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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.”
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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