Recognized by
Laureus Sport
for Good Index

PUMA has recently been recognized for its strong and purpose-led sustainability initiatives by the Laureus Sport for Good Index. Launched in 2021, the Laureus Sport for Good Index shines light on brands that, through collaboration, innovation and creativity, are making significant contributions across the 17 Sustainable Development Goals (SDGs) as well as aligning their business output with their sports investments and activations.

Nelson Mandela famously said in 2000, at the inaugural Laureus World Sports Awards: “Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does.”

This year, an additional 11 brands have been added to the Index, including Puma, Xbox, Lidl, Eon, Tentree and Dove, taking the total number of honourees recognised in the Index since its inception to 76. Determined by an independently adjudicated judging process overseen by a panel of industry experts, the purpose of the Index is to shine a light on organisations that are having the clearest and most meaningful impact, and to provide compelling evidence for the role that sport can play in driving sustainable change.

But, what PUMA sustainability initiatives is the Index recognizing?  

VOICES OF A RE:GENERATION – This initiative was launched after research showed that young people want brands to engage in more sustainability commitments and to communicate these in a more relatable and transparent way. So, PUMA decided to collaborate with four young sustainability advocates who produce social content targeting Gen-Z that help raise awareness of PUMA’s sustainability efforts, and actively feedback to PUMA about how we can improve our ‘FOREVER. BETTER’ sustainability practices.    

RE:FIBRE: Our polyester textile-to-textile recycling programme aims to reduce textile waste and make PUMA less reliant on plastic bottles for recycled polyester. All told, 46,000 RE:FIBRE garments were produced in 2023. Then, from the start of the 2024/25 soccer season, millions of PUMA replica soccer jerseys were made using RE: FIBRE, further spotlighting a more circular business model for jersey manufacturing.   

RE:SUEDE: This year, PUMA also launched an experimental commercial version of our RE:SUEDE sneaker in Europe. Following a two-year pilot project experiment, PUMA showed it was possible to successfully turn the RE:SUEDE into compost under tailor-made industrial composting conditions. The RE:SUEDE can be sent back to PUMA at end of life which will then be sent to our partners in the Netherlands for composting. 

WATCH A RECAP OF ALL OUR ACHIEVEMENTS HERE: 

There’s only one Forever. Let’s make it Better.