PUMA has launched the next phase of its long-term sustainability programme.
Its new packaging and distribution system, conceived by renowned industrial designer Yves Béhar and due to be rolled out in the second half of 2011, will significantly reduce the amount of waste and CO2 emissions traditional product packaging and polythene bags generate.
The system underpins PUMA’s target of reducing carbon, energy, water and waste by 25 per cent, and developing 50 per cent of its international footwear, apparel and accessory collections in line with best practice sustainability standards by 2015.
PUMA has also unveiled the next round of ‘puma.safe’ initiatives, laying out ambitious targets to be achieved by 2015. Objectives include a 25 per cent reduction of CO2, energy, water and waste in PUMA offices, stores, warehouses and direct supplier factories; a 25 per cent CO2 reduction through more efficient product transport solutions by logistic partners; and the introduction of the PUMA Sustainability-Index standard to serve as a benchmark for sustainable products and a means of communicating products’ sustainable features to consumers.
To monitor these objectives PUMA is establishing an external advisory board of experts in sustainability to consult on PUMA’s plans and audit the company’s sustainability programme.
“For a long time our mission has been to become the most desirable sportlifestyle company,” says Jochen Zeitz, chairman and CEO of PUMA. “With this next phase of our sustainability programme we have evolved our mission to be the most desirable and sustainable sportlifestyle company in the world.
“Through our puma.safe programme we have already started to reduce our carbon emissions, curtail wasteful transportation, recycle and reuse available materials, use water sparingly and become paperless.”
PUMA partnered with Yves Béhar, of San Francisco-based fuseproject, to rethink the way the millions of pairs of shoes the company sells each year are packaged.
Béhar designed the ‘Clever Little Bag’, replacing the cardboard shoebox with a reusable shoe bag that protects each pair of shoes from damage from the point it leaves the factory until the consumer takes it home, thus generating savings on the production side due to less material used, reducing weight during transportation and eliminating the need for extra plastic carrier bags.
“I was excited to partner with PUMA and contribute to such a game changing project,” says Yves Béhar.
“PUMA’s initiative to look closely at one of the most challenging issues facing the retail industry in regards to sustainability and environmental harm was inspirational.
“In changing the packaging and distribution lifecycle from the ground up, we hope our new design and comprehensive solution encourages other retail companies to follow suit.”
