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p : 195 | c : 9 bernD IllIg (employee representative) Bechhofen, Germany Specialist IT User & System Support of PUMA SE martIn köppel (employee representative) Weisendorf, Germany Administrator IT Microsoft Systems of PUMA SE vIctor FernanDes (employee representative) Strassburg, France until April 24, 2012 Software Developer of PUMA France guY buzzarD (employee representative) West Kirby, Great Britain from April 24, 2012 Key Account Manager (Sales) of PUMA United Kingdom Ltd. PUMA BUsiness And sUstAinABility RePoRt 2012
p : 196 | c : 9 report bY the aDmInIstratIve boarD In the following report, the Administrative Board provides information regarding its main areas of focus during financial year 2012. The Company is managed by the Administrative Board („single-tier system“), which determines the Company‘s basic business strategies and monitors their implementation by the Managing Directors. Below is a discussion in plenum on the main group governance, monitoring and advisory tasks, the work of the committees, the statutory audits of the Group’s annual financial statements and the consolidated financial statements, relationships with affiliated companies and changes to the company organs. Dear shareholDers, The past financial year presented many challenges, both from a sporting as well as from an economic point of view, which we have mastered with a very good team performance. Despite a weak economic market environment, we were able to significantly increase sales last year and have paved the way for profitable and sustainable growth in the future through the acceleration of our company-wide transformation program and the addition of a cost reduction program. We used the major sports events, particularly the Summer Olympic Games in London and the European Football Championship in Poland and Ukraine, as a stage for our innovative product and marketing campaigns, and the outstanding performance of our team and athletes ensured a strong global brand presence. As a supplier for the Jamaica, Uganda and Grenada teams and the track and field teams from Sweden, Norway, the Dominican Republic, the Czech Republic and Antigua, we won a total of 19 Olympic medals in London – led by the fastest man in the world and the absolute superstar of this summer, Usain Bolt – and with our brand presence at our „PUMA YARD“ event site, we again linked professional sports and lifestyle together in an inimitable way. In team sports, Italy celebrated a great success, finishing as runners up at the European Championships in Poland and Ukraine which, together with the very good performance of the Czech PUMA BUsiness And sUstAinABility RePoRt 2012 Republic as quarter finalists, once again emphasized our position as the clear number three in football. The multiple successes in our motorsports, sailing and golf categories completed the sports year 2012: Ferrari driver Fernando Alonso finished in second place in the Formula 1 championship; our sailing team performed successfully in the Volvo Ocean Race and in the America’s Cup; and the fans of our golf category, which is still showing strong growth, were happy with the numerous tournament victories of our Cobra PUMA golf pros. To strengthen our performance and lifestyle categories, we have also - for the first time - presented an exceptional performance collection, spanning all categories, called evoSPEED, as well as many innovative product concepts in the lifestyle sector, which emphasize our unique position as a desirable sports lifestyle brand. Another product innovation is also our collection of biodegradable and recyclable shoes, apparel and accessories that we introduced in October. PUMA‘s InCycle products meet our goal of becoming the most desirable and sustainable sportslifestyle company, since we use more sustainable materials and design concepts, among other things, to reduce the enormous amount of waste generated at the end of a lifecycle of consumer products. Below we will discuss the most important activities of the Administrative Board and its committees from January 1 through December 31, 2012. aDmInIstratIve boarD The Administrative Board has exercised its duties under the law, statutes and company rules in regard to the incumbent tasks of the Administrative Board. It has managed the Company, determined the base business lines and monitored their implementation by the Managing Directors. In this regard, the Administrative Board has discussed the Company‘s business policies, all relevant aspects of corporate development and corporation planning, the Company‘s eco
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Business and sustainaBility RepoRt
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Content 5 PUMA.Creative 77 Creative
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“ OUR MISSION IS TO BECOME the mo
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p : 7 | C : 1 To our ShareholderS f
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p : 9 | C : 1 To our ShareholderS T
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PUMAVision “ ThE pROpER USE of sc
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p : 13 | C : 2 TM PUMAvision Fair H
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p : 15 | C : 2 PUMAVision STakEhOld
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p : 17 | C : 2 PUMAVision AwARDS AN
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p : 19 | C : 2 PUMAVision PUMA’s
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p : 21 | C : 2 f.5 t.1 > POTENTiAL
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p : 23 | C : 2 PUMAVision RETAiL TR
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p : 25 | C : 2 PUMAVision ORgANiZAT
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p : 27 | C : 2 PUMAVision CHARiTY C
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p : 29 | C : 2 PUMAVision SUSTAiNAB
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p : 31 | C : 2 PUMAVision TOTAL wOR
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p : 33 | C : 2 TURNOvER PUMAVision
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“ The world as we have creaTed iT
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p : 37 | c : 3 PUMA.SAfe puma.safe
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p : 39 | c : 3 PUMA.SAfe The puma p
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p : 41 | c : 3 PUMA.SAfe more susTa
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p : 43 | c : 3 PUMA.SAfe Prof. Dr.
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p : 45 | c : 3 PUMA.SAfe puma ends
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p : 47 | c : 3 PUMA.SAfe T.19 t.1 2
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p : 49 | c : 3 PUMA.SAfe t.20 T.22
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p : 51 | c : 3 PUMA.SAfe that decre
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p : 53 | c : 3 PUMA.SAfe tion durin
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p : 55 | c : 3 PUMA.SAfe chemicals
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p : 57 | c : 3 PUMA.SAfe and sustai
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p : 59 | c : 3 PUMA.SAfe PUMA audit
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p : 61 | c : 3 PUMA.SAfe Another ke
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p : 63 | c : 3 PUMA.SAfe facTory au
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p : 65 | c : 3 PUMA.SAfe For the fi
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p : 67 | c : 3 PUMA.SAfe T.25 t.1 2
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p : 69 | c : 3 PUMA.SAfe f.16 t.1 f
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“ Be the change that you wish to
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p : 73 | c : 4 PUMA BUsiness And sU
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p : 75 | c : 4 puma.peace PUMA.PeAc
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puma.creative Creative Art Network
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p : 79 | c : 5 PUMA BUsiness And sU
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p : 81 | c : 5 the oasis Pietra Bre
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p : 83 | c : 5 A large range of int
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P : 85 | C : 5 PUMAviSion PUMA BUSi
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“ At PUMA, we Are driven to look
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P : 89 | c : 6 brAnd StrAtegy FOLLO
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P : 91 | c : 6 PUMA BUsiness And sU
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P : 93 | c : 6 rUnning Exceptional
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P : 95 | c : 6 MotorSPort 1. puma u
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P : 97 | c : 6 PUMA BUsiness And sU
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P : 99 | c : 6 Spreading the puma v
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P : 101 | c : 6 FitneSS Join in the
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P : 103 | c : 6 LiFeStyLe 1. Spread
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Financial Year 2012 ManageMent Repo
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p : 107 | c : 2 overview 2012 2012
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p : 109 | c : 2 general economic co
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p : 111 | c : 2 These measures will
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p : 113 | c : 2 € million 3,500 3
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p : 115 | c : 2 F.7 t.1 € million
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p : 117 | c : 2 € million 1,600 1
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P : 119 | C : 2 Earnings bEforE tax
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p : 121 | c : 2 F.14 t.1 € millio
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p : 123 | c : 2 pUMa BUsiness and s
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p : 125 | c : 2 F.17 t.1 gross cash
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p : 127 | c : 2 t.4 t.1 pUMa BUsine
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p : 129 | c : 2 We are well positio
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P : 131 | C : 2 emPloyees number of
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p : 133 | c : 2 managing directors
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p : 135 | c : 2 risk and opportunit
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p : 137 | c : 2 ensure that PUMA pr
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p : 139 | c : 2 main Features oF th
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p : 141 | c : 2 pUMa BUsiness and s
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p : 143 | c : 2 Effective implement
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Page 152 and 153: p : 151 | c :8 t.3 t.1 After tax Ta
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Page 156 and 157: p : 155 | c :8 notes to the consolI
Page 158 and 159: p : 157 | c :8 The surplus of the a
Page 160 and 161: p : 159 | c :8 60. Brandon Services
Page 162 and 163: p : 161 | c :8 cash flow from that
Page 164 and 165: p : 163 | c :8 proDuct Development
Page 166 and 167: p : 165 | c :8 The age structure of
Page 168 and 169: p : 167 | c :8 9. propertY, plant a
Page 170 and 171: p : 169 | c :8 12. other non-curren
Page 172 and 173: p : 171 | c :8 The table below show
Page 174 and 175: p : 173 | c :8 Net income by measur
Page 176 and 177: p : 175 | c :8 Actuarial gains and
Page 178 and 179: p : 177 | c :8 capItal reserve The
Page 180 and 181: p : 179 | c :8 Changes in the “SO
Page 182 and 183: p : 181 | c :8 Income from associat
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Page 186 and 187: p : 185 | c :8 Total expenses resul
Page 188 and 189: p : 187 | c :8 The following overvi
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Page 204 and 205: p : 203 | c : 10 Indicator (Core/Ad
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Page 219 and 220: p : 218 | c : 11 puma Year-on-Year
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