Global sportswear brand PUMA has been honoured with inclusion in the 2024 Laureus Sport for Good Index, recognising its leadership in sustainability and purpose-driven initiatives.
The Laureus Sport for Good Index, launched in 2021, celebrates organisations making significant contributions to sustainable development. It highlights businesses that integrate their operations with impactful sports-based campaigns addressing social and environmental challenges, aligned with the United Nations’ 17 Sustainable Development Goals (SDGs).
Astin Ewington, Head of Partnerships at Laureus, praised the selected brands for their innovation and commitment:
“We are thrilled to unveil the 2024 Laureus Sport for Good Index, which showcases the immense potential of sport as a force for positive change. The featured brands this year are tackling critical global issues through purpose-driven initiatives. We hope to inspire others to leverage sport as a platform for meaningful impact and a more sustainable future.”
PUMA’s recognition stems from its innovative efforts over the last 18 months, particularly three key initiatives: Voices of a RE, RE, and RE.
Voices of a RE
This initiative addresses the growing demand from young consumers for brands to commit to sustainability with greater transparency. PUMA collaborated with four young sustainability advocates who produced social content to promote the company’s targets and provided feedback on improving its FOREVER. BETTER sustainability practices.
RERecycling Programme
The REprogramme aims to reduce textile waste and decrease PUMA’s reliance on recycled polyester derived from plastic bottles. In 2023, the company produced 46,000 REgarments, with plans to scale up production. Starting with the 2024/25 football season, millions of PUMA replica jerseys will be manufactured using RE, showcasing a shift toward circular manufacturing practices.
REBiodegradable Sneaker
PUMA’s REproject represents a breakthrough in sustainable footwear. After a two-year pilot study concluded in 2023, PUMA proved that its REsneakers could be industrially composted. This year, a commercial version of the REwas launched in Europe. Customers can return worn sneakers to PUMA, which then sends them to composting facilities in the Netherlands.
A Benchmark for Sustainability
PUMA’s inclusion in the Laureus Sport for Good Index highlights its role as a pioneer in sustainable sportswear. These initiatives demonstrate how companies can align profitability with ecological and social responsibility.
As PUMA continues to innovate, it sets a benchmark for the industry, showing how sport can drive meaningful change and inspire a more sustainable future. For more information: https://foreverbetter.com/en
