PUMA included in the Laureus Sport for Good Index

HERZOGENAURACH, Germany-Sportswear company PUMA has been included in the Laureus Sport for Good Index through recognition of several initiatives, including PUMA’s VOICES OF A RE: GENERATION, RE: FIBRE and RE: SUEDE.

Launched in 2021, the Laureus Sport for Good Index celebrates brands that, through collaboration, innovation and creativity, are making significant contributions across the 17 Sustainable Development Goals (SDGs), as well as aligning their business outcomes with their sports investments and activations.

The Index highlights organisations that are having the clearest and most significant impact and provides compelling evidence of the role sport can play in driving sustainable change. Brands are featured in the Index for their best-in-class sport-for-good campaigns and purpose-driven initiatives implemented over the past 18 months.

Astin Ewington, Head of Partnerships at Laureus: “ We are thrilled to unveil the Laureus Sport for Good Index 2024, which continues to showcase the immense potential of sport as a force for positive change. The brands featured this year are leading the way in tackling some of the world’s most pressing social and ecological challenges through innovative, purpose-driven initiatives. By highlighting their efforts, we hope to inspire more companies to leverage sport as a platform to create meaningful impact and contribute to a fairer, more sustainable future.”

PUMA initiatives recognized by the Index include:

VOICES OF A RE: GENERATION – Following research that found that young people want brands to make more sustainability commitments, better communicate their goals and be more transparent, PUMA launched the Voices of a RE: GENERATION initiative, which engaged the company with four young sustainability advocates who not only produce social content that helps raise awareness of PUMA’s sustainability goals among younger consumers, but also provide active feedback to the brand on how it can improve its sustainability practices “FOREVER. BETTER.”

Meanwhile, PUMA’s ‘ RE:FIBRE ’ textile-to-textile polyester recycling programme aims to reduce textile waste and make the company less reliant on plastic bottles for recycled polyester. In total, 46,000 RE: FIBRE garments were produced in 2023. Following this, from the start of the 2024/25 football season, PUMA announced the expansion of the programme, with millions of PUMA replica football shirts made with RE: FIBRE, further highlighting a more circular business model for shirt manufacturing.

This year, PUMA also launched an experimental commercial version of its RE: SUEDE sneaker in Europe. Prior to this, as part of a two-year pilot project experiment that will end in 2023, PUMA demonstrated that it was able to successfully turn RE: SUEDE into compost under bespoke industrial composting conditions. RE: SUEDE can be returned to PUMA at the end of its useful life, which sends it to partners in the Netherlands for composting.

The Index can be viewed and downloaded in full at laureussportforgoodindex.com

For additional information, please visit: https://foreverbetter.com/en

PUMA

PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For 75 years, PUMA has relentlessly driven sport and culture forward, creating fast products for the world’s fastest athletes. PUMA offers sport-inspired performance and lifestyle products across categories such as Football, Running & Training, Basketball, Golf and Motorsports. The brand collaborates with renowned designers and brands to bring sport-inspired influences to streetwear and culture. The PUMA Group owns the PUMA, Cobra Golf and Stichd brands. The company distributes its products in more than 120 countries, employs around 20,000 people worldwide and is headquartered in Herzogenaurach, Germany.

About Laureus

Laureus’ purpose is to transform the world through the power of sport. Its vision is to end violence, discrimination and inequality faced by young people and children. Built on a unique end-to-end purpose platform, Laureus combines the storytelling power of its global marketing platform with the delivery of measurable social impact through its charitable foundation, Laureus Sport for Good. Working at global and country levels, Laureus funds and supports more than 300 programmes in over 40 countries that use sport to drive social change, with results measured through a framework aligned to the United Nations Sustainable Development Goals (SDGs). Laureus is the most trusted organisation of its kind and has delivered on its purpose for over 20 years, positively impacting over six and a half million young lives to date.

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