PDF Download - Puma-catchup.com

april 2013
#2
Introducing
PUMA's
new CEO
Björn
Gulden
EXCLUSIVE
PPR
becomes
Kering
›
SPORTS
Confed
Cup Kits
2013
›
entertainment
Celebrities
& PUMA
products
›

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CAtch up | # 02_April 2013 Content P _ 07
PUMA BITES
08 - 11
PUMA Joy
40 - 41
PUMA VISION
42 - 43
PUMA VISION
44 - 47
# 02 | april 2013
PUMA EXCLUSIVE
12 - 17
› INTERVIEW:
PPR BECOMES
KERING
>
› Get the
latest PUMA
headlines
>
Simply enJOY!
PUMA entertainment
>
38- 39
› WORN MY WAY
› CLEVER
LITTLE HANGER
>
› FAIR TRAde
>
PUMA retail
48 - 49
› PROJECT
CATAPULT
Editorial
02 - 05
› CATching up with
JEAN-FRANçOIS PALUS
>
PUMA SPORTS
18 - 21
› CHECK OUT
THE CONFED
CUP KITS
PUMA SPORTS
22 - 25
› ROCKING THE
CHAMPS 2013
>
PUMA entertainment
34 - 37
› PLACING PUMA
PRODUCT
>
PUMA globe
50 - 53
› WHAT'S NEW
IN YOUR PUMA
COUNTRIES
>
PUMA SPORTS
26 - 27
› AARON
HERNANDEZ
TRAINS WITH
US
PUMA SPORTS
28 - 29
› NEWS FROM
COBRA PUMA
GOLF
PUMA Lifestyle
30 - 33
› HOT SOLES › NEW CEO:
BJÖRN GULDEN
>
PUMA Business
54 - 55
>

P_08 CAtch up | # 02_April 2013 BITES
P _09
PUMA Sustainable Design Lecture
PUMA SUPPORTS A GREENER RIDE
PUMA’s football teams on
the hunt for Glory
Last night, PUMA Club Borussia Dortmund thrilled
the world with a devastating display of attacking
football in the first leg of the UEFA Champions
League semi-final against the legendary Spanish
club Real Madrid. After an incredible performance
that delighted fans (and club partners), BVB won
4-1 following four goals from Robert Lewandowski
– the first time one player has scored four goals
in a European Cup semi-final in the history of the
competition. Dortmund is in excellent shape to
become the first PUMA team ever to make the final
of the Champions League, in what looks like an all
German affair following Bayern Munich’s earlier
demolition of FC Barcelona.
Some may say this success was written in the stars, after the football miracle in Dortmund only two weeks earlier. The team showed
incredible spirit to comeback with two goals in injury time against Malaga. The second leg will be played in Madrid on Tuesday, April
30th. Fingers crossed! Another PUMA club that is on the chase for a title win is VfB Stuttgart, who made it to the final of Germany’s cup
‘DFB-Pokal’. Before they can lift the trophy though, the team will have to beat this season’s Bundesliga champions Bayern Munich on
June 1st. Other teams however have already brought great success this season. Congratulations go to Greek Superleague winners
Olympiacos FC, who finished an extraordinary season with only one (!) loss throughout the whole season. Further excitement within
the PUMA family was caused by the English club Cardiff City FC that after 51 long suffering years have finally earned the rights to
compete in the Premier League again. Chapeau guys! Hats off to you all!
In future, you could change trains
without stopping at a station
but rather by getting on and off
through a clever docking system as they
race along.
Paul Priestman, designer and cofounding
Director of Priestmangoode,
explained this and other innovations
during the Third Annual PUMA Design
Lecture in February at the Design
Museum in London.
You can watch and download a recap at:
› click here
ORACLE secure championship
ORACLE TEAM USA secured the overall 2012-13 America's Cup World Series
season championship over the weekend. Tom Slingsby and the team's young guns
filled in for skipper Jimmy Spithill and crew during this World Series event. The
Team is the defender in the upcoming America's Cup (Sept 7-21).
"I'm really proud to be getting the America's Cup World Series trophy for ORACLE
TEAM USA," said skipper Tom Slingsby. America’s Cup World Series Naples wraps
up the 2012-13 America’s Cup World Series season. The focus now shifts to the
“Summer of Racing” planned for San Francisco. It begins in July with the Louis
Vuitton Cup, the America’s Cup Challenger Series, and concludes in September
with the America’s Cup Finals. PUMA is the official technical supplier of
ORACLE TEAM USA. Learn more: › click here

P_10 CAtch up | # 02_April 2013 BITES
P _11
MY NEIGHBOURHOOD
The documentary “My Neighbourhood” tells the
story of a young Palestinian boy who loses his
home in East Jerusalem to Israeli settlers. But he
fights back by joining a community-led nonviolent
struggle with the support of thousands of Israeli
activists. The film, very much in the same vein as
the PUMA Impact Award winner “Budrus”, has been
praised by critics and scooped many awards since
opening at the Tribeca Film Festival last year. Most
recently it bagged the Peabody Award, one of the
most prestigious TV prizes in the United States.
Watch it for free: › click here
“William and the Windmill” is Ben Nabors’ film
about a 14-year-old Malawian who taught himself
to build a windmill to power his family’s property
using bottle tops and bicycle parts. It goes beyond
the incredible story of William Kamkwamba, the
amateur inventor, to explore the
challenges that came next amid the
high-profile attention that radically
changed the young boys life. The
film, which was supported by a PUMA
Catalyst Award, premiered at the
South by Southwest (SXSW) Film
Festival in Texas, scooping the Grand
Jury Award for Documentary Feature,
one of the festival’s top two honours.
› Check out the trailer
WILLIAM AND THE WINDMILL
We have spare copies of the children’s book
“Marmo Saves the Seas” featuring the
mascot of PUMA’s Ocean Racing crew.
In the book the little red octopus tells
children of the value and wonder of
our oceans and the importance of
preserving them. If you would
like copies for you and your
colleagues – available in English,
Spanish, Chinese, Portuguese,
French and Arabic – please send
an email by May 6th to
catchup@puma.com . Those outside Europe
will need to arrange shipping and tax forms.
Sets of books will be given out on a
first-come, first-served basis.
MARMO BOOKS TO GIVE AWAY

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P _13
Changing
from PPR to
Our Group PPR has changed its
name to Kering. François-Henri
Pinault, chairman and CEO, and
Louise Beveridge, SVP communications, explain
the reasons behind the corporate rebranding.
By Jonathan Duff, Kering
corporate journalist
Why did you decide to change the name of the
Group?
François-Henri Pinault: Changing name is both
a necessity and an opportunity for us. Our transformation
from a diverse, financial holding company
into a cohesive, integrated and international
group is now complete. Our new identity
reflects who we are now, marking our change in
scope and activity.
We focus on a single business: the design,
manufacture and marketing of desirable products
through an ensemble of 18 brands across
two fast growing segments: sport & lifestyle
(where PUMA is the largest and most important)
and luxury. The new name gives us a great
chance to reaffirm who we are today, our identity,
our vision, and the business we want to build
tomorrow.
Why did you choose Kering?
First, the new name has a meaning. I pronounce
it like the English word, ‘caring’ as I wanted a
name that reflects the company’s approach to its
brands, its people, its customers and the environment.
The name is a reminder of the Group’s
– and my family’s – origins in the Brittany region
of France because ker means home in Breton.
Kering is the home that shelters and nurtures
our brands and teams.
The suffix ‘ing’ signifies movement. It means
building rather than managing an existing business.
It also means we are constantly challenging
ourselves.
Why do you have a different name in China?
The Chinese represent a significant proportion
of the Group’s current and future, expected
customer base. We therefore created a special
name that resonates in China and which is short
and easy to pronounce. ‘Kai Yun’ is close to Kering
both in sound and meaning. It conveys the
idea of clearing the sky, making everything possible,
and pushing the limits of imagination and
dreams.
What do the owl emblem and the new signature
represent?
Well, I was keen for the company to have a living
figure. With its sharp vision, the owl represents
the visionary side of the Group, our ability >
Louise Beveridge (left)
and François-Henri Pinault
Ad for Kering with ‘Usain Bolt, Olympic
champion. Imagination gives him wings,
› Check out the video
his legs do the rest.’

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P _15
to anticipate trends and spot the potential in
people and brands. It’s a discreet and protective
animal and a sign of wisdom. The owl is a powerful
symbol for a Group that guides and nurtures
its brands and people! My father collects owls so
there’s a personal link too.
Our signature, ‘Empowering Imagination’, confirms
that imagination is at the heart of our business,
enabling us to create value in the broadest
sense. We encourage the creativity and agility
of our brands by empowering them to reach beyond
their current limits, to lead and innovate,
to realize their artistic and financial potential –
in the most sustainable manner. And we do this
by providing both structure and autonomy. The
resources, support and connections we provide
is what underpins the growth of our brands. It’s
what we call the ‘Kering effect’.
When does all this take place? Can we already use
Kering?
We are already using the new name, which will
be formally adopted at the Group’s annual general
meeting in June, and I invite everyone at
PUMA to do so from now on.
Kering (formerly called PPR) is PUMA’s majority shareholder
> A family-controlled, listed company, Kering is a world
leader in apparel and accessories, which develops an ensemble
of powerful brands
> The Group designs, manufactures and markets desirable
products across two fast growing segments:
• Sport & Lifestyle: PUMA, Volcom, Cobra, Electric and
Tretorn
• Luxury: Gucci, Bottega Veneta, Saint Laurent, Alex- › Check out this Empowering
ander McQueen, Balenciaga, Brioni, Christopher Kane,
Imagination video
Stella McCartney, Sergio Rossi, Boucheron, Girard-
Perregaux, JEANRICHARD, Qeelin
> Mission: to allow our customers to express, fulfil and enjoy
themselves through our products. This is in line with underlying
societal trends: increases in purchasing power,
people seeking to affirm their personality and the desire to
look and feel good.
The name change includes an
ad campaign featuring the brands
(here PUMA) and the new signature
What does the new name mean to you, Louise, as
form. And it’s not just about caring, it’s about
distributors of sports equipment in Germany,
as well as social media. Look out for full-page
head of Group communications?
action. We don’t only care about sustainability,
the mall owners in China, large American de-
spreads in the Financial Times and the Wall
Louise Beveridge: Kering is a name that is clos-
we have a team of experts in energy, biodiver-
partment stores… And then, most important, we
Street Journal, a coverwrap on the Internation-
er to the reality of our business today, which re-
sity and so on, that works with our brands. We
have our existing teams and potential employ-
al Herald Tribune. Plus there are the New York
flects our way of doing business, which reflects
don’t just care about digital, we are now building
ees, so we have our employer brand as well as
Times and Il Sole.
a point of view, which becomes a point of differ-
e-commerce platforms for all our brands.
the corporate one.
One of the more exciting things about the
entiation and a point with which our employees
campaign is the video series by fashion blogger
can identify with.
Who is the new name aimed at?
How are you communicating the name change?
Garance Doré, whose voice is more B2C than
Kering’s conception of value is quite wide; it’s
Kering, like PPR before, is a B2B brand, aimed at
We are making the most of print, digital and
B2B, making her an unusual choice for a Group
not narrowly financial. What we’ve created here
journalists, analysts, investors, NGOs and other
multimedia to touch our audiences, concentrat-
that doesn’t traditionally communicate to end
is not simply a new tag but a whole brand plat-
business partners, like major buyers. It’s the
ing on the business, trade and financial press,
consumers. >

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CAtch up | # 02_April 2013 exclusive
P _17
This is because online there are no frontiers
anymore. I know we are telling a B2B story to a
B2B audience. But when you’re using the digital
space and social networks as part of your distribution
channel for your story, you can’t draw the
line between where B2B stops and B2C starts. It
needs to work on the social networks. Garance
knows how to put together good stories for the
digital space and social media and she has followers
online – that’s essential.
Over the past two months, we opened the doors
of Kering and our brands and asked Garance to
tell the story of how imagination comes to life.
The result is a series of five videos with as many
themes: family, nurture, create, liberate and
sustain. The videos will be on YouTube and Kering’s
own platforms. You can already watch the
first film, Family.
How else are you communicating on Kering?
François-Henri held a press conference in Paris
on 22nd March. Jean-François Palus (Group
managing director and PUMA chairman) hosted
a celebratory party for employees and stakeholders
in New York on 4th April. There’ll be similar
events in Hong Kong and Tokyo. I’m also happy
to tell you we’ll be presenting Kering to the German
press at a special conference in Munich in
mid-June.
Our social media pages have all been updated
to reflect the new identity and are spreading the
news. You can follow Kering on Facebook, Twitter,
LinkedIn, Wikipedia, … And we are preparing
a campaign in China in June for Baido, Youku and
Weibo. I’d also urge people to check out our new
website: : › click here
is a name that is closer to
the reality of our business, which reflects our way of doing
business, which reflects a point of view, which becomes a point
of differentiation and a point with which our employees can
actually identify with.
A substantial force
> Distributed in more than 120 countries,
Kering generated revenues of €9.7 billion
in 2012 and had over 33,000 employees at
year end.
> Strategy is primarily based on the organic
growth of current brands: to expand into
new markets, reinforce their presence in
mature markets and develop their dis-
tribution network and channels, including
e-commerce
› Check out the video
> Acquisitions of small to medium size, with
promising expansion prospects and meet-
ing strict criteria (global recognition,
deeply rooted, true to their distinctive val-
ues, high potential), will strengthen and
complement the brand portfolio
How have people in the other Group brands reacted?
Some have been a bit surprised and didn’t know
what to expect. By and large though, most understand
the reasoning behind it now and it’s
growing on them. I think they appreciate the
need for the change and the value of it at corporate
level – and it does resonate.updated to
reflect the new identity and are spreading the
news. You can follow Kering on Facebook, Twitter,
LinkedIn, Wikipedia, … And we are preparing
a campaign in China in June for Baido, Youku and
Weibo. I’d also urge people to check out our new
website: www.kering.com
How have people in the other Group brands reacted?
Some have been a bit surprised and didn’t know
what to expect. By and large though, most understand
the reasoning behind it now and it’s
growing on them. I think they appreciate the
need for the change and the value of it at corporate
level – and it does resonate.

P_18 CAtch up | # 02_April 2013
SPORTS
P _19
CONFEDERATION CUP
KITS
“It fills me with pride to wear
this Italian shirt” Giorgio Chiellini
Italy and Uruguay will take to the pitch in
bold new PUMA kits at the upcoming Confederations
Cup in Brazil, this year’s hottest
football tournament now just weeks away.
Coconut shells and reused polyester
for new Italian football kit
“Damn fine” and “One of their best-looking kits”
were some chatroom verdicts on the new Italian
uniform, which features a bright neon piping
to complement the traditional Azzurri blue. Red
and green sleeve cuffs and white inserts at the
bottom of the shirt pay stylish tribute to the Italian
flag.
“The design is very impressive,” said Italian International
Giorgio Chiellini when the kit was
unveiled in April. “It fills me with pride to wear
this Italian shirt and I am excited about the prospect
of representing our footballing nation in the
upcoming Confederations Cup.”
The team shirt is made from recycled polyester
mixed with Cocona ®, an activated carbon made
from coconut shells which improves moisture
management. Replica shirts are made from 100
percent recycled polyester, a first for PUMA and
a further step in our pledge to increase the sustainability
aspect of the products we make.
Uruguay’s ‘lace up’ shirt turns heads
The Uruguayan football squad is also donning
a new look courtesy of PUMA, one with a
retro twist inspired by shirts worn by the
legendary ‘La Celeste’ team that claimed
gold in the 1924 Olympic Games.
Combining the white and light blue
colours of the national flag, the new
shirt has striking optical lacing on
the neck as a tribute to the 1924 shirt.
In the pre-World Cup era, scooping an
Olympic Gold was the most cherished
prize in world football and the 1924 Uruguayan
win against Switzerland made the
team heroes.
Fans praised the heritage-inspired shirt,
calling it an “instant classic” that will ensure
“La Celeste look great on pitch”.
The replica version of the new shirt is also made
from 100 percent recycled polyester.
The FIFA Confederations Cup
runs from June 15-30.
>

P_20 CAtch up | # 02_April 2013
SPORTS P _21
INGREDIENTS Italy
INGREDIENTS Uruguay
Neon piping
Lacing: Tribute to
the 1924 shirt
Embroidered AUF crest
Tribute to
the Italian flag
Not just any blue:
Traditional Azzuri blue
What’s
in the kit?
› click on the buttons!
White + light blue
= Uruguayan flag
A pinch of retro
Contains coconuts!
Moisture management:
Keeping our players dryer
than average

P_22 CAtch up | # 02_April 2013
SPORTS
P _23
Calabar
High school
wins Boys Champs 2013!
The fans of PUMA outfitted CALABAR High
roared loudly, witnessing their runners
stroll down to an easy victory in the Inter-Secondary
Schools Boys and Girls Championships
- better known as the Champs.
30 records were shattered in this year’s 103rd
edition of the annual Jamaican high school final
athletics meet and most popular sporting event
in the country. This is a fantastic record that
shows that the level of talent and athletic prowess
in Jamaica is constantly improving lead by
the examples of Usain Bolt, Shelly-Ann Fraser,
Yohan Blake and many other sprinting heroes.
>
200M
Michael O'Hara
from CALABAR
High rocks the track
FAN SUPPORT
The crowd gives it
up for its favourite
athletic talents

P_24 CAtch up | # 02_April 2013 SPORTS
P _25
FIRST PLACES
FOR PUMA
SPONSORED
SCHOOLS
400m win by Javon Francis FRANCIS from CALABAR High
Making the 4x400m look easy: Delano Williams
RELAY
Delano Williams (Munro
College) gives his best during
the 4x400m relay
HURDLES
Omar McLeod (KC) sets up
a 110m hurdles record
The four day event, held during the last week before
Easter in Kingston, saw PUMA sponsored
high schools on the six first places in the boys’
ranking, underlining that PUMA’s school programs
and grass roots initiatives bear fruit and
help to cement that Jamaica’s world dominance
in sprinting events is not going to end anytime
soon!
PUMA’s history with Jamaica dates back to 2001,
when we first entered a partnership with the Ja-
maica Olympic Association (JOA). In 2002, PUMA
began to partner with the Jamaica Athletics Administrative
Association (JAAA) which oversees
all of the Jamaican track & field matters and
athletes. In addition to these affiliations, PUMA
helps to develop young talent through the sponsorship
of 8 high school track and field programs.

P_26 CAtch up | # 02_April 2013
SPORTS
P _27
PUMA Trains with American
Football Powerhouse
Aaron Hernandez
He’s fast.
He’s versatile.
He’s athletic.
And now he’s training with us. Professional
American football player Aaron Hernandez has
joined PUMA as part of a roster of athletes from
various sports to work with us on men’s training
initiatives.
In true PUMA fashion, the relationship with Hernandez
will focus on the unexpected and highlight
his life off of the field. The two-year partnership
means that New England’s Hernandez
will be featured in the Nature of Performance
marketing campaigns, attend PUMA events, offer
training tips via the web site and our social
media channels, and lead special programs with
retail partners including a program launching
later this year involving training with high
school students.
Asked how he feels about becoming a face of
our training category, he said: “I’m very excited
to be working with PUMA, I have admired the
brand for many years and it really fits my overall
lifestyle. Most people know me for what I do on
the football field, but I have to train hard behind
the scenes and PUMA helps me to perform at
my highest level and look my best.”
At age 23, Hernandez has already established
himself as one of the most versatile and athletic
players in professional football today and has
proven to be a prominent role model for kids
and adult fans across the country. Hernandez
and PUMA will be working together to create
programs that not only fit within Aaron’s outlook
and fitness philosophy, but also work to help
causes he is involved with including outreach
within the Hispanic community.
“It isn’t every day that we welcome such a young
talent to our team and we couldn’t be more excited
to be working with Aaron Hernandez,” said
Jay Piccola, President of PUMA North America.
“His talent, athleticism and ability to overcome
adversity have made him a rising star, and all
this matched with his personality and intense
training regimen is what makes Aaron a key
part of the PUMA family.”

P_28
CAtch up | # 02_April 2013
SPORTS
P _29
PUMA GOLF Launches
Nature of Performance
Your Golf Closet
in the Palm
of Your Hand
By Kristy Owens
The team
shows off the
hottest golf
products
The Nature of Golf: It’s in our nature to stir things up in a historically
stodgy, stuffy sport. PUMA Golf provides products that make a statement
not only in looks, but also in performance.
As PUMA introduces the Nature of Performance to media, retailers and
consumers, we’re excited to report the importance of NoP here at
COBRA PUMA GOLF.
The Nature of Performance, along with PUMA CELL, allows PUMA Golf
to communicate key product benefits in a clear and concise way to consumers.
Nature of Performance gives PUMA Golf a creative platform to
engage with our fans around the world. PUMA CELL benefits are clearly
indicated on product, hang tags and in retail as a clear explanation of features
and benefits to the golfer – they know exactly what they’re getting.
For a closer look, check out Rickie Fowler and Ian Poulter’s CELL videos at
› http://bit.ly/AMPCELLFusion and › http://bit.ly/IanPoulterZL
showcasing their new 2013 footwear.
For more in depth info, visit › www.puma.com/golf
PUMA Golf is fusing the worlds of Golf, Fashion and
Technology together in a new app called PUMA STYLECADDIE TM .
The app is a virtual dressing room that contains all of the
key apparel, footwear and accessories that PUMA Golf offers
to create your very own one-of-a-kind golf look.
“PUMA STYLECADDIE is a huge step forward in providing
consumers an accessible and engaging way to check out our
gear,” commented Tom Manthe, Global Marketing Manager,
PUMA Golf. “You can easily mix colors, patterns and silhouettes
to create endless 360° head-to-toe looks.”
PUMA STYLECADDIE lets users select from a wide assortment
of shirts, bottoms, shoes and accessories to assemble
a unique masterpiece. The outfit is viewable at almost any
angle, and don’t be surprised if the silhouette celebrates your
work with a guitar riff!
A ‘Lookbook’ tab also gives users pre-built looks that Rickie
Fowler, Jonas Blixt, Lexi Thompson, Blair O’Neal and other
PUMA Golf athletes will be wearing on Tour. Users can build
the same exact look as their favorite PUMA Golfer or use the
pre-built looks to generate new ideas for their own outfits.
And to really personalize and share the look, you can use the
‘Photo Op’ function to layer the outfit over a photo of yourself
and share it with your friends.
Try it now now!
› check out
the video
› http://bit.ly/PUMASTYLECADDIE #PUMASTYLECADDIE
The PUMA STYLECADDIE app is available in the Apple App
Store and will soon be available in the Google Play Store.
› http://bit.ly/PUMASTYLECADDIE

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CAtch up | # 02_April 2013
PUMA
LIFE
STYLE
Hot Soles
BLACKRAINBOW x PUMA
Get inspired by the future but respect the classics, mix it up with the digital
domain and throw in some camouflage green. The result: a re-imagined
version of the R698, one of our most iconic Running styles. For this
limited release, PUMA partnered with Jay Smith and Greg Hervieux, the
duo behind multi-media street influencer BLACKRAINBOW from Paris.
Linking the future to the past was key for this project. Besides the PUMA
x BKRW R698 OG, they also came up with a lightweight version,
the R698 LTWT, which is a hybrid with an original
R698 upper and a FAAS sole.i >
a new CEO
› www.blackrainbowparis.com h
ange everything cmpletely? O
› Check out this Release Party video
Lifestyle
Limited tee
with Anwar Carrots
Puma recently hooked up with Anwar Carrots, one
of the trio behind the Peas & Carrots International
(PNCINTL) fashion and music brand,
to create a limited edition tee.
The tee features a 35mm
snap of the Obelisk of
Sao Paolo, a mausoleum
in Ibirapuera Park,
taken by Carrots on a trip to
Brazil. It was for sale at
the end of March at the
PNCINTL Pop-Up
Shop in New
York.
BLackrainbow x puma
This limited release was inspired
by the classics and the
digital domain
P _31

P_32 CAtch up | # 02_April 2013 lifestyle
P _33
Interview with
jeffstaple
How long have you been wearing PUMAs for?
Which style was your favorite?
Since High School... 1992 maybe. PUMA Disc
was the one that did it for me. There was also a
pair of PUMA Team Jamaica runners that I fell in
love with.
PUMA x
Staple Pigeon Suede
We have joined forces with multi streetwear brand Staple Design
and their iconic founder, jeffstaple, to launch the PUMA x Staple
Design Pigeon Suede. Design inspiration taken from their renowned
Staple Pigeon, this is the first of several upcoming special projects
designed to commemorate the 45th Anniversary of the PUMA Suede
this year. The shoe was released last week at the Reed Space in NYC
and will be available at selected sneaker boutiques across the globe
from May 3rd, 2013.i >
PUMA x Staple Pigeon Suede
Features include the classic Staple Pigeon
and an unusual colour combination
What was your inspiration behind the PUMA Pigeon
Suede?
Our world renowned Pigeon has graced a variety
of different products and styles for the past decade.
It has become a brand onto itself and has
quite a beloved following. One of the things we
look to do is always partner with equally (if not
more) iconic brands. We strive to attach the Pigeon
to silhouettes that stand the test of time.
The PUMA Suede is without question one of the
most important shoes in all of sneaker history.
What does the pigeon signify?
In one word? #PIGEONHUSTLE. The pigeon is
not supposed to win. Society throws every possible
negative thing at that bird. And yet it thrives.
It comes out a winner. That is the mentality that
every urbanite should embody. I think people of
my generation align themselves and relate much
more to the Pigeon than to a polo playing
horse or a crocodile.
What was it like working with the PUMA team?
Smooth as silk.

P_38 CAtch up | # 02_April 2013 ENTERTAINMENT
P _39
My shoes are the full stop on my outfit
What is UK rapper Professor Green’s
essential wardrobe item? Whose style
does Manchester-based recording
artist Misha B admire?
Find first-hand answers to these questions
as well as hot news on the latest
product drops, style galleries and upcoming
events at wornmyway.com, Puma’s
new interactive lifestyle hub. As a
campaign launched by UK Marketing in
March, WornMyWay encourages people
to share their Puma looks online, via social media and at music and
sports events across the country. It was supported by the European Entertainment
team, who brought in three high-profile Puma brand ambassadors
– Misha B, Professor Green and Jamal Edwards, the 22-yearold
founder of online music channel SBTV.
1
Using the microsite wornmyway.com and hashtag
#wornmyway, people are sharing images of themselves
in Puma gear and describing what it means
to “be themselves”. The best three answers will
be printed on limited edition tees and win cash
prizes. Join in!
Check out behind-the-scenes footage,
Professor Green’s homage to socks,
Misha B’s ode to clothes worn by
Michael Jackson and Prince and why
Jamal Edwards goes in for eyepopping
luminous. <
1. One of the snaps uploaded to the website
2. Interviewing the PUMA brand ambassadors
2

P_40 CAtch up | # 02_April 2013
JOY
P _41
PUMA Dance Dictionary
How do you express the word “spaceship”
in a dance move? Freestyler, Jet Li, shows how it’s
done as part of the A-Z of Dance. Learn the move.
Start your own dance conversation.
Check out the Video!

P_42 CAtch up | # 02_April 2013
Vision
P _43
PUMA says Ciao!
to the CLEVER LITTLE HANGER
at the America’s Cup World Series
in Naples, Italy
As part of our continued mission of being the
most desirable and sustainable Sportlifestyle
brand, our Event Retail team, who are responsible
for all retail and event activations within
our International Sports Marketing Categories,
partnered with our Clever World Team. The
5.4
3.4
3.1
objective is to showcase the most exciting and
innovative products, processes and initiatives
from our sustainability journey over the last ten
years, at one of our busiest consumer engage-
SOY
BASED INK
RECYCLED
CONTENT
ment touch points - the 34th Americas Cup
1 2 3
World Series.
After this test phase, we will introduce the Clever
Little Hanger to all event stores involved in
the 34th Americas Cup Final in San Francisco,
between June and October 2013, as part of our
Sustainability at Retail program, joining existing
initiatives such as Bring me Back Bin and
InCycle Products. <

1. The Clever Little Hanger will be
introduced to all event stores in
the 34th Americas Cup Final
in San Francisco between June
and October 2013
2. and 3. The Clever Little Hanger
in action!

P_44 CAtch up | # 02_April 2013
Vision
P _45
As PUMA continues on its road to becoming
more sustainable, CATch up looks
at how the FairTrade
IS FAIRTRADE FEASIBLE?
Making and selling products that balance
people, planet and profit is difficult, but
PUMA’s pledge to sustainability gives it
unique brand advantage among its rivals.
Can FairTrade help seal the deal?
Putting a price tag on its environmental
impact and being serious about reducing
its paw print have made PUMA an eco pioneer
among big corporations but capitalizing
on this success is still an uphill
battle, as recent experience shows.
On top of this, proving a company’s eco
credentials is tough. Studies show only
16 percent of customers believe what
corporations tell them. So certification
from an independent third party is the
best way to verify a product’s social and
environmental claims.
concept can help
The value equation at present seems to
suggest not, at least in some countries.
Consumers in South Africa would be happy
to pay around 10-15 percent more for
a FairTrade clothing product, said Collin
Allin, PUMA Performance Sport Manager
in Cape Town.
Fair Trade Tee from
the Wilderness Collection.
“Being the first to measure environmental
profit and loss is a great coup for the
company … and gives PUMA a huge lead
against its competitors,” wrote Anna
Levy, who specializes in building and facilitating
networks for change at The Hub
in London.
But she acknowledges that today’s profit-driven
culture still makes sustainability
an “add on bonus” rather than a central
influence on behaviour, even though
people know that unsustainable development
puts us all at risk in the long term.
GREEN GUARANTEE
Enter FairTrade, an organisation that has
set sustainability standards, branded
them and underpins them with a seal. It
is the most widely recognized eco label in
the world, according to opinion research
consultancy GlobeScan.
FairTrade coffee, the organisation’s poster
child, is a resounding commercial success
with its UK sales booming almost
1,000 percent over the last five years. But
does the approach work for apparel and
shoes?
But anecdotal evidence suggests that
the mark up in South Africa is much
more. “(It’s) 50 percent we’re seeing with
FairTrade in South Africa now,” said a
South African PUMA employee, pointing
to sales of PUMA’s Wilderness Collection,
which uses over 80 percent Fair-
Trade cotton in its styles.
FairTrade goods are more expensive because
the organization guarantees to pay
farmers a minimum price above market
rates. On top, it pays a “FairTrade premium”
that can be reinvested by farmers >

P_46 CAtch up | # 02_April 2013
Vision
P _47
to help their communities and the envi-
OTHER ROUTES?
PUMA Fair Trade football, now discontinued
(Photo: Renate Niebler)
ronment.
There are plenty of alternatives to Fair-
Trade, however. Ecoindex lists over 400
HURDLES
eco labels. But the fact that around two
Higher prices are one obstacle, Fair-
thirds of these were developed in the last
Trade’s definition of sustainable materi-
decade alone underpins the problem of
als is another. Currently the organisation
label fatigue that comes from the sheer
only certifies cotton, so PUMA’s use of
choice available.
recycled polyester in its apparel doesn’t
make the grade. Nor does the rubber in
“Consumers are confused,” said Patrin
the soles of its shoes.
Watanatada, a director at think tank Sustainability,
pointing to what she calls “lo-
In addition, products from China or Vi-
go’d out” consumers who have lost track
etnam cannot carry FairTrade certifica-
of the message.
tion because of labour practices in those
countries.
So is FairTrade doomed as an option for
PUMA? “No” say its proponents within
This geographical limitation influenced
the company, pointing to the credibility
PUMA’s decision to stop producing Fair-
it has won with consumers over the last
PUMA Regional General Manager
percent of products across its interna-
Trade footballs. They were pricier than
25 years and the commercial success of
EEMEA.
tional product range more sustainable by
conventional ones and trickier to
products like coffee, sugar and cocoa.
2015.
market because contractual obligations
Others believe that focusing purely on
disqualified them from being used in pro-
They insist that with support from the
FairTrade misses the bigger picture
“Only a small green line which does not
fessional games. Only 10,000 balls were
very top of the company it is a viable com-
which is about getting volume into PU-
sell in big volume will not be accepted as
sold in the four years after they were
mercial option, one that can leverage the
MA’s sustainability index be it through
green excuses for an unsustainable main
launched in 2008. But the nail in the cof-
sustainability advantages PUMA has al-
organic materials, cotton made in Africa,
product portfolio, “said Stefan Seidel,
fin came when PUMA chose China as the
ready harnessed as a brand.
recycled polyester or the Cradle to Cra-
Teamhead PUMA.Safe. “This is why we at
sourcing country for its football business.
dle® concept of making products that
PUMA have set the target of 50 Percent
Add to these difficulties the fact that
“I am convinced that in the next ten years
the growth of FairTrade products will
can biodegrade or be fully recycled.
more sustainable products until 2015.”
<
PUMA has millions of products and the
outstrip products sourced and market-
The cardinal sin would be to try and sell the

headache of FairTrade certifying them all
ed without an independent certificate of
green line if most business volume is still
gets worse.
integrity – the consumer will reject un-
produced in an unsustainable way. Hence
certified products,” said Martyn Bowen,
PUMA’s challenging targets of having 50

P_50 CAtch up | # 02_April 2013 globe
P _51
GERMANY
Host an apprentice
puma
globe
CANADA
BATA OUT OF THE BOX SNEAKER EXHIBITION
“Sneaking” to Iconic Status: ‘Out of the Box’ exhibits the history of sneaker culture.
Ever paused to consider when the sneaker first appeared? Or wonder how it has become such
a wardrobe essential, status symbol and icon of urban culture?
For those in Canada, look no further than a new exhibition at the Bata Shoe Museum in Toronto.
Out of the Box: The Rise of Sneaker Culture runs until March 30, 2014 and among the 130 exhibits
showcased are two iconic PUMAs.
Which ones? › Click here to see PUMA RS Computer Shoe
Are you interested in having an apprentice
in your department?
PUMA offers training to talented, joyful,
helpful people studying the following:
• International Business – Sales & Marketing
• Sports Management
• Accounting & Controlling
• Logistics
• Fashion Business
• Apprenticeship in Industrial Management
• Apprenticeship in Retail Sales
• Apprenticeship in Warehouse Logistics
If you would like your department to be part
of the apprenticeship programme, please
contact Franziska Traut in HR Development:
franziska.traut@puma.com . Applicable for
Germany only.
› Click here to see PUMA x Hussein Chalayan Urban Swift
Some of Sneakers’ Steps to Supremacy (in 21st century urban culture at least)
Rewind to the middle of the 19th century when the Liverpool Rubber Company develops the ‘plimsole’, a shoe
with a canvas upper and rubber sole for use on the beach. By 1873 the term sneaker has been coined referring to
how quiet the rubber soles are on the ground. By the middle of the 20th century, the sneaker has become firmly
entrenched in the wardrobe of millions of North Americans. The 1870s ‘Me Generation’ shifts the focus of fitness
from group identity to individual success. High-end athletic footwear becomes a sign of conspicuous consumption.
The end of the 20th century sees basketball shoes embraced in American cities, giving rise to sneaker culture
and transforming the sneaker into the icon that it is today.
SWITZERLAND
PUMA Lifestyle @ Jelmoli
Skaters clad in overalls darted through Zurich’s shoppers handing out
PUMA gear and invitations to the opening of a new PUMA Lifestyle Store
in Jelmoli in March. New York-based ‘Billy the Artist’,
known for his intricate designs, found himself something
to wear at the store and had fun at the after-shopping
party, too. Check out the video!

P_52 CAtch up | # 02_April 2013 globe
P _53
ITALY
PUMA Store in Rome revamped
More joyful, more innovative, more sustainable: on April 5th, we reopened our
PUMA Store in Rome with a new retail design. The more than 140 square meters of
shopping space mean there’s enough room for a broad range of products from our
Performance and Lifestyle collections. It’s also chock full of cutting-edge architectural
and technology features, representing our
brand’s joyful and witty spirit. Inside the changing
rooms, the PUMA Peepshow, a red box featuring
a small video screen, opens up to show
entertaining clips. Moreover, full wall inscriptions
fusing Latin prints with the PUMA logo immerse
our customers in the legend of the “eternal city,”
taking them back to ancient Rome. The new Store
also incorporates several sustainable features,
such as an efficient lighting concept resulting in
reduced energy consumption as well as FSC certified
wood and certified floor finishes.
ITALY
PUMA Dance Crew
Grand Finale
PUMA Social
mixed it up in
Turin on April
11th, making the
city dance with
Max Brigante,
Hip Hop TV and
the best breakdance
moves.
› click here for more pics
The PUMA Dance Crew also came to Milan,
Rome and Bologna before the finale in Turin.
The TX-3 made a splash at SportsLab, with the Swiss
specialty sneaker chain giving it prime window and in-store
space at eight of its shops. Copies of the PUMA Running
Book were given away
and a quirky ad for the
running shoe from
its initial launch year
1984 featured on
SportsLab’s blog.
› click here
SWITZERLAND
TX-3 retro runner
grabs limelight

P_54 CAtch up | # 02_April 2013
business P _55
Coming
Back
to Score
IT
was a hard decision for him to make,
he said. “Pandora is a great business
which is performing well, but the
sports industry has always been a major part of
my life, and my role at PUMA will also allow my
family to remain in Germany.” After just one and
a half years as the CEO of Danish jewellery company
Pandora, Björn Gulden decided to follow
his passion and return to the Sports business by
taking the helm at PUMA.
Lucky us! With Björn Gulden, PUMA has gained
an experienced sports industry expert, who has
proven his leadership qualities and know-how in
managing sports and footwear brands throughout
his professional career of 20 years. The Norwegian
knows his stuff when it comes to fashion
and sports: in the 90s he spent 6 years at Adidas,
Björn Gulden
PUMA’s New CEO
The ex-football professional is familiar with PUMA’s home turf: He used to
play for the German Bundesliga club 1. FC Nürnberg and spent quite some
years with our neighbours across the road in Herzogenaurach. He knows
the sports industry inside out and is an expert in footwear retailing. PUMA
could not have hoped for a better fit to get back on track.
being responsible for Apparel and Accessories
as Senior Vice President, and he was part of the
management team that oversaw Adidas’ stock
market launch. Adidas insiders, who know him
from his time back in Herzogenaurach, called
us fortunate. “This is a truly friendly chap and it
was a pleasure to work with him,” said one longstanding
Adidas employee, who remembers Gulden
well.
“Very sympathetic,” is also what Gerd Schmelzer,
President of the 1. FC Nürnberg football club
in the 80s called Gulden. He was an enormous
football talent, but several injuries were obstacles
on his career path, Schmelzer said. After
Gulden played four matches for the club in the
season of 1984/ 1985, a knee injury finally made
him return to Norway where he studied Business
1. Signing with the 1.FCN in the eighties. Now he's
coming back to the area
2. The new CEO at Tuesday's Townhall Meeting
3. Björn Gulden with Chairman Jean-François
Palus (left)
1
2
3
and Administration. Two years later, he also obtained
an MBA from the Babson Graduate School
of Business in Boston.
In 1999 Gulden left Adidas and moved back to
his home country Norway to work for outdoor
apparel company Helly Hansen, where he headed
Product, Marketing and Sourcing. In 2000,
however, he joined Deichmann, Europe’s largest
footwear retailer, as General Manager and
Director, where he headed the US-subsidiaries
Rack Room Shoes and Off Broadway Shoes as
CEO and President.
There is no doubt that Gulden’s international
experience and extensive knowledge of the footwear
business as well as the sporting goods industry
will benefit PUMA in the current situation,
where we need to get back to profitable growth.
He knows the products and the competition very
well, is familiar with the PUMA brand and aware
of what it takes to succeed in the current competitive
markets.
The 47-year old, who speaks Norwegian, English
and German, is quite keen himself to join us: “I
am honoured and look forward to taking on the
position as CEO of PUMA, one of the industry’s
most exciting and powerful brands,” he said.
“PUMA enjoys an enormous potential – both in
the Performance and in the Lifestyle markets,
and I am eager to help unlock this potential and
further grow the company in the years to come.”
And the Zurich-born has proven that he can do
it: Under Gulden’s one-year tenure, Pandora saw
its stocks rise by 200 percent.
>

ThankS
for reading!
Next CATch up:
June 2013
We will be back
with the next issue
of CATch up at the end of June,
including exciting news from
Motorsport, Lifestyle and more.
Get in touch via the email button
below if there’s anything you’d like
to share with all of us.
See you then!