Who Owns Puma?

Puma has committed to comprehensive sustainability initiatives through its "Forever Faster" strategy, targeting carbon neutrality by 2050 with interim targets including 25% carbon reduction by 2030. The company reached its science-based CO2 reduction target seven years ahead of schedule in 2024 and subsequently set a new, more ambitious climate target aligned with the 1.5 degrees Celsius global temperature goal.

Puma has incorporated recycled materials into approximately 40% of its footwear and 35% of its apparel as of 2025, with targets to increase these percentages by 2027. Eight out of ten Puma products contain significant recycled and certified materials. The company developed the Environmental Profit & Loss Account (EP&L), which analyzes environmental impacts across its operations and supply chain.

Puma was named among TIME magazine's "World's Most Sustainable Companies" in 2024, ranking as the best-ranked company in the Apparel, Footwear & Sporting Goods sector. Puma also achieved the highest score among all sports brands in the S&P Corporate Sustainability Assessment and has been included in the Corporate Knights Global 100 Most Sustainable Companies list.

The company has faced scrutiny regarding labor practices in its supply chain. KnowTheChain research in 2024 revealed that Puma scored 21/100 on average for forced labor prevention in supply chains. Puma has responded with enhanced monitoring programs and human rights training, having trained more than 220,000 factory workers on women's empowerment and completely mapped human rights risks across its supply chain.

Puma does not hold cruelty-free certification from Leaping Bunny or PETA, as the company manufactures products using animal-derived materials including leather and wool. The company has committed to sourcing these materials responsibly.

Puma has faced various controversies primarily related to supply chain labor practices, environmental concerns, and competitive disputes in the sportswear industry.

Supply Chain Labor Practices: Puma has faced ongoing scrutiny regarding labor conditions in its contract manufacturing facilities, particularly in Southeast Asian countries. KnowTheChain assessed Puma's supply chain against forced labor benchmarks in 2024, with the company scoring 21/100 on average for forced labor prevention. Puma has responded with enhanced monitoring programs and human rights training initiatives.

Strategic Reset and Financial Decline: Puma's 2025 strategic reset under new CEO Arthur Hoeld led to a significant sales decline and net loss of EUR 645.5 million. The reset included inventory clean-up, closure of unprofitable retail stores, and a cost efficiency program with EUR 191.6 million in one-time effects. No dividend was distributed for the 2025 fiscal year. The company has designated 2026 as a transition year with continued losses expected.

Environmental Impact: Despite Puma's sustainability recognition, the company has faced criticism from environmental organizations regarding the overall environmental impact of fast fashion and sportswear production. Critics argue that even with sustainable materials initiatives, the fundamental business model of producing high volumes of athletic apparel contributes to environmental degradation.

Animal Welfare Concerns: Puma's use of animal-derived materials including leather and wool has drawn criticism from animal welfare organizations. The company does not hold cruelty-free certification, leading to consumer pressure from vegan and animal rights advocates.

Sustainability Claims Scrutiny: Some consumer advocacy groups have questioned the veracity and impact of Puma's sustainability claims, suggesting that the company's environmental initiatives may represent greenwashing rather than substantive change.