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NOVEMBER 2011#2Puma SportsAfricanKitLaunchPUMA EXCLUSIVEWorld’s FirstEnvironmentalProfit andLoss Account›PUMA LIFESTYLEAstronauts& Bicycles›PUMA BUSINESSLatam onThe move›

P_ 02 Catch up | # 02_November 2011EDITORIALP _ 03PUMA cracked anothermilestoneThanks to many contributors around the PUMA globe, the first issueof our new eMagazine CATch up was quite a big hit! At least that’sthe conclusion I drew from all the feedback I had received throughmultiple channels: Whether it was during my business trips thattook me to London, Boston, Barcelona, Paris, Alicante and Switzerland,via email, or at lunch in the PUMA canteen. People notonly talked about the very first CATch up issue, but they were actuallyreally excited about it. And this is great news! It will certainlyremain our goal to live up to the standard we have set in our firstOctober issue and trigger your interest from issue to issue.I am happy to say: The second CATch up is as good as the first one.We incorporated some minor changes to the layout thanks to yoursuggestions and were again able to feature many cool PUMA storiesfrom all our people around the world.One of my personal favourite PUMA Highlights in the last monthwas the launch of ten African Football Kits in the London DesignMuseum. Each national kit, which was designed by an artist from” “The feedbackon CATch upVol.1 wasvery positive.DEAR ALLthe respective country, was presented by a football player >Franz Koch

P_ 04 Catch up | # 02_November 2011EDITORIALP _ 05African Kit Launch and E P&L –amazing projects!” “Theseinitiativespropel usforwardfrom the national teams. The picture of ten football starssuch as Samuel Eto’o and Yaya Touré together on stage withten African artists perfectly embodied the fusion of ourPUMA.Creative initiatives with our core business, representingPUMA’s love for the African continent, the football,and its culture. Read on to get an insight from PUMAVisiondirector Mark Coetzee on this amazing project.While initiatives like these propel us forward on our path tobecome the most desirable sportlifestyle company in theworld, I am pleased to say that in November we crackedanother milestone on our way to also become the mostsustainable company within the industry. We completedthe world’s first-ever Environmental Profit and Loss Account(E P&L) which is an essential tool for us to realize where thebiggest environmental impacts occur within PUMA’s valuechain. Only through this will we be able to reduce PUMA’s”pawprint“ effectively. I am sure that some of you still havequestions about what this undertaking was actually all aboutand what our E P&L results mean to PUMA. But so did a lotof other people as no one had ever heard of an E P&L beforePUMA came up with one. So Jochen Zeitz took the timeto get together with CATch up to explain the meaning andnecessity of the PUMA E P&L and what this means for PUMAgoing forward. Read all about it in this month’s ”Exclusive“section. And now I will leave you to it. Enjoy CATch up #2! Mark Coetzeeprogram Director PUMAVision,chief curator PUMA.Creative• gives a behind-the-scenes insight into the African Kit Launch• has been with PUMA since early 2009• enJOYs reading about the theory and philosophy of art; inhis spare time, he works as a visiting professor at one ofAmerica’s leading art academies and volunteers as a culturalspecialist for an environmental foundation in Africa> Dominic Kaeserhead of PR & Marketing,puMA Switzerland• shares his busy day around PUMA’s contract extensionwith the Swiss Football Association• has been with PUMA since August 2006• loves what he does at PUMA because of the young andgreat people he gets to work with• enJOYs doing sports (handball, running, tennis, biking,golf, skiing & snowboarding), spending time outside, readingand hanging out with friends for a good dinner and aparty afterwards; recovering from a knee surgery rightnow (doesn’t want any gifts)> Carlos Lajegeneral Manager PUMA Latin America• Reveals the secrets behind PUMA Latam’s growth rates• has held various positions in different areas, such asArgentinian volleyball champion and member of a bandwhose album was chosen by Rolling Stone magazineamong Argentina’s Top100 of the 90s.• In the last half century, he lived in Buenos Aires, Phoenix,Geneva, Boston and Santiago, beating his mobility record of1998 where he lived in 10 different houses.• In his free time, he enJOYs being PUMA’s GM forLatin America

P_ 06 CAtch up | # 02_November 2011Content P _ 07PUMA BITES08 - 09› GET THELATEST PUMAHEADLINESIN SPORTS,LIFESTYLE ANDFASHIONPUMA Joy36 - 37Simply enJOY!PUMA Vision38 - 39› DragonslayerandSustainableDesign# 02 | november 2011PUMA EXCLUSIVE10 - 17› JochenZeitz on theworld'sfirst E P&LPUMA Globe40 - 43› WHAT'S NEWIN YOUR PUMACOUNTRIES?02 - 05Editorial› CATching up with Franz KochPUMA Sports18 - 21› African KitLaunch -ten artists,ten outfitsPUMA SPORTS24 - 27 28 - 2948 - 49› The faastestcountry inthe worldPUMA SPORTS› PUMA andSwiss footballcontinuepartnershipPUMA SchoolGet yourlesson on PUMA'sBrand IdentityPUMA Sports22 - 23› After thedisaster: SkipperKen Readlooks aheadPUMA SPORTS30 - 31› CricketWorld StarYuvraj Singhjoins PUMAPUMA Lifestyle32 - 35IF IT'S HOT,IT'S HERE!PUMA Business44 - 47› GM CarlosLaje explainsPUMA's successin Latam

P_08 CAtch up | # 02_November 2011BITES P _09PUMA’s Director of Human Resources,Dietmar Knoess, won this year’s 600Minutes Award, being honored as the besthuman resources executive. Dietmar, whohas been responsible for PUMA’s globalHR strategy since September 2011, was upagainst HR managers from the biggest companiesin Germany. Congrats, Dietmar!on the road toZero DischargePUMA committed to eliminating all hazardouschemicals in our supply chain by 2020. We gottogether with other companies and released a jointand PUMA roadmap this month. For example, ourcommitments include raising awareness amongPUMA suppliers and implementing a ManufacturingRestricted Substances List (MRSL) until theend of 2011. Stay tuned! Find out more and readthe full “Joint Roadmap Towards Zero Dischargeof Hazardous Chemicals”:› http://about.puma.com/?page_id=10Germany’s bestHR Managerworks for PUMA5.9 millionFacebook fans –we like this!This time last year, PUMA’sFacebook page had 3.3 million Likes.One year later, we are approaching6 million fans. The Digital teamcoordinates with over 30 differentcountries to promote everything fromupcoming Social Club event listingsto the latest news from ecommerceto highlights from the season’s footwearand apparel collections. Areyou a fan of PUMA on Facebook yet?Help us reach the 6 million numberby clicking “Like” and telling yourfriends to do the same!› www.facebook.com/PUMAtalks and talkingat BanzAccording to John Elkington,a world authority on sustainabledevelopment, 81% of CEOsbelieve that they’ve embedded sustainabilityin their daily operations already. This fatalmisbelief was one of the discussed subjectsat the 9th “Talks and talking at Banz”, inBad Staffelstein, Germany. PUMA invitedexperts, stakeholders and decision makersto discuss chances and risks of PUMA'sinitiatives, as well as generic environmental,social and holistic approaches. Amongthe participants were representatives fromHarvard Business School, organizationslike Greenpeace, activists, sustainabilityconsultants, but also PUMA and PPR representativeslike Franz Koch and Jochen Zeitz.Zeitz pointed out that “business doesn’tunderstand yet what sustainability means.If it does, it will stop using the world.”One of the newestadditions to PUMA’sFacebook page is a fanpicture of the week! Thisphoto was submitted bya fan from Milwaukee,Wisconsin, showing acow sculpture made entirelyof PUMA shoe soles,currently displayed in thelocal Ripley’s Believe ItOr Not Museum.

P_10CAtch up | # 02_November 2011exclusiveP _11How much do we owe to Nature?The World’s First EverPUMA EnvironmentalProfit and Loss AccountAn Exclusive Insight from Jochen ZeitzJochen ZEITZThe German Publishing HouseEcon and the "Handelsblatt"Newspaper honored Zeitz for hissustainability related corporatecommunications.He received the Econ Award"Personality of the Year" inBerlin, Germany, last week.For PUMA to be able to sustain as a business, the companydepends on many services that nature provides for free -such as fresh water, clean air, healthy biodiversity and productiveland. Obviously, we pay fees to local authorities for thetreatment and supply of water, but the true cost of water remainsexternalized and unaccounted for – not just by PUMA but also byany other company.Around Christmas 2009, Jochen Zeitz wanted to find out how much- if our planet was acting like a business - PUMA would actuallyneed to pay for some of the services and damages it did to naturealong its entire supply chain and its own operations enabling us toproduce, market and distribute footwear, apparel and accessoriesmade of leather, cotton, rubber or plastic. How much would naturecharge to clean up the “footprint” that we leave behind?Two years down the road, PUMA has now presented the initial resultsof the first-ever PUMA Environmental Profit and Loss Account(E P&L), that measured the environmental impact caused bygreenhouse gas emissions, water usage, land use, air pollutantsand waste throughout PUMA’s operations and supply chain. Moreimportantly, PUMA put a monetary value on these impacts and expressedthem in Euros. The total results revealed that if we startedto treat our planet as we treat any other service provider, PUMAwould have to pay € 8 million to nature for services rendered toand natural damage caused by our core operations such as PUMAoffices, warehouses and stores in 2010, alone. An additional € 137million would be due from PUMA’s supply chain of external partnersthat we share with numerous other companies, and wherewe have less influence.>

P_12 CAtch up | # 02_November 2011exclusiveP _13TIER 4RAW MATERIALCotton Fields,Cattle Farms,Rubber PlantationsOFFICES>WAREHOUSESPUMA’s Value Chain> TIER 3 > TIER 2 >RETAIL>PUMAOperationProcessingDYE Houses,Tanneries,Packaging>LOGISTICSOUTSOURcINGEmbroidery,Cutting,PrintingTIER 1MANUfacturingTIER 4 represents both natural andFootswear,Appareal,Accessoiressynthetic materials in their raw state,for example cotton plants, raw hidesand rubber trees.Tier 3 represents the processing ofraw materials, for example a leathertannery or a rubber processing facility.Tier 2 represents any outsourcedprocesses, for example embroiders,cutters and printers.Tier 1 represents the manufacture ofthe finished product and is the last stagein the manufacturing process.CATch up met up with Jochen Zeitz, Chief Sustainability Officerof PPR and Executive Chairman of PUMA SE, to find out what thesefigures now mean to PUMA and what we will do to reduce thesecosts and consequently PUMA’s environmental footprint.What was actually measured in this E P&L and whyis this new? Haven’t we issued sustainability reportson a regular basis where we had also measured ourfootprint?You are right, PUMA has issued sustainabilityreports for almost 10 years now where we hadcollated the carbon emissions, water, wasteand energy use from our PUMA offices, stores,and warehouses as well as from our direct Tier1 supplier factories. The big difference is thatfor the first time, PUMA is reporting on its fullenvironmental impact caused through carbonemissions, water use, land use, air pollution andwaste from the raw material production up thecost who have been collecting and evaluatinginformation for almost two years. They developedsophisticated models based on numerousacademic and governmental studies that valuedthese impacts economically. The indirect usevalue of water, for example, is considered to beprincipally driven by its scarcity, and thereforethe value of water varies widely between differentgeographical locations. In terms of land use,for example, the analysis values the loss of biodiversityand ecosystem services associated withthe conversion of natural ecosystems to provideland for buildings and agriculture in PUMA’s operationsand supply chain.entire supply chain to PUMA operations. For thefirst time ever, we can see where the impacts occurand at what scale.We have also put an economic value on thoseenvironmental impacts. Expressing the impactsin monetary terms allows for easy comparisonand prioritisation of diverse issues. For example,both GHG emissions and water use have an impacton society, but how do you know which isgreater – emissions of a ton of CO 2 or consumptionof a metre cubed of water? Only by convertingThe price is € 145 million. What does this number resultfrom?PUMA’s supply chain is responsible for 94% or€ 137 million of our total environmental impact.Over half - 57% or € 83 million - of all environmentalimpacts are associated with the production ofraw materials, including leather, cotton and rubberin Tier 4 of PUMA’s supply chain. Only 6% or€ 8 million derive from our core operations suchas offices, warehouses, stores and logistics.these into common units, in this case Euros,can we understand their relative materiality. So our suppliers have the largest negative impact. Isthat our responsibility then as these operations do notHow was it possible to put a monetary value on environmentalimpacts such as land use or water?belong to PUMA?Yes, in a way it is indeed our responsibility, butWe cooperated with experts from PwC and Tru-this responsibility has to be shared with >

P_14 CAtch up | # 02_November 2011 exclusiveP _15others. As we have limited control over the supplychain, where we share our suppliers with numerousother brands, we need to collaborate withwhere we are able to provide support for change,which are our direct suppliers and our own operations.PUMA E P&L Results byEnvironmental Indicatorand components from, where our factories arelocated and how they operate, how we transportand ultimately dispose of our waste and finalour peers in order to reduce the environmentalimpact at this level. I am pleased to see that wehave already started to gain support from the UKand German governments, environmental organizations,and representatives of science andindustry to push for a shift in the current businessparadigm towards a more sustainable approach.We stepped up our capacity building programmefor our suppliers such as the CONSERV project atapparel and footwear factories in Vietnam. (Editor’sNote: CATch up reported about the Conservproject in the October issue). These programmestrain the factory management on how to implementenvironmentally-friendly production proc-Water useGHGsLand useOtherair pollutionWaste26%7%< 2%products through the consumer to name justa few. This will now be the job of everyone atPUMA and I mean everyone!What challenges did you face in the process ofcreating this study?33%I think the biggest challenge is that theBut what can PUMA do by itself to reduce our foot-esses, save energy, reduce waste and increaseefficiency.32%PUMA E P&L has been a pioneering projectthat no one had ever done before. There wereprint?We have already started to work on solutions inthose areas where we have more control andPUMA E P&L Table & VisualBreak-DownWater useGHGsLAND USEAir PollutionWASTETOTAL"It is us who decide whatwill happen"We have also stepped up our internal resourcesand hired additional staff within PPR as well aswithin the PUMA.Safe team to address this challenge.To better target and focus its efforts, thePUMA.Safe team has created both a Humanityand an Ecology team. Five additional environmentaland social auditors will be joining thePUMA E P&L Resultsby Business LinePUMA operationsTier 1Tier 2Tier 3Tier 457%6%no techniques or environmental accountingstandards that we could refer to. However, themethodology we applied used established ecologicaland economic techniques and built on alarge volume of work in the fields of environmentaland natural resource economics, ecology,9%9%material flow analysis and life-cycle analysisamongst others.Will the costs of the PUMA E P&L affect our netearnings?€ mio € mio € mio € mio € mio € mio %of total33% 32% 26% 7% 2% 100%existing 13 employees in the PUMA.Safe team,so that environmental impacts at PUMA’s supplierscan be better addressed and solutions for19%The results of the PUMA E P&L will not affectour net earnings. This analysis rather providedus with a wake-up call and the urgent need toTOTAL 47 47 37 11 3 145 100%Puma < 1 7 < 1 1 < 1 8 6%OperationTier 1 1 9 < 1 1 2 13 9%Tier 2 4 7 < 1 2 1 14 10%Tier 3 17 7 < 1 3 < 1 27 19%Tier 4 25 17 37 4 < 1 83 57%EMEA 4 8 1 1 < 1 14 10%Americas 2 10 20 3 < 1 35 24%their reduction more rapidly developed. PUMA isalso hiring a Chemical Engineer to look at solutionsto identify more sustainable materials aswell as supporting PUMA in phasing out harmfulsubstances within the supply chain. So as yousee, we are already doing a lot ourselves. But inthe end we will only find significant solutions ifthese results are deeply embedded into all ofPUMA E P&L Resultsby RegionEMEAAmericasAsia / Pacific67%9%24%act upon it. It also serves as a measuring toolbecause we will see every year whether we havemade progress in reducing our footprint or not.Aren’t the results negative? Why are we communicatingthem publicly?We have recognized that most of our impactsoccur beyond our controlled opera-Asia/Pacific 41 29 16 7 3 96 66%our operations. Because it is us who decide whattions and that the impacts of producing andFootwear 25 28 34 7 2 96 66%Apparel 18 14 3 3 1 39 27%Accessories 4 5 < 1 1 < 1 10 7%will happen along our supply chain all the wayfrom designing our product, selecting materials,countries and places we buy our raw materialsselling PUMA products are not currently accountedfor in the financial statements. In linewith our mission to be ‘the most desirable >

P_16 CAtch up | # 02_November 2011exclusiveP _17and sustainable Sportlifestyle company’, wetherefore felt it was our responsibility to identifythese impacts, and their associated scale,and put a price on them. PUMA is pushing theboundaries in terms of accounting for ecosystemservices. It is PUMA’s aim to become accountablefor those services currently considereda “free” resource by most. If we are trulyto become sustainable this needs to change andI believe that businesses have to lead the way.Do you think other companies will want to copy us?This is one area in PUMA’s business where weactually want our competitors to follow suit. ThePUMA E P&L does something that companieshave been trying to achieve for many years – understanda business’ impact on society and theenvironment in terms that everyone understands– monetary terms. The release of the first resultsof the PUMA E P&L caused much interest fromother companies wanting to hear more. We havealso had a lot of interest from various NGOs andgovernments. For example the UK governmentfeatured PUMA’s groundbreaking analysis as abest practices case study for sustainable businessin the Department for Environment, FoodPUMA E P&LResults byBusiness LineFootwearApparelAccessories66%7%27%and Rural Affair (DEFRA) Natural EnvironmentWhite Paper in June 2011. White papers are documentsproduced by the UK government settingout details of future policy on a particular subject,often forming the basis for legislative reform."UK governmentfeatured the E P&Las a best practicecase study"Is the E P&L a one-off, or will PUMA carry this outmore often?We will update the PUMA E P&L every year to ensurethat we continuously measure our progress.What are our future goals?We will continue to share our E P&L with ourpeers, other companies, NGOs and more nationalgovernments to raise awareness about theinherent opportunity there is in quantifying thevalue of eco-system services and incorporatingan E P&L into the business model, so that weultimately create a shift in business strategy towork with Nature rather than against it.After we have now finalized our first PUMA E P&L,we will move on to assessing the social impactsPUMA creates. This analysis will include factorssuch as fair wages, working conditions, standardof living, security and stability, empowerment,community cohesion, diversityand gender equality, health & well-being,cultural heritage, etc. In a third step wewill assess the economic impacts PUMAcreates. At the end PUMA will have createda complete and comprehensive Environmental,Social and Economic P&L.

P_18CAtch up | # 02_November 2011SPORTSP _19African KIT LAUNCHThis month, PUMA revealed the results of a unique partnership: the new kits of tenAfrican national football teams. Each kit was designed by a renowned artist from theCreative African Network (CAN) – a PUMA platform connecting and promoting artistsfrom and in Africa. This unique collaboration is complemented by a month-longexhibition at the Design Museum, London that showcases the artists’ inspirations.Here, you can see the new football kits, presented by star players fromthe ten African nations. To learn more about the artists and to see close-upsof the (really amazing) jerseys, click the link › see the kits large!Also, check our Youtube-Channel for videos on the African artists andtheir PUMA kits: www.youtube.com/puma>ARTISTEl LokoSaïdou DickoSamba FallHasan andHusain EssopBarthélémyToguoErnest DükuGodfried DonkerOwantoHentievan der MerweARTISTFootballerSerge AkakpoJonathan PitroipaKhader ManganeSteven PienaarSamuel Eto'oYaya TouréAsamoah GyanDidier OvonoBradley WermannFootballer

P_20 CAtch up | # 02_November 2011SPORTSP _21”We celebrate the innovationand creativity of Africa“123456 7891011CATch up spoke with Mark Coetzee, Program Director at PUMAVision andchief curator at PUMA.Creative, about these exciting new African PUMA kitsand about how creativity and sport can work together.You are from South Africa yourself. How much of Africais in these kits?These kits celebrate everything that is Africa. Innovation,creativity, celebration, uniqueness andabove all else the friendship between PUMA andAfrica.Who came up with the idea of letting artists designfootball outfits?The Teamsport and PUMAVision teams conceivedthis project and collaborated on every detail.It is a perfect example of how PUMAVision can beintegrated into our core business in a joyful andcreative way.On which grounds were the ten African artists selected?We carefully considered the ability of each artistto interpret PUMA’s creative brief in a complexand innovative way, as well as their ability to representtheir nation. A major consideration wasthe critical success of each artist. It was essentialthat each artist participating had gained theExclusiveInterviewwith MarkCoetzeerespect of artists and critics in their home nationand that each artist represented the best of creativeand critical thinking from the continent.Multiple parties were involved in this project (artists,football associations, PUMA), did everybody like theidea right away, or was some persuading necessary?Considering the complex brief given to the artistsby PUMA, the expectations of the Federations,FIFA rules, the performance needs of theplayers – this project has been a huge success. Ithas been celebrated by all parties and embracedby the players and soon we hope by the fans too.Now our football stars not only represent thebest of sport but also the cultural aspirationsof their nation. The results reflect the diversity,talent, passion, pride and love of football thatexists within the continent.Which of the jerseys is your favourite?Each jersey represents something different, fromthe power of Africa represented by the Cameroonlion to the fledgling multicultural rainbow nationof South Africa. Each jersey design takes us ona journey that celebrates the heritage, symbolsand colours of the team. Each jersey is special,like the chapters of a book, but seen in totalitythey showcase PUMA’s commitment to Africa,football and innovative design.1: Hentie van der Merwe > Namibia; 2: Saïdou Dicko > Burkina Faso; 3: Mark Coetzee;4: Ernest Düku > Ivory Coast; 5: Franz Koch; 6 +10: Hasan and Husain Essop > South Africa; 7: Godfried Donker > Ghana8: Barthelemy Toguo > Cameroon; 9: El Loko > Togo; 11: Owanto > GabonYou are an artist that is working for a sportlifestylecompany. How would you describe the relationshipbetween sports and the arts?Alongside our commitment to African football,we have also been working within the continentthrough various projects with PUMAVision, tohonour and fulfil our commitment to creating abetter world for generations to come. In this instance,through PUMA.Creative and our associationswith the Creative African Network (CAN), weused football kits as a uniquely PUMA approachto create a new platform for exposure of artistsfrom the region. Each football team was assigneda CAN artist from the same country. In additionto creating a totally unique and personalised kitthat will inspire and unite the players, team andCan PUMA.Creative trigger the interest of youngpeople in arts, by using sports as a message?For many years PUMA has used the power andreach of sport globally, through our PUMA.Peaceinitiatives, in our Peace Day Games. PUMA.Creativecelebrates the innovation and creativity ofthe African continent and since 2008 has investedsubstantial finances, logistics and staff to createplatforms to encourage cross-cultural understanding,support art and cultural institutions, facilitatedialogue between local and internationalart professionals and provide networking opportunitiesto enhance skills. Now by connecting theCreative Africa Network with sport we are creatinga bigger platform for artists from Africa andopening up to a wider audience to the rich heritagefans, PUMA’s initiative will also help raise theprofile of design talent in these African nations.that sport and art can establish for us all.

P_22CAtch up | # 02_November 2011SPORTSP _23By Kenny Read, Skipper,written on Tuesday, November 22 nd ,DAY 1 AFTER THE MAST CRASHext stop: Volcano Island Monday,It has taken me a long time to come to thisconclusion: There is nothing you shouldbe surprised about in ocean racing. Yesterday,started off simply enough. Breeze filling fromthe northeast, it was a great ride. One momentlater, we started surviving, as our world camecrashing down around us.The very last thing I thought of that day was wehave to be careful of our mast. This boat wasbuilt to push and we were pushing. Nothing outof hand, but we were certainly pushing. We aretrying to assess what happened to the mast, becauseour spare mast is identical and we haveto find the weak link to make sure this doesn’thappen again.Wake up racing, go"When willto sleep 2,500 milesfood run out?"from where youneed to be with a 15 foot stump for a mast anda storm jib and storm trysail lashed to it going2.8 knots. Wondering when food will run out andhow to use the limited amount of diesel fuel thatis on board.The ship Zim Monaco should arrive to our positionto deliver 450 liters of diesel fuel. At the endof the day, we determined diesel is our lifebloodout here. With it, we can make water and makePUMA employeesformed a heart in Herzo, declaring solidarity with the crew.› See it Largeground towards a given destination. And thatis …drum roll … the beautiful island of Tristanda Cuhna! Tristan has a population of 275 peopleand is literally a volcano sticking out of themiddle of the Atlantic Ocean 6.5 miles wide. It isRalf Rödel for PUMA1. Dismasted in the South Atlantic2. The rig onboard PUMA's Mar Mostro failed onat around 15:00 UTC.the closest point of land, which we can re-supplyand rally around the next part of our plan. FromTristan, we plan to have a ship meet us comingfrom Cape Town with its own crane.Without the people in the Volvo Ocean Race office,our internal folks, the Rio Maritime RescueAuthority, the radio operator in Tristan, AntonioBertone (PUMA), Håkan Svensson (BERG), CaptainBorys from the Zim Monaco, etc, etc, thereis no way that any of the above crazy scenariowould even be remotely possible.

P_24CAtch up | # 02_November 2011SPORTSP _25Lerone Clarke100 m : 9.99 sBorn in 1981. Went to thesame school as Usain Bolt(William Knibb MemorialHigh School).WHO Faster?Dexter Lee100 m : 10.06 sBorn in 1991. The firstathlete to win back-tobacktitles at WorldJunior Championshipsin Athletics.Odane Skeen100 m : 10.41 sJust 17 years old!Expected to becomeone of the dominantfigures in thesprintingbusiness.PUMA athlete Lerone Clarke won gold over the 100m distance at the PanAmerican Games in Mexico last month. His time: 10.01s! Needless to say,Lerone is from Jamaica, the faastest country in the world. But his triumph madeus think: When was actually the last time that a non-Jamaican sprinter won amajor 100m event? We had a hard time coming up with it. One of our colleaguesguessed it was in 1960 when German Armin Hary won Olympic gold wearingPUMA shoes… But our colleague was wrong; it wasn’t quite that long ago.However, the Jamaican winning streak is very remarkable nonetheless. Sincethe Olympic Games 2008 in Beijing, China, all men’s 100m events in majorcompetitions were won by Jamaicans. Pretty amazing! >

P_26 CAtch up | # 02_November 2011SPORTSP _27O' Dail Todd100 m : 10.51 sHere is the listof success:Turned 17 in June 2011,became World YouthChampion over 100metres just one monthlater.Olympic Games 2008 > Beijing, China ........................................Usain BoltIAAF World Junior championships 2010 > Moncton, Canada .............. Dexter LeeYouth Olympic Games 2010 > Singapore ............................................ Odane SkeenCommonwealth Games 2010 > Dehli, India .................................... Lerone ClarkeIAAF World Youth Championships 2011 > Lille, France ..................... O' Dail ToddWorld University Games 2011 > Shenzhen, China......................... Jacques HarveyIAAF World Championships 2011 > Daegu, Korea ................ Yohan BlakePan American Games 2011 > Guadalajara, Mexico .... Lerone ClarkeUsain Bolt100 m : 9.58 sFive-time World and threetimeOlympic gold medalist.World record and Olympicrecord holder in the 100metres, the 200 metres and(along with his teammates)the 4×100 metres relay.This month, for a record tying thirdtime in his career, after 2008 and 2009,Usain was named IAAF Athlete of theYear. Next year he wants to go for fourgold medals at the London Olympics,adding the 4x400 relay to his regularschedule if he is fit and if Jamaicacan challenge for gold.Jacques Harvey100 m : 10.14 sHis title at the WorldUniversity Gamessecured the only 100mtitle Jamaica’s menhadn’t won yet.Yohan Blake100 m : 9.82 sTied as youngest sprinter tohave broken the 10-secondbarrier (19 years, 197 days).Today he’s 23.

P_28 CAtch up | # 02_November 2011SPORTSP _2911:30 During the second 1-on-114:00 Press conference starts,14:45 Photo session in front of theBIG DAYI go through the pressconference, media talk andshirt launch with the headof PR of the Swiss FootballAssiciation. He's relaxed, but:Ottmar Hitzfeld is missing -we have to start without him.14:15 On stage: Everything looksfine. Backstage: Star playerspress wall.14:50 Short interviews withplayers, Franz Koch, OttmarHitzfeld.He says Ottmar Hitzfeld (theBenaglio (VfL Wolfsburg,Imagine the following scenario: Your employer,a global sportlifestyle brand, announces a new long-term contractwith the Swiss Football Association (SFV) and presents the nationalteam’s new home kit. There’s a big press conference with football stars,famous coach of the Swissnational team) might notcome!! What? He has to!!12:15 Lunch with everyone onGermany) and Lichtsteiner(Juventus Turin) arrive. Theywill present the new shirt.Are they wearing the rightstuff? Yes they are. As always,15:00 Official press releaseincluding pictures has to besent out by our agency. Comeon, Dominic, hurry upselecting those pictures!a famous coach, cameras, journalists and your boss. Now imagineyou are responsible for all of this. If everything goes well, you dida good job. If not, well … Dominic Kaeser, Head of PR and Marketingfor PUMA Switzerland, found himself in this very position just twostage. We talk about ourpartnership, the IOC, football.13:15 PUMA photographer arrives,I show her around, tell herthey’re fun, nice to see thoseguys again!14:20 Q&A session with journalistsstarts on stage.15:10 Good news from the backoffice: the announcement,our video and many picturesare already visible on the im-weeks ago. And he didn't screw up:which pics she has to take,where she can walk around,14:30 The new kit is presented onportant online platforms. Thebiggest one got everythingwhere not.stage. Seems like everyoneslightly earlier – has been liveTuesday, November 8, 201113:45 Last check, everything islikes it!for 20 minutes, perfect!02:30 Final sign off for the videothat will be shown at the pressconference today and thendistributed to the media.Cutter is a little dizzy, me too.But I know I'm to blame, sinceI decided to include a lastminute idea …02:45 Computer is downloadingthe high resolution versions,while I brush my teeth.02:50 Sending the download link to06:45 After the shower the worldand I look better.07:00 Colleague picks me up, breakfastin the car (an apple) tastesthe same as yesterday; everythingshould be fine then.09:00 We arrive at the hotel wherethe national team is staying.Let's start arranging therooms for the press conference,media talks and 1-on-1interviews with Franz Koch.Johannes Hackstette (CorporateCommunications) arrivewith the organized shuttle.10:21 Espresso time for me! I gooutside, smoke … Damn, Ishould quit! … Okay, maybenot today …10:30 Bruno Rüdisüli (GM PUMASwitzerland) arrives, we talkabout his speech, but he iswell-prepared and knowswhat to do.ready, the door opens forjournalists. Yes! The peoplewe really wanted to comeare here.14:35 Ottmar Hitzfeld arrives.He's a professional on stage,no doubt.18:00 I love my intern (notliterally). Everything packedin the car, we can leave.Checking my inbox on theway back, answering morequestions from journalists.19:45 Back home. The bathroomlight is still on … Damn! I wasnot sustainable today …the PR agency; they'll have toAfter one hour we're quitecopy the video onto the pressclose to being ready. Are the11:00 Press kits are here, rooms arekit memory stick. Go to bednow, go to bed!press kits already here? No,they are not.ready, first journalist calls myphone, he's in the lobby.Stephan Lichtsteiner (JuventusTurin), Franz Koch (PUMA),06:30 My blackberry alarmis actually kind of nice, butI hate it anyways. Too early10:15 Franz Koch, Chris Voigt(Head of Global Sports Marketing),Johan Adamsson (Head11:05 First 1-on-1 with Franz Kochstarts, time to check screens,microphones, sound etc. withOttmar Hitzfeld (head coach ofthe Swiss national team), DiegoBenaglio (VfL Wolfsburg)to get up!of Teamsports Marketing) andthe tech experts.

P_30 CAtch up | # 02_November 2011 SPORTSP _311. Welcoming PUMA's newbrand ambassador, cricketstar Yuvraj Singh2. The number 12 stands forYuvraj's jersey number and isalso part of the name of thecampaign he kick-startedPUMA IndiawelcomescricketsuperstarYuvraj SinghSuspense, fun interactions and a breakthrough reveal: # love 12,PUMA India’s week long campaign announcing Yuvraj Singh astheir brand ambassador, had it all.But first of all: PUMA is now proud partner of Yuvraj Singh. Forthose who don’t know much about cricket: What Cesc Fabregas isto soccer, Yuvi is to cricket – an international superstar and quitea big deal, even outside of his sport.Launched exclusively on Twitter, Yuvi, man of the series in the2011 Cricket World Cup, kick started the # love 12 campaign byasking people to share what the number 12 meant to them. Overthe course of the week, Yuvraj kept the engagement levels high bypromising to meet 12 lucky fans in person. And sure enough, in anunconventional Twitter-led press conference, Yuvraj revealed hisassociation with Puma India and interacted with his fans in personon November 1st.To wrap it all up, the # love 12 campaign saw 69.3 million hits.During the build-up, both # love 12 and pumacricket were trendingat the first and second spot nationwide.Yuvi will now be seen in Puma gear both on and off the fielduntil 2015. # love 12 – the platform (or love triangle, as Yuvi callsit) between PUMA, Yuvi and fans is a platform to do Fair, Honest,Positive and Creative things on the 12th of every month, startingthis November.

P_32CAtch upLIFESTYLEP _ 33PUMALIFESTYLEHussein ChalayanAstronauts &BicyclesThis is taking “outer”wear to its most extremedefinition: The AW12’ PUMA by HusseinChalayan Collection got its inspiration fromouter space and astronaut gear. The result was the first PUMA by HusseinChalayan shoot taken in an environmental setting, further explaining theUrban Traveler story in relation to natural space vs. space travel.For Mihara, the AW12’ Campaign shoot took to the streets of London, andwas largely based around the London to Tokyo theme and focused aroundthe Cycling story. Mihara fuses cycling performance features with outdoorsyfunctionality: reflective, packable hoods adorn blazers and leather patchedshoulder bags roll down for swift maneuvering.Vulcanized footwear has a velodrome-worthygrip and pedal response whilst deconstructedcycling shoes are flexible and lightweight. Tyingthe collection together is a distressed pythonprint, set off by bold oranges and yellows. >Urban MobilityStar designer Hussein Chalayanre-imagines the idea of ‘mobile life’ inmodern cities through his clean andsophisticated design aesthetic.› urbanmobility.puma.com

P_34 CAtch up | # 02_November 2011LIFESTYLEP _ 35The DesignerHusseinChalayanINK ON SUEDE:TattoothatDavide, Heinz, RinoINK-ArtistsIt’s a season distinguished by Mihara’s constantquest for versatility and adaptability, underlinedby urban panache. PUMA’s International Lifestyleteam is currently releasing the AW12’ lookbooksto the markets, alongside the AW12’ Black LabelDigital Product Catalog, which was created toencourage our International Sales team to presentthe collections via iPads.

P_36 CAtch up | # 02_November 2011JOYP _37Laird Hamilton, surfing legend andMar Mostro’s honorary 12th crew member,about how he invented a new sport –modern stand-up paddleboarding:“The board isunbelievable”Were you sick of surfing?I initially got into paddle surfing as a training device duringthe summer – it was a way to prepare myself for the bigwaves in the winter. It kind of took over my interest, and thenI started paddling in all types of conditions. It pretty much isjust an extension of surfing. Stand-up paddling allows you tobe in incredible shape no matter what the conditions are, andit makes you a better surfer. The challenge of trying to paddleinto giant waves becomes a sport in itself.How was your collaboration with PUMA?It has been an incredible opportunity to develop this standuppaddleboard, work with the design team and just to workwith PUMA Ocean Racing. In a way, I worked with a team tohelp revolutionize an aspect of surfing. I enjoy being in thatatmosphere, especially coming from a solo sport. It’s nice tobe part of a team, with the camaraderie, the sharing of successes,as well as trials and tribulations of sharing a dream.What’s unique about the PUMA/Laird board youdesigned with Juan K?It’s really the first opportunity that I, as well as those of usin the stand-up surfing industry, have had access to such anelite designer like Juan K along with top performance technology.We’re having the opportunity to tap into cutting edgetechnology, and I think it will have a trickle down effect onthe whole industry. We wanted something that was reflectiveof the design that had gone into the Mar Mostro. And, itwas obvious to paint it like the boat – we were already usinga similar design, similar outline, similar rocker. The board isunbelievable.

P_38CAtch up | # 02_November 2011VISION P _39DRAGONSLAYERs part of the PUMA.Creative film Programme, PUMA establishedthe PUMA.Creative Catalyst Award, designed to be aArapid response fund providing resources in the early stages ofdocumentary projects, to shoot and edit a film trailer. This trailerPUMA.Creative Catalyst Awardwinner "Dragonslayer" premiered atBFI London Film Festivalcan then be used to solicit fundingfor the production of a film.“Dragonslayer,” a 2010PUMA.Creative Catalyst Awardrecipient, has had great successat the SXSW Film Festival and had its UK premiere at the BFI LondonFilm Festival this past October supported by PUMA.Creativeand PUMA UK.“Dragonslayer” follows the life and times of 23-year-old skateboardlegend Josh ‘Skreech’ Sandoval through contemporarySouthern California.

P_40CAtch up | # 02_November 2011globeP _41pumaglobeMiddle East launches FAASPUMA Turkey leveraged their football and fitness assets, AlexD’Souza and Ebru Salli, to launch Faas in Turkey. The footballand fitness heavyweights going head to head to see whichone’s faaster led the way for fans to come and try the faas andwin performance based discounts driving traffic to retail andgarnering a huge amount of PR for Faas in Turkey.PUMA Middle East activated Faas both online and onground. Onlinethey created an engaging Faastest fingers game on the FB page of PUMARunning. In addition to which they’ve put up running tips, routes, Faas Testlocations and product information. On the ground the Faas Mobile hasbeen making waves. They set up camp to begin with at the Pink Biathalonwith serious runners for breast cancer awareness and then took the FaasMobile across hotspotsaround Dubai, generatinga lot of buzz and friendlycompetition while drivingtraffic to retail stores.PUMA SocialSao PaoloIn order to celebratethe second part of thePUMA Social concept inBrazil, the PUMA SocialClub Sao Paulo has beeninaugurated. Locatedat Augusta Street, oneof the most famous inBrazil, the "Pop Up Bar"is dedicated to the BrazilianAfter Hour Athletesand will be open for three months with games suchas pool, darts, ping-pong, card games, arcade gamesand karaoke. The project also includes the creationUSA: projekt pink recap$103,500 was raised and donated to the winningProject Pink charity- the Dr. Susan Love ResearchFoundation› $25,000 was raised from the #projectpinktwitter campaign which came as a result ofover 25,000 tweets› 47 nationwide breast cancer organizationswere nominated in 2011› Project Pink website had 49,946 total visitsand logged 19,656 votes› Project Pink videos hosted online (PSA,announcement video, Nina video) generated96,594 views› Project Pink supporters included: Actress NinaDobrev, Soccer legend Julie Foudy, PUMA Golfathletes Rickie Fowler, Ana Nordqvist, LexiThompson, WPS athletes Marta, Amy Rodriguez,Natasha Kai, Karina LeBlanc, Alex Scott and MLSathletes Tyrone Marshall, Dwayne De Rosario,Jay DeMerit, Matt Reis, Brian Ching andChat Barrett› Video announcement links:› youtube.com/watch?v=RXKvxKB1CNU› youtube.com/watch?v=OrMLM8oTITYof the "After Hour Athletes League", an onlineand offline competition that is open to everybodythat will reveal the best night sports team.For further information visit› pumasocialclub.com.br or follow the eventsand promotions via Twitter (@PUMA_br). You can alsowrite a comment using the hashtag #pumasocial toidentify tweets regarding PUMA Social.

P_42CAtch up | # 02_November 2011globeP _ 43PUMA india´sRocket RacePUMA India faced a special challenge thisyear, with the first Formula 1 Grand Prix beingheld in India. Their strategy: A cool marketingcampaign with the goal to amplify the promoscheme, reinforce the motorsport offering andengage consumers both online and offline.Offline work included special Diwali offers andlimited edition motorsport tees. The digitalengagement was done through an application onFacebook – the PUMA Rocket Race. The applet users race rockets in order to win prizessuch as real F1 tickets, PUMA motorsportshoes and tees.Consumers loved it! Some even played thePUMA Rocket Race for 6 or 7 hours every day!PUMA sent 97 winners to the race, gave away 50tees and 15 pairs of shoes to thoe gamers whoplayed and won the most. Furthermore, PUMAis now the official merchandise partner for allevents organized at the Buddh InternationalCircuit (BIC), where the F1 race took place, forthe next 3 years.You can play PUMA Rocket Race by clicking thelink at the bottom. Please note: Even though thisis a PUMA application, playing PUMA RocketRace at work is not considered working time :)› apps.facebook.com/pumarocketraceCreativeFactory BARCElonaOn its way through some vibrantEuropean cities, the PUMA CreativeFactory was launched in Barcelonalast month. With the aid of iPads,customers are able to design their ownPUMA shoes in the store and orderthem right away. The launch of this coolconsumer activation tool was combined with the strategy meetingin Barcelona, inviting sneaker freakers, trendsetters and artists.Until December 9th the Creative Factory will be located at“Limited Editions”, one of the most influential sneaker storesin Europe. As Barcelona has been and still is a big success,the PUMA Creative Factory will continue on its way next year,running in Madrid, Copenhagen, Amsterdam, Zurich,Stockholm and other cities.HK: Lovefor all,Run forcareOver 20 colleagues from Puma Asia Pacificand Puma Hong Kong formed two runningteams, named “Puma Joy” and “Puma FAAS”, toparticipate in a 10km charity run in Disney LandHong Kong. Their slogan: “Love for all! Run for care!”As some were novice runners, a 10k distance could seemintimi-dating. Patrick Chan, a veteran runner in the office, hadorganized practicesessions and sharedsome runningknowledge, warmup techniques, carboloading,and tips aboutpreparing for the race.With 1,000 people at thestart and perfect weatherconditions, the day wentreally well. All of thePUMA runners completed the race, not only because of the greatcheering from the supporters lined up, but also because of the FAASrunning shoes they were wearing. “It wasn’t about how fast we couldrun, but much more about unity, determination and perseverance.We all enjoyed the run for care”, said Patrick Chan. Good job, guys!EinvironmentalTrain(ing)in GermanyCO2-neutral business trips? They’re nowpossible! From now on, PUMA colleaguestravelling in Germany will be able to use a CO2-neutral option whengoing by train with the Deutsche Bahn (DB). How does it work?Through DB’s environmental program “bahn.corporate Umwelt-Plus,”the amount of electricity used on PUMA business trips is calculated.This amount is then bought from renewable sources in Germany andused to run the trains. PUMA takes care of any extra costs. And thebest bit? You don’t have to do anything to take advantage of this option– simply choose Deutsche Bahn as your means of travel whenbooking your next trip with PUMA as usual.

P_36That's itfor nowCheck your inbox for the nextissue a little sooner than usual,since CATch up Vol.3 will comebefore the holidays. We'll belooking back on 2011 alongsideplenty of exciting new stories.Get in touch via the emailbutton below if you'd like toshare something with all of us.See you then!