PUMA Group

Don't call our Formstrip a stripe 👟 Ever wondered what that strip of material along the side of our footwear is? It's one of our most recognisable trademarks - and it isn't just for design. The Formstrip's story began in the mid-20th century, when football boots transitioned from thick materials to lighter ones. This shift brought a new challenge, as athletes struggled with stability during quick direction changes. Rudolf Dassler found a solution: a strip of leather on the side of the shoe to provide extra lateral support. The Formstrip made its debut at the 1958 World Cup in Sweden. Today, you can find it across all our silos - whether it's a KING football boot, Deviate NITRO™ running shoe or even the classic SUEDE. See? It’s more than just a stripe 🐾

Lights out and away we go, Vegas! 🏁 Last week we turned our Las Vegas flagship store into the ultimate hub for all things motorsport, creating an immersive space for fans and culture. Just in time for the Las Vegas Grand Prix, our flagship store became a destination for fans to experience our brand's legacy of speed and style that has defined our partnerships with key teams such as Scuderia Ferrari HP, Aston Martin Aramco F1 Team and the F1 Academy over the years. Visits from our ambassadors and Formula 1 drivers - including Charles Leclerc, Lewis Hamilton, Felipe Drugovich, Jessica Hawkins, Jack Crawford, and F1 Academy driver Aurelia Nobels - transformed the store into a true race-weekend experience for both our employees and customers, bringing the energy of the track directly into the heart of our brand. Relive the race-weekend below🏎️

What happened to brand elevation, Mr. Hoeld? 💭 It’s a question PUMA’s new CEO Arthur Hoeld gets asked often. His vision is clear: our next chapter is not about louder campaigns - it's about sport. We're sharpening the performance DNA that defines PUMA, creating products that truly enhance athletes' performance, and telling stories that stand out in a competitive landscape. This renewed focus begins where we are strongest: with our iconic products. Explore Arthur’s vision for PUMA’s next chapter 👇 https://lnkd.in/dxUNKxVh

Step into the world of NITRO™ 👟 The start of the running season in the Middle East called for something bold - so we transformed our flagship store in Dubai Mall into the ultimate home of NITRO™. We turned our cutting-edge technology into an immersive brand experience, connecting runners to performance innovation in a whole new way. From the moment visitors stepped inside, they entered the NITRO™ world with one key message: Unleash Your Energy. Interactive fit scanners helped customers find their perfect shoe match, dynamic LED storytelling revealed the science behind NITRO™, and an immersive treadmill tunnel let them experience the technology firsthand. Take a look inside 👇

CATch up just got a glow-up! 🔥 Our relaunched digital company magazine now brings the best of PUMA — from innovation, sports and culture to the athletes and stories that move us — all in one sleek new look. In the coming days, you will find exclusive interviews with PUMA CEO Arthur Hoeld, who shares his vision to turn PUMA into one global sports brand, and world-record pole-vaulter Armand “Mondo” Duplantis, who talks about chasing limits and staying grounded. Explore fresh features and inspiring insights as we step into our next chapter 👉 https://lnkd.in/ddFURqry

The heartbeat of Africa 🦁 ⚽ Designed to carry the dreams of a continent. Introducing ITRI - the official match ball for the TotalEnergies CAF Africa Cup of Nations (AFCON) Morocco 2025. The ball draws inspiration from Morocco’s centuries-old zellij art form - renowned for its intricate geometric mosaics - whilst symbolising the unity and passion of African football across the continent. The name ITRI pays tribute to the star featured on the Moroccan flag and reflects the star patterns that hold significance in traditional zellij craftsmanship. The unique design features ‘Flow of Movement’ patterns that capture the distinctive rhythm and dynamic playing style of African football. Built on PUMA’s advanced Orbita 6 technology, the ball seamlessly blends heritage with innovation, delivering the performance standards required for elite-level competition while celebrating African culture. Get ready for the tournament kick-off on December 21st 🏆

Not one, not two, but six 2025 Clio Sports Awards for PUMA’s global running campaign “Go Wild” 🏆 We are thrilled to share that our running campaign has received six Clio Sports Awards, including one Silver and five Bronze, celebrating excellence in music, storytelling, and creative effectiveness. We’re proud of the teams across PUMA who brought this to life and grateful to our partners at adam&eveDDB for their creativity and collaboration in shaping this award-winning campaign.

PUMA Athletes dominate New York Marathon with record finishes 🗽 This weekend, New York City became the heartbeat of the running world as over 50,000 participants lined up for the 2025 TCS New York City Marathon. In her World Marathon Majors debut, PUMA Athlete Fiona O’Keeffe ran 2:22:49 in PUMA’s Deviate NITRO™ Elite 3, smashing the American course record by nearly two minutes to finish 4th overall, with Annie Frisbie (2:24:12) following close behind finishing in 5th. On the men’s side, Patrick Dever ran 2:08:58 to finish 4th overall in his marathon debut wearing Fast-R NITRO™ Elite 3, while Sondre Moen (2:10:15) clocked in 8th in his NYC Marathon debut. With breakthrough performances and record-setting runs, PUMA Athletes once again proved that innovation and determination go hand in hand - redefining speed, elevating the sport, and reinforcing PUMA’s position at the forefront of marathon running. Congratulations to our athletes! 💪

Today, we announced our results for the third quarter of 2025, a string of measures to further reduce our cost base and our new priorities, which will help us establish PUMA as a Top 3 global sports brand. Our CEO Arthur Hoeld and CFO Markus Neubrand welcomed journalists at a press conference at our headquarters in Herzogenaurach to give further details and answer their questions. You can find out more here: https://lnkd.in/ewSThHyV

The future of football jerseys is CIRCULAR ♻️⚽ Most recycled polyester starts life as clear plastic bottles. But what about polyester textile waste? That’s where PUMA’s textile-to-textile recycling programme, RE:FIBRE, comes in. Since the start of the 2024/25 season, the jerseys from all 35 PUMA-sponsored football clubs are made with RE:FIBRE - transforming factory off-cuts, faulty goods, and pre-loved clothing into new materials. In the final episode of our #ForeverBetter podcast series 'Who Gives a Shirt', our hosts Jack Fowler and Kimberly Cumberbatch sit down with upcycler and PUMA Voice of a RE:GENERATION, Andrew Burgess. Andrew shares his passion for circular fashion and explores the future of football shirts - whether pre-loved, re-loved, or brand new 🎧 Tune in to see how PUMA reduces its environmental impact and how you can play your part: https://lnkd.in/dJMBdbHp