PUMA Company Market Research Report

1. Company Overview

1.1 Name

PUMA SE

1.2 Mission of the Company

PUMA's mission is to be the fastest sports brand in the world. Their core philosophies include “Be Brave,” “Be Confident,” “Be Determined,” and “Be Joyful,” which emphasize taking risks, acting boldly, pursuing continuous improvement, and playing the game joyfully.

1.3 Founding and Key People

Founded: 1948

Founder: Rudolf Dassler

Key People:

Arne Freundt: CEO & CCO

Anne-Laure Descours: Chief Sourcing Officer

Hubert Hintersehser: Chief Financial Officer

Maria Valdes: Chief Product Officer

1.4 Headquarters

Herzogenaurach, Germany

1.5 Number of Employees

Approximately 21,000 employees

1.6 Revenue

€8.602 billion in sales (2023)

1.7 Notable Recognition

PUMA is known for its athletic and casual footwear, apparel, and accessories, emphasizing brand heat, innovation, and a close connection with sports.

2. Products

PUMA offers a wide range of products across various categories:

Shoes:

Classics

Lifestyle

Speedcat

GV Special

Palermo

Rider

Suede

Suede XL

Motorsport

Running

Training & Gym

Soccer Cleats

Slides & Sandals

Boots & Mids

Clothing:

Hoodies & Sweatshirts

Jackets & Outerwear

Pants

Leggings

Dresses & Skirts

T-Shirts & Tops

Shorts

Bras

Tracksuits

Matching Sets

Accessories:

Bags & Backpacks

Hats

Socks

Sports Equipment

2.1 High-Level Description of Products

Each product line is crafted to cater to the needs of various sports and lifestyle requirements. PUMA integrates advanced technology to enhance performance, comfort, and style.

2.2 Key Features of Select Products

Speedcat: Known for low-profile silhouette, favored by both fashion-conscious urbanites and athletes.

Deviate NITRO™: High-performance running shoe featuring NITRO foam technology, designed for elite and everyday runners.

Suede Classic: Iconic design with versatility for casual wear.

RS (Running System): Mixes retro running designs with modern tech for high cushioning and comfort.

3. Recent Developments

3.1 Recent Developments

Q2 Results 2024: PUMA delivered results in line with expectations despite external challenges. Significant improvements in wholesale business, with robust demand for the PUMA brand driven by new product launches and innovations.

Key Appointments:

Indrajeet Sen appointed as SVP PUMA Group Sourcing.

Johan Kuhlo appointed as Managing Director GCC.

3.2 New Product Launches

ULTRA: PUMA's fastest football boot.

Deviate Nitro Elite 3: PUMA's fastest running shoe.

MB.04: Latest signature shoe with LaMelo Ball.

3.3 New Features Added to Existing Products

Introduction of NITRO foam technology enhances the performance of running and training products.

3.4 New Partnerships

Design Collaboration: Partnership with Salehe Bembury to create disruptive designs, particularly in the basketball market.

Brand Ambassador: Rosé, the iconic K-Pop star, associated with the elevated Speedcat line.

Additional Major Sports and Sponsorship Involvements

Motor Sports: Active partnerships with leading teams like BMW M Motorsport, Scuderia Ferrari, Porsche Legacy, and Mercedes-AMG Petronas F1®.

Soccer: Associations with top clubs including Manchester City, AC Milan, BVB, and Chivas.

Basketball: Sponsorship of elite athletes like LaMelo Ball, Scoot Henderson, and Breanna Stewart.

Sustainability Initiatives

PUMA emphasizes sustainable practices through initiatives like RE:Fibre to transform textile waste into new materials, regular audits for human rights compliance in supply chains, and maintaining environmental compliance to minimize any negative impact.

This report provides a comprehensive overview of the prominent sports brand PUMA, highlighting its mission, product offerings, key personnel, recent developments, and sustainability initiatives in line with the latest data available.

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