Step inside PUMA’s largest European flagship on London’s Oxford Street – where innovation, style, and culture meet under one roof

PUMA has teamed up with its long-term partners in Jamaica, including the world’s fastest man Usain Bolt, to help communities hit hard by the catastrophic hurricane that killed and injured people and destroyed infrastructure across the island.

It immediately lets you recognize a pair of PUMAs, whether it’s a SUEDE, a KING or a DEVIATE NITRO™ running shoe. Dive into the history of the FORMSTRIP.

How will PUMA become a Top 3 global sports brand? PUMA CEO Arthur Hoeld talks about how a focus on product, sports and storytelling can do more for brand health than any single campaign could ever do.

Football jerseys are emotion, identity, and innovation. At PUMA, they also stand for responsibility – from design to recycling. Our newest Forever. Better. podcast series  Who Gives A Shirt explores how culture, technology, and sustainability shape the future of football jerseys.

Three episodes in, and Who Gives a Shirt our newest Forever. Better. podcast is already turning heads. Focused on the fascinating world of football jerseys, the show dives deep into history, culture, innovation and their environmental impact.

What do football shirts say about us? A lot more than you might think. Football shirts are memories, status symbols and style statements all in one.

Let’s be honest, sustainability reports are important, but not always an easy read. That’s why we challenged three of our changemakers to highlight our most important achievements and make our 2024 Sustainability Report easier (and more fun) to understand.

Our SWAP SHOP wasn’t just about the clothes. It was about changing habits, starting conversations, and proving that style and sustainability can go hand in hand.

Fixing instead of Ditching Fast fashion, overconsumption and the current throwaway culture have taken a great toll on our planet. A significant step we can take is to find ways to extend the lifespan of our clothes.

HAPPY EARTH DAY! Earth Day is the annual reminder of our collective responsibility to protect our planet, but at PUMA our commitment goes far beyond just one day. 

London, get ready—This Autumn, we’re opening the doors to our first-ever European flagship store, right in the heart of the city’s buzzing West End, on Oxford Street.

Pole Vault World Record Holder and Paris Olympic Gold medallist Armand “Mondo” Duplantis and PUMA CEO Arne Freundt sat down to talk about how to achieve World Records, how PUMA’s spikes help with that and how high Mondo thinks he could ultimately jump.

In line with Germany’s Equal Pay Day, we took a deep dive into the topic of Equal Pay at PUMA – reflecting on our progress, evaluating where we stand today, and outlining our goals for the future.

We have received strongly improved scores for our sustainability efforts regarding water security and forests and maintained a top score for our climate policy in the latest ratings by global environmental non-profit CDP.

In 2024, PUMA decided to make bold moves that mattered.     Watch a recap of our 2024 Forever. Better. accomplishments here: What did we achieve this year? PUMA continued to make moves in circularity, in climate- for people and the planet.   CIRCULARITY  RE:FIBRE is PUMA’s programme to reduce textile industry waste by using factory off-cuts, faulty goods, and pre-loved clothes as primary sources of material to create new textiles. And in 2024, we upscaled RE:FIBRE from 46,000 jerseys to millions.    CONSUMER EDUCATION  #KNOWYOURSTUFF dives deep into the debate of leather and its alternatives. It uncovers the origins of these materials, how they are made and the impact they can have- helping you make choices that are right for you.   RE:HACKS is a video series featuring PUMA’s Voices of a RE:GENERATION where they share simple tips and hacks on how to extend the life of your beloved clothing and kicks.   GREEN FLAGS is the latest Forever. Better. podcast which explores how making even small changes in daily habits can help better our planet.    SUPPLY CHAIN TRANSPARENCY  Our award-winning documentary ‘Stitch + Spice’ featuring Luke Jaque-Rodney tells the stories of the people who make our clothes, giving us a glimpse of what goes on behind the factory door. Short films ‘Made in Vietnam’ and ‘Made in Bangladesh’ teach us about how our clothes are made, whilst sparking conversations and reshaping our perceptions on apparel and shoe production.    TWO-WAY DIALOGUE  At its annual Stakeholder Dialogue, the Voices of a RE:GENERATION brought the perspectives of the next generation to industry experts, suppliers, and NGOs, to discuss PUMA’s progress and its future vision for 2030.     Quarterly C-Suite meetings were organized to foster two-way dialogue between the Voices of a RE:GENERATION and PUMA’s top sustainability leaders. These sessions provided an opportunity for both sides to discuss key priorities, exchange valuable perspectives, offer direct feedback, and gain a deeper understanding of PUMA’s efforts, all while collaboratively shaping the brand’s future sustainability strategy.    BIGGER, BETTER GOALS  In 2024, we launched Vision2030, elevating and evolving our 10FOR25 sustainability goals to set bigger, better targets for Climate, Human Rights, and Circularity by 2030.      Overall, in 2024, we made great strides to ensure a Forever. Better. and in 2025, we’re committed to pushing those boundaries even further.     There’s only one Forever. Let’s make it Better.     

Introducing PUMA  RE:STITCH, the next edition of our PUMA RE:HACKS short video series featuring simple tips and tricks to help you get your favourite PUMA items back into shape.

PUMA has been recognized as a Top Employer for the sixth year in a row! But this year, we’ve hit a new milestone: ALL our offices in all 50 countries we operate in worldwide have been certified, making us one of only three companies to receive the new Top Employer Large Enterprise label.

A few months ago, the Co-founders of sneaker recommerce company WEAR, Lorenzo van Galen and Pim Roggeveen, decided to put the PUMA RE:SUEDE sneakers to the test and see if they really are biodegradable.