chapter  Case 5
5 Pages

PUMA Sportlifestyle

Journey towards sustainable supply chain management
ByHendrik Reefke

PUMA is one of the world’s largest producers of sports lifestyle footwear, apparel, and accessories behind its main competitors, Adidas and Nike. It has a long tradition in sportswear manufacturing, and, while initially mainly focused on athletic footwear, its product portfolio nowadays includes a large variety of sports and lifestyle clothing. The reduction of trade barriers and the potential cost advantages offered by offshore production foster the growing complexities in global supply chains. Globalisation trends coupled with market pressures pushing for cost efficiencies, tighter regulations regarding sustainable business conduct, and increasing customer awareness, put pressure on supply chains to integrate sustainability principles into their strategic priorities and daily operations. PUMA markets its strategy well and shares its findings with customers, suppliers, governments, global initiatives, and other industry players through their marketing, annual reports, and targeted sustainability reporting.