PUMA's Background PDF download - About PUMA

share price rises from 8.6 Euros in 1993 to an all time high of 350 Euros in April 2007.
Zeitz manages to turn PUMA from a low price brand into a premium Sportlifestyle
company and one of the top 3 brands in the sporting good industry by sticking to a
long-term development plan that he introduced in 1993.
In 2007, French luxury group PPR (now Kering), one of the world’s top fashion and retail
companies, acquires more than 60 percent of PUMA. With the support of Kering, PUMA
strengthens its position as the leading company in the Sportlifestyle market with a
continued focus on long-term sustainable growth. With the transformation of the
company into a European Corporation (SE) in July 2011 Franz Koch succeeds Jochen
Zeitz as CEO after 18 years in this position. Zeitz ensures a continuous strategic
management of the company’s next phase of its corporate development as the
Executive Chairman of the one-tier PUMA SE Board until the end of November 2012.
As of December 2012, Jean-François Palus, Group Managing Director of PPR, takes over
as Chairman of the Administrative Board of PUMA SE. And on April 18 th , 2013, the
Administrative Board of PUMA SE appoints Björn Gulden (47) as the Sportlifestyle
company’s new Chief Executive Officer (CEO), effective 1 July 2013. Björn Gulden brings
to PUMA an extensive international experience of nearly 20 years in the sporting goods
and footwear industry, where he held a variety of management positions. His main task
is to lead PUMA through its continuing restructuring and transformation program.
With the objective of being “The Most Desirable and Sustainable Sportlifestyle
Company”, PUMA's position as one of the few, true multi-category brands is to be
strengthened and the opportunities offered by the Sportlifestyle market are to be
systematically exploited in all categories and regions. As a multi-category supplier, PUMA
is active in categories and business fields/divisions that suit its unique brand positioning,
and in which permanent value increases can be achieved for the company.
PUMAVision forms the guiding principle for PUMA and our global partnerships and
commitments. It combines the concepts and initiatives of PUMA with respect to
„entrepreneurial sustainability“ and „social responsibility“. The four principles of
PUMAVision, fair, honest, positive and creative constitute the compass of our
company, employees, partners and target groups with respect to all our decisions.
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