cater to the strong growth of our eCom business and partially repurpose unused capacities from our wholesale business

WHOLESALE

  • We worked very closely with all our wholesale partners to stabilize the entire supply chain by reducing cancellations to a minimum
  • Thanks to our long-standing strong relationships with our wholesale partners, we managed to find mutual agreements depending on the needs & situations of our partners including product take-backs and rephasing of deliveries

OUR PEOPLE

  • Our first and foremost concern during 2020 was to ensure the health and safety of our employees and the employees of our partners
  • We did whatever was necessary to ensure a safe working environment for our employees through strict hygiene measures, social distancing rules and offered them a maximum degree of flexibility with regards to mobile working
  • We managed through this crisis with all our employees and kept our headcount stable throughout the year
  • As a responsible employer we also supplemented government support programs such as the short-term work program in Germany to keep any wage loses of our employees to a minimum

FINANCING

  • In line with our strategic priorities in dealing with the COVID-19 pandemic, we obtained an additional credit line in May 2020 to ensure the financial liquidity of the PUMA Group
  • The additional syndicated credit line of € 900 million from twelve banks, including a direct commitment from Kreditanstalt für Wiederaufbau (KfW), was never used and already replaced by other credit lines as of mid-February 2021
  • This credit line served as an insurance to guarantee sufficient liquidity in a time of unprecedented crisis and uncertainty regarding the duration and impact of the COVID-19 pandemic

GLOBAL
VILLAGE GLOBAL
VILLAGE GLOBAL
VILLAGE

We asked managers from Go-To-Market, People & Organization, Business and IT how they were dealing with the pandemic.

What was the biggest challenge in the pandemic and how did you overcome it?

“From one day to another we went from almost everything physical to digital touchpoints only.Together, we raised the level of services and challenged the whole organization to deliver strong digital business packages to all areas and to customers. We have reinvented ourselves in the way we work together, with creativity, flexibility, solidarity and thus always with a high level of positive energy. I am really grateful and proud of how we have used this tough and unique situation as an opportunity to reinvent ourselves.” Lionel Telega,
Global Director Go-To-Market
Lionel Telega,
Global Director Go-To-Market
What was the biggest challenge in the pandemic and how did you overcome it?

What was the biggest challenge in the pandemic and how did you overcome it?

“For us, quick and clear communication with our PUMAs is very important. This is why we regularly publish videos and articles with information on the COVID-19 situation on our intranet. That gives clarity and a certain degree of stability. We received good feedback for this, especially from our international employees. The overview is very important in order to get an idea of the current situation.“ Dietmar Knoess,
Global Director People ＆ Organization
Dietmar Knoess,
Global Director People ＆
Organization
What was the biggest challenge in the pandemic and how did you overcome it?

What was the biggest challenge in the pandemic and how did you overcome it?

“I think communication, flexibility, empathy and a quick reaction to new realities were key for success. However, the most important thing, is that we stuck together as a team, faced new ways of creating products and built great collections, which we are all very proud of. I think the pandemic showed us that things we thought were impossible, are possible.” Maria Jose Valdes Vasquez,
General Manager Sportstyle
Maria Jose Valdes Vasquez,
General Manager Sportstyle
What was the biggest challenge in the pandemic and how did you overcome it?

What was the biggest challenge in the pandemic and how did you overcome it?

“With our “cloud-first, mobility-first” strategy introduced several years back, we had been able to transform our digital landscape and lay a solid foundation that served us well when entering the pandemic. We could flexibly scale to the new situational requirements, allowing all our teams never to lose touch and instead continue to collaborate on their deliverables. In addition, we were able to focus on business areas that benefitted most from a higher digital-execution velocity, and we saw digitalization adoption certainly accelerated by the extraordinary circumstances.“ Kurt Walther,
Global Director IT
Kurt Walther,
Global Director IT
What was the biggest challenge in the pandemic and how did you overcome it?
GLOBAL
VILLAGE
+

What was the biggest challenge in the pandemic and how did you overcome it?

“From one day to another we went from almost everything physical to digital touchpoints only.Together, we raised the level of services and challenged the whole organization to deliver strong digital business packages to all areas and to customers. We have reinvented ourselves in the way we work together, with creativity, flexibility, solidarity and thus always with a high level of positive energy. I am really grateful and proud of how we have used this tough and unique situation as an opportunity to reinvent ourselves.” Lionel Telega,
Global Director Go-To-Market
GLOBAL
VILLAGE
+

What was the biggest challenge in the pandemic and how did you overcome it?

“For us, quick and clear communication with our PUMAs is very important. This is why we regularly publish videos and articles with information on the COVID-19 situation on our intranet. That gives clarity and a certain degree of stability. We received good feedback for this, especially from our international employees. The overview is very important in order to get an idea of the current situation.“ Dietmar Knoess,
Global Director People ＆ Organization
GLOBAL
VILLAGE
+

What was the biggest challenge in the pandemic and how did you overcome it?

“I think communication, flexibility, empathy and a quick reaction to new realities were key for success. However, the most important thing, is that we stuck together as a team, faced new ways of creating products and built great collections, which we are all very proud of. I think the pandemic showed us that things we thought were impossible, are possible.” Maria Jose Valdes Vasquez,
General Manager Sportstyle
GLOBAL
VILLAGE
+

What was the biggest challenge in the pandemic and how did you overcome it?

“With our “cloud-first, mobility-first” strategy introduced several years back, we had been able to transform our digital landscape and lay a solid foundation that served us well when entering the pandemic. We could flexibly scale to the new situational requirements, allowing all our teams never to lose touch and instead continue to collaborate on their deliverables. In addition, we were able to focus on business areas that benefitted most from a higher digital-execution velocity, and we saw digitalization adoption certainly accelerated by the extraordinary circumstances.“ Kurt Walther,
Global Director IT

OUR
NUMBERS
IN 2020 OUR
NUMBERS
IN 2020 OUR
NUMBERS
IN 2020

“PUMA’s sales and business development in the financial year 2020 were characterized by temporal and regional differences during the course of the COVID-19 pandemic.” Michael Lämmermann
Chief Financial Officer (CFO)
CEO-Letter Combined Management
Report Consolidated financial
Statements

SUSTAINABILITY SUSTAINABILITY SUSTAINABILITY

Climate
100%

Green electricity in offices and stores

Products
99.5%

Certified Polyester in APP/ACC (17% recycled)

“The COVID-19 pandemic has shown the importance of sustainability and partnership.” Anne-Laure Descours
Chief Sourcing Officer (CSO)
Foreword
Anne-Laure Sustainability
Strategy Summary
and Outlook GRI-Index

BRAND
MARKETING BRAND
MARKETING BRAND
MARKETING

“We need to adjust to a new digital reality …” Adam Petrick
Global Director Brand Marketing
Interview with Adam
Teamsport
Running and Training
Basketball
Golf
Motorsport
Sportstyle
Sportstyle
Accessories
Licensing

OUR
PEOPLE OUR
PEOPLE OUR
PEOPLE

“43% of women in leading positions globally is still not quite the gender balance PUMA is aiming for, but we are on a good track and are happy with the progress we have made in all areas over the past years.” Dietmar Knoess
Global Director People ＆ Organization
PUMA Family Culture Personal Journey
43% Women in Leadership