Geography Multinational Cooperation Activity .

THIS PPT IS MADE BY MOULIK GOGIA 8-A

 What is PUMA® and how it was
created ?
• Puma® is a German multinational cooperation who design and
manufacture athletic and casual footwear, apparel, and accessories.
• The company was founded in 1948 by Rudolf Dassler (1898–1974). He
also had a younger brother , whose name was Adolf dassler. In 1924,
Rudolf and his brother Adolf "Adi" Dassler had jointly formed the
company Gebrüder Dassler Schuhfabrik ('Dassler Brothers Shoe
Factory’). However , in 1948 the relationship between the two brother
deterioted and they both agreed to split apart. Adi Dassler made
adidas , Rudolf Dassler went on to make Puma . Rudolf Dassler moves
into another building belonging to the family. Together with 14
employees, he transforms it into a factory and founds his own
company – the “Schuhfabrik Rudolf Dassler (RUDA)” in
Herzogenaurach, Bavaria, Germany
• The company is registered as a business in January 1948. Operations
commence on June 1, 1948. Four months later on October 1, 1948,
the PUMA brand is born and registered at the German Patent and
Trademark Office. In December 1948, Rudolf Dassler announces his
decision to name the company “PUMA Schuhfabrik Rudolf Dassler”.
The details of the new company are added to Germany’s commercial
register on January 14, 1949.
 About its
headquarters and
employees
• Puma's headquarters is located in
Herzogenaurach, Germany, the town
where the company was founded by
Rudolf Dassler in 1948. It serves as the
central hub for Puma's global operations,
focusing on design, innovation, and
brand management for its international
markets.
• PUMA has a lot of employees . As of
December 31, 2023, Puma has 18,681
employees worldwide , in over 120
countries in which Puma
operates . Puma has been recognized as
one of the World's Best Employers.
 More on the history of PUMA (TILL 2015)
1952
• In 1952, PUMA's Super ATOM, the world's first football boot with screw-in
studs, was launched after the success of the ATOM in 1950.

1958
In 1958, PUMA patented the FORMSTRIP, a trademark used to stabilize the foot
inside shoes. It is now found on most PUMA footwear and apparel products, and
thanks to emerging media, it became globally visible.

1966
Eusébio, a Portuguese Ballon d'Or winner, was named top scorer in the 1966 World
Cup in England, wearing PUMA football boots. In recognition of his exceptional form,
PUMA introduced the KING boot.
1970
PUMA signs PELE
While wearing PUMA KING boots, Pelé is crowned the “Player of the Tournament” in
the 1970 World Cup. It is the third World Cup title Brazil wins. After finishing his career
in 1977, Pelé is officially honoured “Football Player of the Century”.
1985
PUMA's Running System, now known as RS, was developed in 1985 to control motion
and absorb shock. This system, combining four components, was used in the
development of the first-ever computer shoe, the RS-Computer, enabling runners to
compare past runs with future goals.
1990
PUMA KING footballer Lothar Matthäus, who was born and raised in PUMA's home
city Herzogenaurach, captains West-Germany to its third World Cup title in Italy.
Subsequently, he is voted the Ballon d'Or winner ("European Player of the Year"),
"World Player of the Year" and "World Athlete".
2006

PUMA sponsored 13 out of 32 teams at the 2006 Football World Cup in Germany,
becoming the world champion for the first time in the company's history with
Italy. Italy beat France 5:3, Italy's goalkeeper Gianluigi Buffon , earned the Yashin-
Award for "Best Goalkeeper of the Tournament" wearing PUMA gloves. PUMA also
expanded its reach in INDIA, as it entered their market that following year

2009
Usain Bolt, a world champion at the Beijing Olympics, broke his 100m and 200m
world records at the World Athletics Championships in Berlin. Wearing Puma
boots, Bolt also won the 4x100 relay, adding another World Championship gold
medal to his impressive record.
2014
PUMA launched the FOREVER. FASTER. brand campaign in
2014, aiming to become the fastest sports brand globally.
The campaign, featuring Usain Bolt, Mario Balotelli, Sergio
Agüero, Rickie Fowler, and Lexi Thompson, embodies
PUMA's spirit and mentality, embracing individuality and
risk-taking.
THIS is
the
evolution
of pumas
logo
The above line graph shows how the PUMA’S global revenue
has increased from 2000 - 2023 .
PUMA’S revenue in
the FY 2023 (IN
EUROS)

• In 2023 , PUMA generated about €

8.6 billion , 6.6% increase from
the previous year. This was a
record year for the company,
which celebrated its 75th
anniversary.
• ALSO PUMA MADE A PROFIT OF
APPROXIMATELY 305 MILLION
EUROS
• The graph on the right shows the
different sectors that contributed
to its revenue
• The following pie chart
shows the market share of
PUMA , amongst the other
brands in the world ,
PUMA has contributed only
2.6% in the global
sportswear market
 _Social Impacts_
_Positive:_
1. _Job creation_: Puma employs over 14,000 people worldwide,
providing livelihoods for many individuals and their families. For
example, Puma's manufacturing facility in Vietnam provides
employment opportunities for over 10,000 workers.
POSITIVE 2. _Support for sports development_: Puma sponsors various sports
teams, events, and athletes, promoting sports development and
AND encouraging people to lead active lifestyles.
3. _Inclusive workplace culture_: Puma strives to create a diverse
NEGATIVE and inclusive work environment, promoting equal opportunities and
respecting human rights. For example, Puma's "She Moves Us"

IMPACTS initiative aims to empower women and promote gender equality in

the workplace.

OF PUMA Negative:
1. _Labor rights concerns_: Puma has faced criticism for labor rights
violations . For instance, a 2020 report by the Workers Rights
Consortium found that Puma's supplier factories in Cambodia were
paying workers below the minimum wage.
2. _Limited accessibility_: Puma's products may not be accessible to
people with disabilities or those from lower-income backgrounds
due to high prices or limited distribution channels..
_Environmental Impacts_
_Positive:_
1. _Sustainability initiatives_: Puma has implemented various sustainability
initiatives, such as using recycled materials, reducing waste, and increasing energy
efficiency in its operations. For example, Puma's "10FOR25" initiative aims to
reduce its environmental impact by 2025. Puma also partnered with the
environmental organization "First Mile" to collect and recycle plastic waste in Haiti.
2. _Eco-friendly products_: Puma offers eco-friendly products, such as shoes made
from recycled plastic waste and apparel made from sustainable materials. For
instance, Puma's "Re:Suede" collection features shoes made from recycled suede
materials.
3. _Carbon offsetting_: Puma offsets its carbon emissions by investing in renewable
energy projects and reforestation programs. For example, Puma partnered with the
carbon offsetting organization "ClimatePartner" to offset its carbon emissions from
transportation.
_Negative:_
1. _Environmental degradation_: Puma's supply chain and manufacturing
processes can contribute to environmental degradation, such as water pollution,
deforestation, and greenhouse gas emissions. For instance, a 2019 report by the
Changing Markets Foundation found that Puma's supplier factories in China were
contributing to water pollution and environmental degradation.
2. _Waste generation_: Puma's products and packaging can generate waste,
contributing to the growing problem of textile waste and plastic pollution. For
example, Puma's use of single-use plastics in its packaging has been criticized by
environmental groups.
*Economic Impacts*
*Positive*
1. *Economic growth*: Puma's operations and investments can contribute to economic
growth in the countries where it operates, creating jobs and stimulating local
economies. For example, Puma's manufacturing facility in Turkey provides
employment opportunities for over 5,000 workers and contributes to the local
economy.
2. *Innovation and R&D*: Puma invests in research and development, driving
innovation and improving product quality, which can lead to increased
competitiveness and economic benefits. For instance, Puma's innovation lab, "Puma
Lab," develops new and innovative products, such as self-lacing shoes.
3. *Tax revenue*: Puma generates tax revenue for governments, contributing to public
finances and funding for public services. For example, Puma paid over €100 million in
taxes in Germany in 2020.
*Negative*
1. *Market dominance*: Puma's market presence and influence can lead to market
dominance, potentially limiting competition and innovation in the market. For
instance, Puma's dominance in the European football market has been criticized by
smaller competitors.
2. *Price volatility*: Puma's pricing strategies can contribute to price volatility,
affecting consumers and smaller businesses that rely on stable prices.
 Some challenges and critisisms that
PUMA receives
* Challenges*

1. *Intense competition*: Puma faces intense competition from

other sportswear brands, such as Nike and Adidas. (e.g.,
competition for sponsorships and market share)
2. *Supply chain disruptions*: Puma's global supply chain is
vulnerable to disruptions, such as natural disasters and trade wars.
(e.g., COVID-19 pandemic impacting sales)
3. *Environmental concerns*: Puma faces pressure to reduce its
environmental impact, including waste generation and greenhouse
gas emissions. (e.g., criticism for using single-use plastics in
packaging)
• Criticisms*

• 1. *Labor rights abuses*: Puma has faced criticism for labor rights
abuses in its supply chain, including low wages and poor working
conditions.
• 2. *Environmental degradation*: Puma has been criticized for its
contribution to environmental degradation, including water
pollution and deforestation. 3. *Lack of transparency*: Puma has
been criticized for a lack of transparency in its supply chain and
manufacturing processes.
• 4. *Cultural insensitivity*: Puma has faced criticism for cultural
insensitivity in its marketing campaigns, including perpetuating
negative stereotypes.
• 5. *Over-reliance on celebrity endorsements*: Puma has been
criticized for its over-reliance on celebrity endorsements, rather
than investing in grassroots marketing initiatives.
•CONCLUSION
•Puma, a leading global sportswear brand, has adapted to global
trends through strategic leadership, diversification,
endorsements by famous athletes, and partnerships with
designers and celebrities. Founded in 1948, the company has
evolved and adapted to changing consumer preferences,
becoming a premier global brand recognized for its high-quality,
fashion-oriented products. Puma continues to innovate and stay
ahead in the sportswear and lifestyle industry.
THE END