PUMA hosted its first FOREVER. BETTER. WEEK. Let's take a look at what we experienced during this exciting week.

May 27, 2024

PUMA hosted its first FOREVER. BETTER. WEEK. Let's take a look at what we experienced during this exciting week.

May 27, 2024

In April, PUMA’s commitment to sustainability went beyond the Stakeholder Dialogue at our headquarters. During the FOREVER. BETTER. WEEK., a series of events engaged PUMA employees and focused on sustainability initiatives. During this dedicated week, the Voices of RE:GENERATION Aishwarya Sharma, Jade Roche, Luke Jaque-Rodney and Andrew Burgess visited Herzogenaurach and shared exciting insights, delicious food, upcycling skills and valuable knowledge.

If you missed any of these events or want to relive them, scroll down to watch videos from FOREVER. BETTER. WEEK.


Have you ever wondered about the people behind your clothes? What’s their day like and what do they dream about?

Last year, Luke Jaque-Rodney and Jade Roche travelled to Vietnam and Bangladesh to visit some of our manufacturing partners. They talked to workers, filmed their stories and then shared an exclusive sneak peek of their documentary with PUMA employees during our FOREVER. BETTER. WEEK.

“This trip has added much more context and depth to my understanding of how things work in the industry and the different challenges that factories and brands face within today’s dominant economic system. I also learnt that for instance, the act of lacing shoes has to be done entirely manually, something I had never questioned before. I’m not a big consumer and take care of what I have but it definitely challenged how I value each and every thing.”

Jade Roche, Voice of a RE:GENERATION

Check out Luke’s documentary ‘Stitch and Spice’ and Jade’s documentaries ‘Made in Bangladesh’ and ‘Made in Vietnam’ at PUMA’s YouTube channel.


Luke Jaque-Rodney not only showed his passion for healthy and delicious food in his documentary but also brought it to life in the PUMA canteen. He prepared his flavorful Asian Lentil Dal for PUMA employees. Drawing on his travels to Vietnam and Bangladesh, Luke shared valuable cooking tips during the session. He also chatted with Guest Relation Manager Simone Hoyer and PUMA Canteen Chef Jens Birnmeyer about the high quality, locally sourced ingredients used in our daily lunches.

Click here to check out the recipe.


Turn a t-shirt in a Tote bag. With the help of Andrew Burgess, US-based upcycler and Voice of a RE:GENERATION, this is no big deal. 7 PUMA employees were the lucky winners and had the opportunity to take part in a workshop with Andrew in the canteen, where they created unique pieces in a creative competition. Watch the video to see who came first and who won a special prize.


RE:FIBRE on the Bridge

PUMAs who frequently cross our bridge between NOHO and SOHO may have already spotted our latest addition to the bridge display: RE:FIBRE. This groundbreaking textile recycling technology transforms preloved garments into new fabrics. And excitingly, we are scaling up! In 2024, all official PUMA football replica jerseys for the Euro and Copa America tournaments will be manufactured using RE:FIBRE materials.

Last year, our Voice of a RE:GENERATION, Andrew Burgess, witnessed the recycling process first hand in Turkey. Upon his return to the US, he curated his own collection called PUMA x VIVID VISION using RE:FIBRE fabric. Together with Stefan Seidel, Senior Director Corporate Sustainability, they unveiled the new RE:FIBRE banner and Andrew’s collection on the bridge.


Indian fashion activist and Global Goals Ambassador Aishwarya Sharma invited PUMAs to join her and Romain Girard, Vice President Innovation, for a deep dive into the “hottest new PUMA shoe on the market: The RE:SUEDE”, as Aishwarya calls it. Together they discussed the importance of a shoe designed for composting and revealed the story behind the RE:SUEDE and told you how to get your own pair of RE:SUEDEs.


"When we talk about why the world needs a shoe like this, I feel like this is more than a product. It's not just about the product, it's about putting out a thought, an emotion that we care about you and we care about this planet and what we can do together to solve it."

Aishwarya Sharma, Voice of a RE:GENERATION

Thanks to all the PUMAs who have joined our FOREVER. BETTER. WEEK. events. Visit our FOREVER. BETTER. website to learn more about PUMA’s sustainability efforts.

There’s only one FOREVER. Let’s make it BETTER.

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