PUMA Business Model Canvas

PUMA's success hinges on a robust network of global supply chain and manufacturing partners. These entities are critical for the production of its diverse range of footwear, apparel, and accessories, directly impacting product quality and cost-effectiveness.

These partnerships are fundamental to PUMA's operational efficiency and its commitment to sustainability. The company collaborates closely with its manufacturing base to achieve ambitious environmental goals.

• Global Network: PUMA collaborates with over 1,200 suppliers and manufacturing partners worldwide, ensuring a broad production capacity.
• Sustainability Focus: In 2023, PUMA reported a 17% reduction in its Scope 3 emissions from purchased goods and services, a testament to its work with partners on environmental initiatives.
• Material Sourcing: The company aims to source 100% of its key materials from preferred raw materials by 2025, requiring close cooperation with its supply chain on sustainable sourcing practices.

PUMA actively collaborates with key organizations and initiatives to advance its sustainability goals. This includes partnerships with the Science Based Targets initiative (SBTi) and the Textile Exchange, which are crucial for driving PUMA's 'Forever Better' strategy. These collaborations focus on critical areas like circularity, climate action, and upholding human rights throughout the supply chain.

A prime example of PUMA's commitment to reducing its environmental footprint is its involvement in textile recycling projects. The RE:FIBRE project, for instance, highlights PUMA's dedication to innovation in this space. In 2023, PUMA reported that its sustainability initiatives contributed to a 10% reduction in greenhouse gas emissions across its value chain compared to 2017 levels, demonstrating tangible progress.

• Science Based Targets initiative (SBTi): PUMA has committed to setting science-based targets to reduce its greenhouse gas emissions, aligning with the goals of the Paris Agreement.
• Textile Exchange: This partnership supports PUMA's efforts to increase the use of preferred materials, such as recycled polyester and organic cotton.
• RE:FIBRE Project: A collaborative effort focused on developing innovative solutions for textile-to-textile recycling, aiming to create a more circular economy for apparel.
• Human Rights Due Diligence: Collaborations with NGOs and industry bodies ensure robust human rights standards are maintained across PUMA's global supply chain.

PUMA's ability to sustain its global operations, invest in crucial research and development, execute impactful marketing campaigns, and maintain its extensive infrastructure hinges on significant financial capital. This capital, represented by its revenue streams and asset base, is the engine driving strategic initiatives like brand elevation, product innovation, and geographic market expansion.

In 2023, PUMA SE reported revenues of €8,604 million, a slight decrease from €8,599 million in 2022, reflecting a stable yet challenging market environment. The company's financial health, as evidenced by its balance sheet and income statement, directly underpins its capacity to fund these vital business activities and pursue growth opportunities.

Key aspects of PUMA's financial capital include:

• Revenue Generation: PUMA's sales performance across its product categories and regions is the primary source of its financial capital.
• Asset Base: The company's tangible assets, such as inventory, property, and equipment, along with intangible assets like brand value, contribute to its financial strength.
• Access to Funding: PUMA's ability to secure debt or equity financing further bolsters its financial resources for strategic investments.
• Profitability and Cash Flow: Consistent profitability and positive cash flow are essential for reinvesting in the business and ensuring long-term sustainability.

PUMA's commitment to sustainable materials is a critical resource. By 2024, the company successfully met its goal of having nine out of ten products manufactured using recycled or certified materials. This focus on eco-friendly sourcing is not just an environmental statement but a strategic advantage, appealing to a growing segment of environmentally conscious consumers.

The RE:FIBRE project exemplifies PUMA's investment in innovative, sustainable technologies. This initiative aims to create a circular economy for textiles, transforming textile waste into new, high-quality materials. Such forward-thinking technological development is essential for long-term resource security and brand differentiation in the competitive sportswear market.

• Recycled & Certified Materials: 90% of PUMA products utilized these materials by 2024.
• RE:FIBRE Project: Focuses on textile waste circularity and innovative material technology.
• Consumer Appeal: Sustainable sourcing enhances product desirability and brand image.
• Environmental Alignment: Supports global sustainability goals and reduces ecological footprint.

PUMA prioritizes responsive customer service across multiple touchpoints to foster satisfaction and loyalty. This includes online chat, email support, and in-store assistance, ensuring a seamless experience for every customer.

A strong focus on after-sales service, such as easy returns and product support, reinforces brand trust. For instance, in 2024, PUMA reported a customer satisfaction score of 8.5 out of 10 for its online support interactions, highlighting the effectiveness of their service channels.

• Online Support: Offering real-time chat and comprehensive FAQs to address queries efficiently.
• In-Store Assistance: Providing knowledgeable staff to assist with product selection and purchases.
• After-Sales Service: Implementing straightforward return policies and responsive warranty support.
• Customer Feedback: Actively collecting and acting upon customer feedback to continually improve service quality.

PUMA actively cultivates communities by organizing events and local activations that resonate with its sports and lifestyle consumers. For instance, in 2024, PUMA continued its support for running communities through initiatives like the PUMA Night Run series, which saw participation from thousands across various cities, fostering a sense of shared achievement and brand loyalty.

These community-building efforts go beyond mere participation; they aim to create genuine connections. By hosting events that align with specific sports categories, such as basketball or football, PUMA allows enthusiasts to engage with the brand and each other, strengthening brand advocacy. This strategy has proven effective in driving repeat engagement and organic marketing.

• Community Focus: PUMA builds strong connections by centering its efforts around specific sports and lifestyle segments.
• Event Engagement: Initiatives like the PUMA Night Run in 2024 brought together thousands of participants, creating shared experiences.
• Brand Advocacy: These localized activations encourage active participation, turning consumers into vocal supporters of the PUMA brand.

Environmentally and socially conscious consumers represent a significant and expanding market segment for PUMA. These individuals actively seek out brands that demonstrate a commitment to sustainability, ethical manufacturing processes, and broader corporate social responsibility. PUMA's 'Forever Better' strategy, which emphasizes the use of recycled materials and initiatives to lower its carbon footprint, directly resonates with this group's values.

This segment is highly motivated by a brand's tangible progress in sustainability. For instance, PUMA's reported reduction in greenhouse gas emissions by 15% in 2023, compared to 2019, is a key data point that appeals to these consumers. They are also interested in the sourcing of materials and the transparency of the supply chain.

• Growing Demand: Surveys in 2024 indicate over 60% of consumers consider sustainability when purchasing apparel.
• Material Innovation: PUMA's increased use of recycled polyester, reaching 50% of all polyester used in apparel by early 2024, is a strong selling point.
• Carbon Footprint Reduction: Continued investment in renewable energy sources for PUMA's own operations aims to further decrease its environmental impact.
• Ethical Sourcing: PUMA's commitment to fair labor practices and audits within its supply chain is crucial for this consumer group.

Brand enthusiasts and collectors form a core customer base for PUMA, drawn by its rich heritage and specific product lines. These individuals are passionate about the brand's story and unique collaborations, often eagerly anticipating limited-edition releases and celebrity endorsements. Their deep connection translates into powerful brand advocacy.

For instance, PUMA's successful collaborations, such as those with fashion designers or cultural icons, often sell out rapidly, demonstrating the intense demand from this segment. In 2023, PUMA reported a significant increase in sales driven by strong demand for its lifestyle and performance footwear, with a notable contribution from its popular collaborations and heritage-inspired collections.

• Loyalty and Heritage: This group values PUMA's history and enduring appeal.
• Engagement with Releases: They actively follow and purchase limited-edition products and collaborations.
• Brand Advocacy: Their passion often leads to organic promotion and positive word-of-mouth.
• Financial Impact: Enthusiasts and collectors contribute significantly to PUMA's revenue through repeat purchases and high-value transactions.

PUMA taps into its strong brand recognition by licensing its name and trademarks to third-party manufacturers. These partners produce and sell a wide array of PUMA-branded products, from apparel to accessories, generating a significant revenue stream for the company through royalty payments. This strategy allows PUMA to expand its market reach and product diversity without the capital expenditure and operational complexities of direct manufacturing for every item.

In 2023, PUMA reported that its licensing business contributed to its overall financial performance, reflecting the ongoing value of its brand equity. While specific figures for licensing and royalties are often embedded within broader revenue categories, the company's consistent global presence in diverse product segments underscores the success of this model. For instance, the extensive network of licensed partners allows PUMA to maintain visibility in markets where direct retail operations might be less feasible or cost-effective.

• Brand Licensing: PUMA grants permission for its brand name and logos to be used on products manufactured and sold by other companies.
• Royalty Revenue: PUMA earns income based on a percentage of sales from these licensed products.
• Market Expansion: This model facilitates broader product availability and market penetration without direct investment in manufacturing.
• Leveraging Brand Equity: It capitalizes on the established reputation and consumer trust associated with the PUMA brand.

PUMA's revenue streams are well-diversified across its primary product categories: footwear, apparel, and accessories. This multi-pronged approach helps mitigate risks associated with over-reliance on a single product segment.

In the first half of 2025, PUMA experienced a notable increase in footwear sales, growing by 3.7% on a currency-adjusted basis. This growth was primarily fueled by strong performance in the running and sportstyle segments, indicating consumer demand for performance and lifestyle footwear.

While footwear showed positive momentum, PUMA's apparel and accessories segments encountered challenges in the second quarter of 2025, reporting declines. These fluctuations highlight the dynamic nature of the fashion and sportswear markets and the need for continuous adaptation.

Key revenue drivers include:

• Footwear: A significant contributor, with a 3.7% currency-adjusted sales increase in H1 2025, led by running and sportstyle.
• Apparel: A core category contributing to overall revenue, though it saw a decline in Q2 2025.
• Accessories: Another important segment that complements the apparel and footwear offerings, also experiencing a Q2 2025 downturn.