A perfect fit is what pays off on the pitch when it comes to the perfect football boot. With our NETFIT technology that we applied to the PUMA FUTURE it is no longer about the perfect boot, but about the perfect lacing.  

BVB fans go wild after their team’s stellar 5: 0 performance, “breaking” the BVB online shop. PUMA had exactly 9009 special BVB jerseys made, but the whole lot was gone after two and a half hours.

We all love sneakers. And we wear them a lot. Hence, sooner or later the day will come when they will not look new anymore. That’s when the question comes up: Washer yes or no?

We have talked with seven-time Formula 1 World Champion Lewis Hamilton, about his vision of greatness in sports and in life, as part of our “ONLY SEE GREAT” campaign. Accompanying the campaign, PUMA designed the special edition race boot Speedcat Pro Spectra for Lewis Hamilton in the emblematic colors of the campaign.

Shock-absorbing, soft and stable as hell: that’s PUMA’s LQD CELL Technology. The 90’s cushioning system got a reboot earlier this year in PUMA’s new technology platform. Now, LQD CELL also revamps our training shoes!

Shoes just made for walking – that was yesterday. Not only can you wear PUMA’s new LQD CELL Origin AR, but also play an interactive game with it, scan it and add fun effects to pictures and videos. Plus, they are comfortable as hell!

Orlando, Florida is about theme parks, palm trees and golf! Especially in the beginning of each year: Every January, the Professional Golfers’ Association (PGA) Show, the industry’s largest trade show, is held in Orlando.

The shoeboxes you see in our stores today look the same as they always have, red, green or black, but now they have a secret: They use significantly less cardboard than they did before. As part of its 10FOR25 targets, PUMA is looking at the environmental footprint of the company as a whole and aims to embed sustainability into all of our products to make a positive impact at scale. Better packaging is part of that journey. “We took a holistic look at the design of our shoeboxes, and we realized that we were using too much material,” said Jordan Eichenberger, Head of Labelling and Packaging at PUMA Group Sourcing. Jordan and his team started a redesign of the boxes and looked for ways to reduce the amount of material used, while keeping the boxes just as sturdy as before. By using less material in our shoeboxes, we save 2800 tonnes of cardboard per year. If we consider that it takes about 12 trees for a tonne of cardboard, reducing the weight of the shoe boxes has saved 33600 trees – more trees than in New York’s Central Park. But we are even going one step further, as the cardboard boxes are made of more than 95 % (by weight) recycled cardboard. As a part of our 10FOR25 strategy, we will also eliminate consumer-facing plastic bags from our owned and operated stores and, wherever possible, make our retail supplies more sustainable. Our consumer-facing plastic bags are already made of 80% recycled content but in 2021, we cut their use in half. To put it into numbers, that is 200 tonnes of plastic we did not use. But we will not stop there. While we have already eliminated consumer-facing plastic bags from our owned and operated stores in countries such as China and India, we will stop using such plastic bags anywhere in the world by 2023. Instead, PUMA will only use recycled and FSC-certified paper bags in its stores, no matter whether you shop in Herzogenaurach, on Fifth Avenue or in Krasnoyarsk. The switch to more sustainable alternatives for our shoppers wasn’t without challenges, as Martina Lagler, Senior Teamhead Global Retail Business Development, explains. “In general, recycled paper is not as durable as plastic, so the development phase was quite a challenge and I am super happy that we are finally able to offer such a high-quality bag. We also had to make sure to have the relevant documents in place to prove full traceability throughout the production supply chain of the material and its recycled content,” Martina recalls. And there is more happening in our stores: Our customers who want to wrap their PUMA purchases for a special someone, will also receive a gift bag made of recycled and FSC-certified paper soon. The bags PUMA uses for shipping online orders will also be made with 100% recycled plastic and we found more sustainable alternatives for the hangers and shoe trees in our stores. Other packaging improvements may be less obvious to PUMA customers, as they are only used to keep our products dry and clean during transport. But the polyethylene bags that protect our apparel and accessories on their way to the store and in warehouses will also be made exclusively from recycled polyethylene by Spring/Summer 2022. We also reduced the average thickness of these bags from 50 to 30 microns, a 60% reduction which once again saves 400 tonnes of material per year. With all of these measures, we will take another step on our journey to make PUMA more sustainable and be FOREVER BETTER.

*ok, 37, not 50. But we couldn’t resist. 50 years is an impressive age for a shoe. Especially, if it was and is a classic must-have for every generation over the past five decades.

PUMA just released its most technical track spike in years, the evoSPEED TOKYO including the FUTURE & BRUSH versions. Only one week after launch, the new spikes were promoted by our athletes around the globe in a Forever Faster manner, with a total reach of 2.7 million on Instagram.