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Bolt in London:
OUR MAN
ON HIS
MISSION
july 2012
#10
PUMA SPORTS
SKIPPER
READ AFTER
THE OCEAN
RACE
PUMA VISION
›
AWARD FOR
MOVIE ABOUT
GANG
VIOLENCE
PUMA BUSINESS
›
FINANCIAL
RESULTS
AND TRANS-
FORM
›

P_02 CATch up | # 10_July 2012
Franz Koch FIRST HALF RESuLTS
SHOW PuMA’S NEEd
TO TRANSFORM
”
GROWING
IN BIG STEPS
POSES A
CHALLENGE
“
EdITORIAL P _03
After PUMA has been tremendously successful over the
past two decades, we are now going through a rough patch.
While we continue to grow and expect another record year
in terms of sales, PUMA’s slow-down in sales growth as well
as our earnings performance in the first half of this year have
failed to come up to our own expectations.
When we launched our “Back on the Attack”-Plan in Autumn
2010, we already pointed out that 2011 and 2012 will
be transition years, in which increased investments would
be necessary in order to achieve our long-term objectives.
However, as a consequence of a deteriorating market environment
particularly in our biggest region, Europe, in combination
with severe cost pressure due to significant investments
made, PUMA's Management has decided to speed up
its change management program. This is the most extensive
reorganization of the company since 1993,
>

P_04 CATch up | # 10_july 2012
A NEW BusINEss MOdEL
” “
WE CHANGE
TO BECOME
A MORE
COMPETITIVE
COMPANY
when our net sales amounted to about 210 million Euros. In
the meantime, as you know, our sales grew to 3 billion Euros
last year. Although we can obviously be pleased about
such a great performance, growing in such big steps at such
a quick pace poses a huge challenge for a business.
This is exactly one of our issues today: PUMA’s current business
model dates back to times when we were much smaller
and it does not cater any longer for the sales we generate today
nor for the future sales we envisage. Therefore, the most
central element of PUMA Transform is the implementation
of a new business model that increases efficiencies relating
to our organization, processes and systems – all of which are
preconditions for sustainable, profitable growth.
While I understand that changes come with concerns, we
do not know the exact manifestations of PUMA Transform
yet. Over the next couple of weeks we will further detail our
game plan and you may rest assured that we will keep you
informed about the progress. Let's not forget... we change
for the better and we change to become a more competitive
company for the long run!
Enjoy the Olympics and keep your fingers crossed for Usain
Bolt and all of our athletes in London!
<
Yours
YOuR CATch up CORREsPONdENTs THIs MONTH ARE ...
NjOY!
EdITORIAL P _05
› Lisa Ramsperger
PR Manager PuMA sailing
• chatted with skipper Ken Read and the team after the
final of the Volvo Ocean Race
• has been with PUMA since April 2011
• loves what she does at PUMA because of the travel,
the adventure, the fun … and experiencing it all with great
people – the best sailing and shore crews, an amazing
PUMA team and Marmo!
• enJOYs a day hike and her iPhone; good food and great
interviews; and, of course, sailing!
› sarah stade
International PR Coordinator
• Tells us about the new Borussia Dortmund kits
• Has been with PUMA since February 2010
• Loves what she does at PUMA because she gets involved in
many different projects and works with interesting people
from all over the world
• enJOYs playing sports (she beat Sergio Aguero’s dad in ping
pong), travelling and singing in the office (to the dismay of
her colleagues)
› sandra Gerstung
Manager Events & Promotion EEA
• Organised PUMA’s super popular booth at the
Bread & Butter fashion tradeshow in Berlin.
• Has been with PUMA since 2009.
• Loves what she does because she can re-invent herself
from event to event, let her creativity run wild and do what
she is best at – organizing and planning.
• enJOYs going out with friends, participating in sports,
and travelling as much as possible.

P_ 06
CAtch up | # 10_July 2012 Content P _ 07
# 10 | July 2012
02 - 05
editoriAl
› Catching up with Franz KoCh
PuMA eXCluSiVe
10 - 17
› interVieW
Prior to the
olYMPiCs
PuMA SPortS
28 - 31
› laUnCh oF
neW BorUssia
dortMUnd Kit
>
PuMA biteS
>
08 - 09
› Get the
latest PUMa
headlines
PuMA SPortS
18 - 27
› sKiPPer read
aFter the
oCean raCe
>
PuMA Joy
36 - 37
>
siMPlY enJoY!
>
PuMA lifeStyle
32 - 35
› hiGhliGhts
FroM the
Bread & BUtter
PuMA ViSion
38 - 41
› aWard For
MoVie aBoUt
GanG ViolenCe
>
PuMA buSineSS
44 - 45
› FinanCial
resUlts and
transForM
>
PuMA Globe
42 - 43
› What's neW
in YoUr PUMa
CoUntries?
>

P_08 catch CAtch up | # 10_July 2012 BiteS
P _09
uSain BOlt
crackS 7 milliOn
On FaceBOOk
Only four years
after getting his
own Facebook
fan page, Usain
Bolt has racked
up over 7 million fans. The PUMA idol is the only
track and field athlete with this kind of popularity
on Facebook. Interesting side note: Usain’s
biggest fan base, according to the social network,
is UK-based with just under one million, followed
by India, USA, France, Italy, Australia, Canada,
Jamaica, Germany and Chile. Read on for an
exclusive interview with The World’s Fastest
Man and like his Facebook page:
› https://www.facebook.com/usainbolt
Win a
miniature
mar
mOStrO!
Are you into sailing? You
especially admire the
performances of the PUMA
Ocean Racing crew that just
sailed around the world?
Well, good news: The Mar
Mostro, our boat that was
custom made for the
Volvo Ocean Race, is now
officially for sale.
1.6 million Euros – or best
offer – and it’s yours. Is
that over your budget? Then there is still some good news for you:
CATch up is giving away three miniature Mar Mostros. This is how
it works: Send an email to › catchup@puma.com , subject line
“Mar Mostro”. The winner will be drawn by lot and announced in
the August issue of CATch up. Closing date is 15 August.
Jamaican Summer Party
Employees, friends and families came together at this
month’s first Jamaican Summer Party on the PUMAVision
Plaza in Herzo. The colorful program included entertainment
for the kids (a huge floatable pirate ship, crafts and
activities), live music, DJ tunes and the PUMA Socialympics
with lots of opportunities for the participating
teams to either show their skills in
random disciplines or make complete fools
of themselves. Profits were donated
to Charity Cat. Thanks again to the
volunteers! Click through the gallery!
Old SchOOl videO game:
run Puma run
We recently released a teaser video on our YouTube page
(click screenshot above to watch it), encouraging visitors
to partake in the video game Run PUMA Run. No real
athletic skills are required for this virtual race with old
school 8-bit graphics, but it does take quite some nimble
finger action to jump over hurdles and collect medals
along the way. Check it out and play at
› www.puma.com/runpumarun

P_10 cAtch up | # 10_July 2012
“BecAuse
i’m cool,
mAn”
Only 25 years of age, Usain Bolt
owns 27 Gold Medals and holds
several World records. At the
upcoming Olympics in London,
the fastest man in the world could
make history once again. CATch up
met Usain for an interview about
the things that really matter:
sneaking chicken nuggets, playing
video games until 3 in the morning
and meeting Angelina Jolie.
London
2012
* * * * * * * * * * * * * *
exclusive
P _11

P_12
cAtch up | # 10_July 2012
usAin, everyone
expects you to win
at the London
Olympics. You too?
I am going to London to defend my Olympic
titles in the 100m, 200m and 4x100m. It’s as
simple as that. I believe I have a great chance of
winning again. As I keep on saying, it’s all about
hard work. As long as I get all the work in, stay
injury-free, and I don’t stress too much, I should
be great and it should be a wonderful Olympics
for me.
Who would you say are your main rivals?
Everybody is a rival. As long as you’re going to
be in a race with me, you’re my rival. I look forward
to the competition, but I don’t know the focus
of my rivals.
There is no one you are looking at specifically?
Maybe World Champion Yohan Blake, your
teammate who beat you twice this year?
No, I don’t do that. Over the years I’ve learned
that people pop up. A lot of people sit down and
say “Ah, I am focused on this person or that
person because he is the best”, then somebody
pops up that you knew absolutely nothing about.
Then you are focused on that person. Then he
beats you. What are you going to do then? As far
as I’m concerned, as long as you are in the race,
you are my competitor. I take you really seriously.
No matter how fast or slow you may be
1
2
2. the laid-back guy:
Is there any other professional
athlete as chilled and charismatic
as Usain? Doubtful.
3. the driven competitor:
“You’ve got to sacrifice a lot
if you want to be a successful
athlete.” – Usain Bolt
3
1. the entertainer:
Usain cuts quite a figure on the
runway – here at the Cedella
Marley press event in London.
exclusive
P _13
running I take you seriously, because you never
know what happens on that day. So, I am always
focused and ready.
What about the Olympics are you most looking
forward to?
Definitely the crowd. Over a million people have
bid for the tickets. There are so many Jamaicans
who have said they’re going to London, and
there are so many Jamaicans living in London.
I’m really looking forward to that support. Jamaicans
are really loud and I just can’t wait to
feel the energy. The atmosphere is going to be
so different from all the previous competitions,
I can tell. I’m so looking forward to it. It should
be just amazing.
Did you train differently, specifically for the
Olympics?
Maybe the programme was a little bit different,
but it’s always the same basics: you start out,
then you vary your way into speed, then you go
into speed endurance – that’s usually the way it
goes. It’s the same thing, but maybe executed in
different ways; depends on how the coach sees it.
But we’ve also heard about some unconventional
training methods...
Oh, you must be talking about my early season
background training. Yeah, we put weights
onto a sled and I run pulling that. I’m not really
sure how much, probably around 50 kilos or so.
There’s also strength training that we sometimes
do in the swimming pool. If we feel something
is a bit weak, like hamstrings or quads,
or something like that, we work in the pool. It’s
hard work, but it’s fun! Maybe I’ll ask PUMA to
design me some underwater shoes! >

1
P_14 CAtch up | # 10_July 2012 exClusive
1. the winner: Five-time
World and three-time
Olympic gold medalist.
2. the world-record
breaker: Usain is the
world record holder in
the 100 metres, the 200
metres and (along with
his teammates) the
4×100 metres relay.
2
"I’m getting kind of old,
but I’m still looking good"
How important is sleep for you to regenerate?
I should sleep a lot, but I’m a night-bird, I can’t go
to bed early! My coach always says “Would you
go to bed? Get at least 8 hours’ sleep, because
night sleep is better than day sleep.” I sleep a lot
in the day, you see, because alright, I’ll be up, I
watch TV, I probably play video games until 2, 3
o’clock, it depends… I have to be really tired to
go to bed.
Are you a morning grouch or filled with energy
as soon as you get up?
That would all depend on how much sleep I got
the night before. As long as I get a good rest, I’ll
always wake up in a good mood. But if I don’t,
I’m just lazy the whole day. It’s all about the
amount of sleep I get.
How closely do you watch what you eat?
Oh, quite closely. I’ve got someone to cook for
me now, because my coach is constantly reminding
me how important it is and he is right:
I can tell myself how a balanced diet has a real
impact on my performance. I also think the older
you get the more you have to watch what you eat.
I’m getting kind of old, but I’m still looking good
though! So, regarding my everyday diet, I listen
to my coach, who really decides what I’ll eat each
week, according to training programmes, competition
schedules, etc, and then my cook prepares
it. But to tell you the truth though, sometimes,
when I’m in Europe, I still sneak some
chicken nuggets in, which I really love!
You’re travelling a great deal. What is your favourite
place, apart from Jamaica?
Paris is nice, but I also spend a lot of time in
London. London’s growing on me!
P _15
Do you have a specific type of music you like lis-
tening to?
No, it depends on how I feel. Sometimes I am
in the mood for loud music, but after training
I cannot listen to loud music. I like listening to
beats or just some souls, or something like that.
For some reason, when I am tired I cannot listen
to loud music.
Are you allowed to listen to music while training?
No, my coach says you can’t focus while listening
to music. For years I’ve listened to music going
to the track, but as soon as we’re there, that’s it.
What brings JOY into your life?
People – a lot of different people. I have so many
friends. I am surrounded by my family and other
people, who just bring joy to me. They are
around me every day. Everybody, really. I work
with great people! And we do anything that’s
fun, really. At the moment I’m really into quad
biking. I play a lot of football with my friends,
too. I also play dominoes and I like board games.
You are the most laid-back athlete in the world.
Do you ever stress?
Of course I do! I am human, but my stress is
always about simple things. It’s never major
problems, because I have so many great people
around me that take their business seriously.
So, it’s never about business, or anything. It’s
about different things, like social problems and
families and stuff like that.
You’re moving in very interesting circles. Who was
the most exciting person you got to meet with?
I think that would be Kevin Garnett (basketball
player), because he’s one of my idols. It was >

P_16 cAtch up | # 10_July 2012
an honour meeting him when I was in Boston.
That was good. I’m also looking forward to
meeting Jason Statham, because he is my favourite
actor and also Angelina Jolie. I also enjoy
meeting the footballers, because I love football.
If you had the chance to interview anyone you
wanted, who would it be?
Definitely Jay-Z and his guys, because they built
an empire from scratch. I would like to know
how they did it all, those rappers. They’re really
intriguing to me. Once, I was listening to an interview
with 50Cent and he said he had a plan
before he became famous: a definite plan. He
was focused: this is my plan, if I get big, this is
what I will do. I think that’s just amazing!
Do you have your plan?
No, well, not in the same way. I was always a
fast kid, so I was always trying to be the fastest
I could be. I worked hard and I got better over
the years. It’s different in the music business;
there are so many artists with so many different
styles. In my field, it’s really about who’s the
fastest guy on the track on the day.
Who inspires you when it comes to fashion?
It’s all about what I look good in, really. I’d be
inspired by someone I might just see on the
street, whose style I admire. And then I might
wear it sometime, but I am just a simple person:
t-shirts, jeans, PUMAs. That’s me. I don’t wear a
lot of accessories.
How many pairs of PUMAs do you own?
People always ask me that! Last time I checked I
had something like 120 pairs in my closet. That’s
way too many shoes. When I walk into my closet
three disciPlines – three
gOld medAls?
Sunday,
August 5, 2012
>
› 100 m
19:45 >
21:50 >
Wed, August 8 > 20:10 >
Thu, August 9 > 20:55 >
Fri, August 10 >
Sat, August 5 >
› 200 m
› 4 x 100 m
19:45 >
21:00 >
Semifinals
Finals
Semifinals
Finals
Round 1
Finals
I have the toughest job trying to decide: “Oh my,
which shoes should I wear today?”
When you choose your outfit, do you try to show
off your body?
Of course! I am really into the European look
now: tight shirts and so forth. Put the muscles
up. Impress a few ladies, you understand?
Do you like shopping?
I used to love shopping at one time, but it’s no
fun anymore. When I go shopping the people all
say: “Can I get your autograph?” or “Oh, can I
take a picture?” It can take ten hours to shop for
just one shirt!
You have 7 million fans on Facebook. How crazy
is that?
That’s an amazing feeling. I am so surprised to
see that it keeps going up, as well. My twitter
account keeps going up, too. It’s a wonderful
feeling to know that people really like you and
that you have so much support from them. It’s a
great feeling to know that I have made an impact
the special One: Being called a legend already,
what will be the next chapter?
exclusive
P _17
on so many people and they really want to be my
friend, or just want to be a part of what I do, to
see what I do on a daily basis.
Why does everyone think that you are the coolest
dude?
That’s because I’m cool, man!
Do you get a lot of presents from your fans?
Yes, I do. I get a lot of drawings from kids, which
I collect. Some of them are really nice and done
by really young kids. I remember one drawing,
in particular, was just a stickman drawing of me,
which was really pretty funny. It was coloured in
green, like the Jamaican colour. It was so cute.
If a kid wanted to become an athlete, what advice
would you give?
Well, dedication and sacrifice are vital. It took
me a while to learn that, but you’ve got to sacrifice
a lot if you want to be a successful athlete.
Especially your social life. Focus and determination
are also necessary to work towards the
goal. It’s always key to set yourself a goal and
work towards it. Some people like to set themselves
goals that they know are extremely hard
to attain, but it’s also good when you set yourself
easier goals and when you get there, you
set yourself higher standards.
Would you say that all the hard work and sacrifices
are worth it?
Definitely. It’s so rewarding! I get to do a lot of
fun stuff. I get to travel a lot. I get to meet interesting
people all over the world. I get to buy
what I want. I can get what I want. I love cars and
I can afford to buy them. So, for me it’s definitely
all worth it, I love what I do!

P_18
CAtch up | # 10_July 2012 sPoRts P _19
The PUMA Ocean Racing
team traveled 39,270
nautical miles and spent
more than 120 days at sea
MAst cRAsh,
BAck to BAck wins,
thiRd oVeRALL
PUMA’s eMotionAL RoLLeR coAsteR
Ride At the VoLVo oceAn RAce 2011-12
By Lisa Ramsperger
>

P_20
Lap around the planet complete.
The PUMA Ocean Racing team
traveled 39,270 nautical miles
and spent more than 120 days at sea
on an extreme offshore adventure –
the Volvo Ocean Race 2011-12.
Along the way, they hit rock
bottom, had an amazing comeback
and spread the PUMA love at stops
in 10 different ports. After following
the crew around the world, Sailing PR
Manager Lisa Ramsperger sat down
with Ken Read for a final chat.
Now that the race is over, do you already miss the
smell of the stinky boat and eating freeze-dried
meals?
What I still miss is my dog, my couch, my wife
and daughter, my home, friends and family. All
the stuff we’ve missed for the last two years dur-
ing training and the race. To say the least, I’m not
clamoring for freeze-dried food at this moment.
In fact, I haven’t even had a peanut butter and
jelly sandwich in the last few weeks.
Will you ever have one again? You’ve eaten so many
peanut butter and jelly sandwiches these past 9
months.
CAtch up | # 10_July 2012 SPORTS P _21
Of course! I love peanut butter and jelly.
What are some of your personal highlights?
Obviously, the two leg wins were big and espe-
1
cially Leg 5 into Brazil. We weren’t expecting the
massive crowds, the enthusiasm. All on top of
completing such a tough leg across the Southern
Ocean. To make it through in one piece and
to win it was very special. Also, winning the leg
into our home country – Leg 6 to Miami, Florida
– was amazing. It was really cool to hear from
so many people who had been following the race
and supporting our team.
After losing the mast on Leg 1, does it feel pretty good
to finish on the podium?
For a long time, we were sitting in fourth and
fifth place. The cellar was a lot closer than the
penthouse. So, I’m incredibly proud of the team
for fighting to be mathematically in the hunt with
one leg to go. It sure says a lot about this team.
The last leg didn’t go perfectly, and losing sec-
2
3
ond place to CAMPER was a bit of a disappointment.
But, it doesn’t take away from the fact that
we were really strong and sailed well the second
half of the race. It could have been easy to quit,
but I give so much credit to each and every member
of the team on the shore and on the boat.
You made some risky decisions throughout the race.
Looking back, is there anything you would have
done differently?
There are a millions of things we might have done
differently. That’s the beauty of sailing. You can
be the king of hindsight, and that’s actually how
we get better. In Legs 2 and 3 we made a couple
pretty big mistakes, so we had serious discussions
about how we can do things better. I think
we steadily improved as the race went along. It’s
all part of sailing. No one ever
1. Skipper Ken Read keeps rivaling Team
Telefonica at bay.
2. The Mar Mostro on its final miles to
the Miami harbor.
3. Favorite pose: The captain celebrates
a PUMA leg win. >

P_22
CAtch up | # 10_July 2012 sPorts P _23
sails a perfect race, and if you don’t sit down and
break down what you’ve done, both the good and
the bad, you never improve. I think we were quite
good at doing that.
Taking everything into account, was the Volvo
Ocean Race a success for PUMA?
PUMA has clearly jumped into sailing with both
feet between our program and the America’s
Cup. Now, it’s looking at how this transforms for
the future. It has long been an objective of PUMA
to use sailing as a springboard for developing
the outdoor category. To demonstrate that gear
works outdoors, there’s no better environment
or more harsh conditions than what we do in offshore
racing around the world.
What was first on your agenda when the race
wrapped up?
First was some time with family and friends in
Ireland, golfing, horseback riding, chilling out
and talking about anything but sailing. Mission
accomplished.
A thoughtful Ken Read takes a final gaze at the remote island Tristan da Cunha, which acoomodated the PUMA Ocean
Racing crew after the mast crash.
QuiCK
hits With
Ken Read
> Biggest ah-ha moment
We went from centralizing weight on the boat to moving it to polar extremes in
one condition versus the other really aggressively, and it worked. The boat improved
in both light air and heavy air.
> most disgusted moment
Sitting in the middle of the Atlantic Ocean with our mast down over the side of the
boat. After years of work, to see our mast in the ocean rather than up in the air
was pretty disgusting.
> Biggest smile moment
> most nervous moment
Casey Smith was in his bunk with a blown-out back,
Thomas Johanson just dislocated his shoulder, and
we’re only a day-and-a-half into the Southern Ocean.
It was a difficult decision whether to drop them off
somewhere to get medical attention or tough it out.
We really thought long and hard about the right thing
to do. At the end of the day, we pressed on and both
got better, and obviously it paid huge rewards.
> most relieved moment
Coming into Brazil. Telefónica had made a massive
comeback, sailing in a clearly different weather pattern
for 3-4 days. They went from 400 miles behind us
to only a couple hundred meters back. Holding them
off at the end was a huge effort. Once they got into
our same weather pattern, we pulled away in the end.
That was a big moment for us.
There really is no one moment. When you sail with a group of guys like we had
on our boat, every day is fun and can be a comedy show. It’s how and why you can
get around the world in such confined quarters and such miserable conditions
with 10 other guys. Everyone kept a sense of humor. They’re still telling the same
jokes and sharing the same stories, and we’re all still laughing.
>

P_24
CAtch up | # 10_July 2012 SPorTS P _25
THe
TeAm
Ryan Godfrey, PITmAN
“This time around the fleet
was a lot tighter, especially the
second half of the race. Close
racing makes it harder mentally.
We went into the race expecting
to win, that’s what everyone
wants when you start a race like
this. When we dropped the rig
obviously times got a bit hard.
Overall, it’s a good result.”
Kelvin Harrap,
HeLmSmAN & TACTICIAN
“I think we’ve really stuck
together as a team. We’ve
been through some pretty
low points and some big
highs. And we’re all still
good mates.”
Casey Smith, BoWmAN
“We had such high expectations going into this race. When the
mast dropped, we had to change our expectations. Then we got
ourselves back into the race, and during Leg 7 from Miami to
Lisbon we were actually leading the Volvo Ocean Race at one point.”
Jono Swain, HeLmSmAN & TrImmer
“It was a hard race, mainly because it was so
close between the boats. In previous races one
boat always seemed to stretch out and win easily.
Right now, I’d probably do it again. I’m never going
to say never. I’ve been involved with this race
for 15 years, it’s been my life, so it would be naive
to say never. I’m not going to say, yeah, put me on a boat tomorrow. Everyone
needs a little down time between races to forget about all of the bad
moments and hardships. Then we’ll start back up again.”
Tony Mutter, WATCH CAPTAIN
“You always learn, and each time I’ve done this race I learn new ways to do things, new approaches.
The whole race has changed for next time and is evolving. So, I’ll try to take what I’ve learned from
this campaign and apply it to the next race. I think I have a couple more races in me…but don’t tell
my wife!”
Michi Müller, BoWmAN
“Why not do the race again? Most of the time it’s fun; only part of the time it’s a
job. I think all of us love sailing so much that we can’t get away from it.”
Tom Addis, NAvIgATor
“For me, it’s all about the offshore racing, so the two leg wins were
really satisfying – the first one was a real gritty win and we kept it together
into Brazil. Then from Brazil to Miami we just nailed that leg.”
Amory Ross, meDIA CreW memBer
“In any kind of sporting event like this you participate to find your
Rome Kirby,
HeLmSmAN &
TrImmer
“I’m sure it will sink
in when I’m back
home, but it hasn’t
yet. It actually felt
kind of weird not
loading the boat to go
offshore on the next
leg. Winning the final
In-Port Race was a
good way to step off
the boat. It was a pretty
unbelievable trip
around the world.”
limits, and challenging yourself is a big part of why guys sign up to do it again. I didn’t really
know where I was personally, but enjoyed learning about myself and how much I could take
on. It’s been an incredible experience. I know both professionally and personally I’ve grown
through the process. I’m looking forward to seeing what’s next.”
>

P_26
CAtch up | # 10_July 2012 sPorTs P _27
Brad Jackson, WATCH CAPTAIN
Celebrating a victory? Motivating your teammates?
You won’t see Brad Jackson standing
up to high-five anyone. The Kiwis and Aussies
on the PUMA team say it’s not their thing…as
spelled out in PUMAcast Episode 11: The Hex
of the Hi-Five. A simple handshake and “good
job” will do. But, the American-laden shore
crew prefer to “make it sting.”
Mid-way through the race, Brad hinted he
might consider slapping a few palms should
the crew win an In-Port Race. And what
happened in Galway at the final In-Port Race?
PUMA jumped to the front of the fleet and
cruised to victory. Even the Volvo Ocean Race
television broadcasters anticipated what
might happen when Brad stepped back onto
the dock…
“My HANd Is A lITTlE bIT sorE, IT's
A lITTlE rEd. THEsE HANds ArEN'T
dEsIgNEd For HIgH-FIvINg.”
– Brad Jackson
› Episode 11
› the Hi-Five video
1
2
The PUMA Ocean Racing team finished third overall in this edition of the Volvo Ocean Race, with
the France-based Groupama Sailing Team taking home the winner’s trophy. PUMA’s Mar Mostro
and crew recorded two leg wins – Leg 5 from Auckland, New Zealand, to Itajaí, Brazil; and Leg 6
from Itajaí to Miami, Florida, USA – and they were on the podium after seven of nine legs. The team
closed out the 2011-12 race on a high note, winning the final In-Port Race in Galway, Ireland, to
capture the overall In-Port Race Series title. PUMA was on the podium for nine of 10 In-Port Races.
FINAl sTANdINgs
Volvo Ocean Race 2011-12
Pos TEAM ovErAll
1 groupama sailing Team 253
2 CAMPEr with Emirates Team New Zealand 231
3 PUMA ocean racing 226
4 Team Telefónica 213
5 Abu dhabi ocean racing 131
6 Team sanya 51
1. Full throttle: The crew powers through the rough South China Sea.
2. Intermediate goal: Cape Horn, check!
>

P_26
cATch up | # 10_July 2012
True Love - PuMA LAunches new
BorussIA DorTMunD kITs
By sarah stade
sPorTs
A couple of weeks ago I had the chance
to witness one of the most impressive
fan cultures in the world of football, the
supporters of PUMA’s new partner
Borussia Dortmund, current Champions
of the German Bundesliga.
Before I went there, I already knew that the fan culture
in Dortmund was special. I had heard of the legendary
“yellow wall”, which the fans form for every
home match in the south stand of the stadium and
that it intimidates every visiting team. When I arrived,
I was impressed to see that on a non-match day, on
every street in the town you could see lots of windows
that proudly showed the club flag. I also noticed that
both kids and adults wear the team kit on a daily basis.
But when I saw two kebab shop owners fighting in the
middle of the night over a BVB branded piece of knitwear,
I realised how serious the people’s love for the
club really is!
Let me start from the beginning.
When PUMA announced its new partnership with the
club in October 2011, it was clear that for the first kit
launch the following year, the fans should be the focus.
Since then PUMA Germany has worked hard to make
this kit launch a very special event. In April I became
involved with this project to support the launch and to
generate exposure from an international point of view
in multiple European markets. The time up until the
event flew by quickly and whilst PUMA Germany was
planning the reveal moment for the new Dortmund
shirts and everything around it, I prepared press materials,
organised photography requirements >

P_28
CATch up | # 10_July 2012
1. Roman Weidenfeller
is the first to come on stage. The
BVB captain sports the Powercat
and PUMA gloves.
2. Coach Jürgen Klopp
and his players presented the new
kits on the Old Market. Behind
them: The huge BVB jersey graffiti
3. The black Away Shirt
has a classic round collar, deep
tonal cuffs and a prominent yellow
insert at the top
4. The new Away Shorts
feature an embroidered black
‘dortmund’ script on the belt
5. The BVB Away Socks
have a classic black design with a
tonal yellow mesh
1
2
4
3
5
click the pics
to enlarge!
SPORTS
and lined up player interviews with international media.
Then on 3rd July, the day before the actual kit launch,
half of Herzogenaurach's population made its way to
Dortmund (okay, slight exaggeration, but believe me,
there were a lot of people). Employees from vario-
us departments including Sports Marketing, Sales,
Product Management, Marketing, PR and Corporate
Communications were on-site to manage the launch
of the first PUMA and BVB kits. In one night of guerilla
activity, the whole crowd decorated hundreds of trees,
poles, traffic lights and other urban items in yellowblack
PUMA and BVB branded knitwear, which created
a brilliant sight for the morning of the kit launch.
On the day, I had the chance to work with a few players
of the club to shoot them in the new shirt for the press
and to coordinate some selected interviews, then in
the evening the final and long awaited reveal moment
took place. The kit was unveiled to hundreds of fans at
an open air party in the city centre of Dortmund and
members of the Dortmund first team looked on as the
shirt was presented through a live graffiti act, sprayed
onto a five meter high model to gradually reveal the
new design. The general perception of the new kit was
very positive and as soon as the show was finished, a
crowd of fans started to queue up in front of the shops
to get one of the very first new shirts.
All in all, I have to say it was a very impressive event
that leveraged great media coverage and showcased
team spirit, passion and creativity. And between us - I
might have even caught the yellow fan fever!

P_32 CAtch up | # 09_June 2012
Progressive
Youth
The youthful, bold, and innovative
PUMA Sport Lite
Style injects lightweight
performance technologies
into lifestyle footwear. What
it lacks in ounces, it makes
up for in edge and color.
Key styles are the Archive
Lite, the Future Suede Lite,
Future R698 Lite, Future
El Rey, and Tekkies Injex,
as well as the Youth Attack
Wind Breaker with its street
inspired all-over print.
PUMA
LIFE
STYLE
Back to
the Future
NEw LIFESTYLE
CoLLECTIoNS
MELT CLASSIC
STYLES
wITh NEw
PErForMANCE
TEChNoLoGIES
LIFESTYLE
Archive
Lite
The Archive Lite comes
in mesh, nylon, and washed
canvas packs and fuses sport
heritage style with modern
sport material and technologies.
By Sandra Gerstung
This month’s Bread & Butter in Berlin, the most
important tradeshow for urban and streetwear,
welcomed close to 100,000 industry professionals
and journalists – with PUMA being
right in the middle of it. Close to 7,000 fashion
victims from 80 different countries stopped
by at our spacious booth to have a look at our
Spring/Summer 2013 collections. Check out
some of the PUMA highlights:
P _ 33
>

P_34
cATch up | # 10_July 2012
Modern
Lifestyle
Our Women's Modern Lifestyle
collection hones in on
bringing Sport into Life. In
typical PUMA fashion we
combine feminine stylishness,
streetwear trends and
performance excellence.
Key styles are our Fabric Mix
Fleece and the Windbreaker.
Re-Issues
The Re-issues product celebrates PUMA's 60+ years of
authentic sport heritage. The two key styles are the PUMA
Oslo and the SF77. The PUMA Oslo is re-launched in classic
colors and materials. It was originally bred in the 1960's as an indoor athletic shoe,
equipped with padding and arch support aplenty and has since moved from track to
street. The PUMA SF77 hit the ground running in the 1970's with the most elite sprinters.
Over the years, its design evolved: more cushioning, better tread and a rubber
toe wrap-up to help prevent tripping. The apparel designed around it takes inspiration
from both, the earlier on track history as well as the gained street credibility. The key
1
apparel piece is the Oslo Fashion Style, an overhead woven hoody with lacing details.
LIFESTYLE
P _ 35
Big BBB Booth
About 7,000
visitors came by
the PUMA booth
to peek at our
SPrIng/SummEr
2013 coLLEcTIonS
and to enjoy a coffee
or cocktail.
chEck ouT ThE vIdEo

P_36 CAtch up | # 10_July 2012
JOY
P _37
UsAin in the mix
It’s Olympics time! In order to get pumped
up for The Fastest Man in the World, check
out "Faster than Lightning" feat.
Usain Bolt – a DJ Steve Porter Remix. Enjoy!
CheCk OUt the VideO!

P_38 CAtch up | # 10_July 2012 Vision
P _39
shot for strAying into the
wrong PostCode
PUMA.Creative Catalyst Award film about gang violence
wins at edinburgh international film festival
One Mile Away, which received a PUMA.
Creative Catalyst Award in 2011, has
won the Michael Powell award for best
British feature film. Directed by Penny
Woolcock, the documentary follows
the efforts of two rival gang leaders to
forge a truce in Birmingham and bring
to an end years of violence. Inner cities
are little war zones in which bloody
wars are fought. Gangs of young men
stab and shoot each other for straying
into the wrong postcode. One Mile Away
tells the human side of gang violence in
the Jamaican community in Birmingham,
of people who are both perpetrators
and victims. This compelling tale
of courage and determination, with a
smooth hip-hop soundtrack, follows rivaling
gang members Dylan and Shabba
as they attempt to broker a peace
agreement after being introduced by
filmmaker Penny Woolcock. >
© Alex Piatti
ONE MILE AWAY:
The acclaimed documentary
gives an insight into gang
wars in British Birmingham
PUMACreative
Catalyst Award

P_40 catch up | # 10_July 2012 viSion
P _41
Photograph: Amy Muir EIFF
“it’S been a bumPy ride”
3 questions to director
Penny Woolcock
Photograph: Eoin Carey EIFF
What’s the status quo in the respective Birmingham
community?
At present it is only the Police speaking in
schools to discourage boys from joining gangs,
something we believe is actually counterproductive
to those most at risk of choosing this 'on
road' life style.
And what was your approach?
We have set up a small social enterprise, One
Mile Away, specifically for film outreach, to run
sessions in schools from short assembly talks
to week-long workshops with follow-up mentoring.
Is that model successful?
It’s been a bumpy ride. We were taken to court
by the West Midlands Police wanting to seize
our rushes. Our photo shoot was raided by the
Gang Unit police. Events have been banned.
There has been no random gang violence and
lives have been saved but the underlying causes
are still there. We now have influential allies
and the beginning of a real voice. It continues to
be a process of forging links between parallel
worlds. We are all connected. <
Best,
Jochen ZeitZ
chief SuStainability
officer PPr and
executive chairman
of Puma
the Pace has certainly not slowed down since I
attended Rio+20 in June and there are always new
opportunities and platforms to advocate the idea of
widespread adoption of our Environmental Profit &
Loss Account. One such high level conference was
organized by Oxford University and the Rothschild
Foundation for two days in July to discuss the reality
that the world’s supplies of food, energy and water are in greater demand than at any
other time in our history and yet our natural resources are declining. The ReSource
2012 conference brought together a cross section of leaders to engage in this important
dialogue such as President Bill Clinton and Sir David Attenborough. It was inspiring and
motivating to listen to some of the most prolific speakers of our time to say the least !
One of the goals over the two days was to understand how the inter-related forces of
supply, demand and demographic change will affect us but also how they will present
new opportunities. And given that our E P&L is currently the only solution that provides
a window into seeing and knowing the natural resources depleted and the environmental
impacts of a business or even a nation - and to then have the ability to pinpoint opportunities
- I was invited to add our voice to the mix. I participated as a session leader on
Integrated Reporting and I was also a panelist for an opening discussion moderated by
the editor of The Economist entitled “When governments don’t take the lead, who does?”.
We all may have acknowledged at ReSource 2012 that we are up against what seems to
be end-less roadblocks and challenges, but I for one agree with President Clinton who
ended the conference with a football analogy: “If you look at a soccer game it would be
like you are a failure if you don’t get a goal every time you kicked the ball or you are a
failure if you don’t win every game. No you are a failure when you quit playing…all I know
is that you have to keep playing”.
And lets all of us keep playing and being Fair, Honest, Positive and Creative every day and
in every way !
Watch Jochen ZeitZ
diScuSS reSource revolution

P_36 CAtch up | # 10_July 2012 globe
P _37
SChool viSit in vietnAm:
All eyeS on PUmA
Over 100 clever little second grade
students were all ears when PUMA
visited the British International School
in Ho Chi Minh City, Vietnam. Led by
Holger Rosemann, Global Director of
Sourcing Footwear, and Verena
Muenzinger, Head of Sourcing Golf &
Projects Footwear, the PUMA team led
a fun and educational day including
different activities, such as a shoe
design competition, a PUMA bingo and
assembling of many Clever Little Bags. Based on more than 100 thank-you
letters that arrived at PUMA subsequently, the students had quite a good time.
PUmA lAUnCheS
new morokA SwAllowS kit
PUMA South Africa has unveiled the new
kit that Moroka Swallows will sport for the
next two seasons. The Dube Birds, who finished the past
Premier Soccer League in second place, will wear the
Africa Speed kit that also boasts the well-known ‘Beautiful
Birds’ graphic on the bottom right side of the jersey. “The
kit was designed to be worn by all national teams for the
Afroca Cup of Nations 2012, and now finds its way as the kit
for PUMA's statement team Moroka Swallows”, commented
our South Africa Marketing Director, Brett Bellinger.
PUmA
globe
FACeS And
lACeS in moSCow
PUMA participated in the
interactive street culture exhibition
Faces & Laces 2012 with a special
sneak preview of the soon to open
PUMA Social Club at Gorky
Park. People were ferried with
bike taxis, listened to Moscow’s best DJs and chilled out at our lounge.
Close to 60,000 participants got Social with ping pong, foosball and many
other fun activities. › Check out: www.pumagorkypark.com and
enjoy our video from Faces & Laces:
PUmA indiA loveS vinyl
Since everyone knows that a great
sounding vinyl is a thing of sheer beauty,
PUMA India celebrates the renaissance of
analog music in the spirit of PUMA
Social. To kick it off our colleagues brought
seven of the best bands from all over India
together on one extraordinary limited
edition vinyl record and presented this
unique collaboration at a huge PUMA Social
gig in Mumbai. Besides killer performances from some of the most sought-after Indian
musicians, the event also featured a vinyl listening session, art installations and had
PUMA Social written all over it. Five more vinyl gigs will follow until the end of the year.

P_44 CAtch up | # 10_July 2012
Despite the challenging business environment
particularly in PUMA’s biggest market, Europe,
our company achieved record numbers in the
second quarter, with sales growing by 11.8% in
Euro terms to € 752.9 million, and a sales growth
of 8.8% in the first half of 2012. However, as a
consequence of lower than expected
gross profit, increased expenses and
adverse exchange rate effects, net
earnings decreased by 29.2%, com-
ing in weaker than our management
had anticipated. For the first half of
2012, our net earnings dropped by
12.8% to € 100.6 million.
In regional terms, we saw another
strong performance in the Ameri-
cas with sales growing by 15% in
the second quarter (11.8% over the
year’s first half). Asia/Pacific gained
8.6% (half-year: 9.4%), while sales
in eMeA declined by 3% (half-year:
2.1%).
Management
expands
And ACCelerAtes
trAnsForMAtion
While Footwear sales were disap-
pointing, with Teamsport and Running
balancing the softening sales
in the Motorsport and Fitness categories,
Apparel sales increased
by 7.9% and Accessories even jumped by 24.3%,
with strong results in all regions for COBRA
PUMA GOLF products and our socks business.
Given the challenges in Europe, coupled with
pressure on our gross profit margins and the
need for continued strategic investments, our
Key sAles Figures At A glAnCe
Breakdown by regions
Business
management has decided to accelerate the
transformation Program, which began last
year under the premise of the Back on the Attack
strategy. At the core of it is the setup of a
new business model which will be initially rolled
out in the European region and will then be extended.
Our Management estimates that these
actions will require one-time costs of up to € 100
million, which will ultimately result in a reduction
of the current cost basis by € 100 million after
two years.
Our management expects sales in the second
half of 2012 to grow at a reduced pace, causing
annual net earnings to come in much lower than
last year’s € 230 million, also impacted by the
transformation related one-off expense. <
sales by regions and product segments Q2 growth rates 1-6 growth rates
€ million 2012 2011
EMEA 283,6 290,1 -2,2% -3,0% 651,6 664,5 -1,9% -2,1%
Americas 278,7 225,6 23,6% 15,0% 539,5 460,6 17,1% 11,8%
Asia/Pacific 190,6 157,9 20,7% 8,6% 382,6 321,8 18,9% 9,4%
total 752,9 673,5 11,8% 6,0% 1.573,8 1.446,9 8,8% 5,1%
Breakdown by product segments
euro currency
adjusted
2012 2011
euro currency
adjusted
Footwear 370,9 352,6 5,2% -0,2% 785,5 769,8 2,0% -1,2%
Apparel 256,4 224,3 14,3% 7,9% 524,0 466,0 12,4% 8,0%
Accessoires 125,6 96,7 29,9% 24,3% 264,3 211,1 25,2% 21,5%
total 752,9 673,5 11,8% 6,0% 1.573,8 1.446,9 8,8% 5,1%
P _45
PuMA
trAnsForM
Core Points:
> Consolidating the
number of organizational
entities within
Europe from 23 countries
to seven areas,
followed by simplifying
global and regional
organization setups,
leading to an improved
cost structure
> Establishing a fully
regionalized supply
chain, combined with a
globally harmonized IT
systems landscape
> Further optimizing our
PUMA’s retail portfolio:
selective adding of new
stores, closing underperforming
ones
> Streamlining the product
portfolio by reducing the
number of articles
developed

Thank you
for reAdinG!
Watch out for
CATch up #11 that will
feature two up-and-coming
football stars from the PUMA
family, among much more
exciting stuff. Get in touch
via the email button at the
bottom, if you'd like to share
something with all of us.
We’re looking forward to
CATching up with you!
Next CATch up:
30 AUGUsT
2012