In light of our “Forever Faster” mission, PUMA looks back on an outstanding sports year, having brought excitement, innovation, style, performance and a high level of brand heat to the world of sports. Our performance offering benefitted from the positive echo that our brand ambassadors created in the world of fashion and sports, elevating PUMA to the next level. The following sections provide an overview of the sporting highlights and key activities in each of our performance categories in 2016.

2016 was in many ways a successful year for the Teamsport segment of PUMA. The EURO 2016 in France was a great stage to showcase PUMA as an innovative and design-driven sports brand. With an on-field presence of almost 40 per cent across all matches, PUMA’s five participating teams secured strong brand visibility with their kits. PUMA star Antoine Griezmann became top scorer and player of the EURO 2016 and was voted best player of the Spanish “La Liga” 2015/16. In summer, we unveiled the first kits for Chivas, one of the biggest clubs in Mexico. Signing with Chivas was an important step for PUMA to give our brand superb awareness in the Central American and North American markets. PUMA is also a proud sponsor of the 2016 Olympic handball champion and Gold Medal winner Denmark in addition to some top players such as silver medallist Luc Abalo from France, and German bronze medallist Tobias Reichmann.

PUMA on Top of the English Premier League

2016 was a success story for two of our Premier League teams, Arsenal Football Club and Leicester City FC. Both teams presented themselves in top form and showed magnificent on-pitch performances, with Leicester City becoming the biggest surprise in international football. The underdogs played consistently well all season and won the Premier League in spectacular fashion, beating the biggest names in English football. Arsenal performed equally well and finished in second place, leaving behind their London rivals Tottenham in a thrilling season finale.

Antoine Griezmann Voted
Player of the Tournament

Antoine Griezmann became one of PUMA’s strongest brand ambassadors in 2016. He underlined this title by playing an extraordinary tournament in his home country for “Les Bleus” and was also voted best player of the Spanish 2015/16 “La Liga” season. He dazzled opponents with his speed, agility and goal-scoring ability. Griezmann also managed to place a spotlight on our dual coloured PUMA Tricks boots at the EURO 2016 by progressing to be the best goal scorer and player of the tournament.

Strong Brand Presence on the Pitch: PUMA Tricks at Euro 2016

Our PUMA Tricks attracted a lot of attention during this year’s EURO 2016 in France. They stood out with their unique dual colourway and enabled our players to perform at their very best. Stars like PUMA player Olivier Giroud, who was ranked third in the scoring table, as well as Portugal‘s Rui Patrício, who emerged as the Goalie of the Tournament and European Champion, sported PUMA’s yellow-pink footwear and equipment on the pitch. The EURO 2016 spiked a positive hype around our Tricks products and created brand heat and desirability for PUMA as a football brand.

Redefining Leather

PUMA launched the all-new evoTOUCH, a leather football boot with unrivalled control and exceptional touch, designed for playmakers like Cesc Fàbregas or Santi Cazorla. PUMA’s evoTOUCH is set to shake up the field of leather football boots, offering a lighter and faster solution for players looking for a lightweight and innovative boot combined with the benefits of classic leather material.

Majority of Female Players in the German National Squad Wear PUMA

The German women’s football team showed a great display of wonderful football at this year’s Olympic Games in Rio and rightfully won the Gold Medal. The majority of female players in the German national squad were equipped with PUMA football boots. During the tournament the players created great brand awareness, proving that PUMA is designed to win.

Great Performances of PUMA Athletes at the Rio Olympics

The sporting summer 2016 was dominated by Usain Bolt, once again delivered a world-class performance by winning an Olympic Gold medal in each of the three sprinting events. At the same time, the commentary around the games was buzzing about his custom-made red and golden PUMA spikes. In total, ten Gold, five Silver and nine Bronze medals were the yield of the PUMA-equipped Olympic teams of Jamaica, Bahamas, Cuba and Grenada alongside the Track & Field teams of Switzerland, the Dominican Republic and Barbados. PUMA’s product team did a great job linking the on-track performance apparel and footwear with our commercial offerings.

Taking Performance Wear to the Next Level

PUMA has continued to develop into an established, reliable and credible brand in performance running. 2016 saw a completely new version of our NightCat and PWRWARM-based apparel and footwear. We have designed functional as well as fashionable footwear products such as the SPEED 500 IGNITE NIGHTCAT, IGNITE DUAL NIGHTCAT and SPEED 300 IGNITE NIGHTCAT complemented by apparel products like the Thermo R Vent Jacket, PWRWARM, DryCell and StormCell technology – all packed with adaptive technology, which protects the athlete against the cold and rain whilst providing perfect visibility in the dark. PUMA’s key commercial footwear product, the IGNITE Dual, received massive attention throughout 2016. Its main Red Blast colourway tied in perfectly with the Olympic on-track performance graphics and became the most successful IGNITE shoe since the release of the original runner.

The Future is Female

Our PUMA Fierce Footwear line slays with innovative performance gear merged with contemporary styling. Launched in April 2016 and worn by style icon Kylie Jenner, the PUMA Fierce features a lightweight lace-less design that mixes performance technology and street-worthy style. Also, PUMA’s entire Sports Bra offerings of 2016 have been a big win for the brand as they provide comfortable and individual fit, look competitive and come in great styles. Collaborations between our Business Units inspired the Gold Pack Design featured on both PUMA Sports Bra & Leggings Apparel and the Fierce Trainer, which was worn and promoted by Kylie Jenner and achieved a strong sell-through at Footlocker stores.

Keeping Up the Pace

The seasons to come will continue to underscore that PUMA is back as a performance brand with a strong Caribbean Track & Field portfolio as well as top athletes around the world. In addition to our outstanding roster of male athletes, we strongly continue to believe that the future is female. That’s why we have filled our product pipeline with fashionable and functional products for women. Our Training and Sportstyle ambassadors such as Rihanna, Cara Delevingne and Kylie Jenner stand for a young generation of confident, successful and popular young women. In addition to our performance ranges, we will continue to drive our Women’s Business to the next level with innovative Footwear, Apparel and Cross Business Unit collaborations.


COBRA PUMA GOLF Delivers Performance and Style

Throughout 2016, PUMA Golf continued to deliver stylish, performance-ready golf apparel, footwear and accessories to the market, while COBRA Golf introduced technology-rich, game-changing equipment. Together, COBRA PUMA Golf delivers a full 360 degree package of innovative products and fashion-forward style that promotes game enjoyment, helping golfers of all levels play in confidence and style.

Roster Filled With Stylish, Talented Players

COBRA PUMA Golf welcomed rising PGA TOUR star Bryson DeChambeau to its team, generating tremendous buzz in the industry and adding excitement around his equipment, style and scientific approach to the game. Throughout the 2016 season, Rickie Fowler and Lexi Thompson continued to top the headlines, dressed to the nines in PUMA Golf apparel, footwear and accessories, with COBRA Golf equipment in their bags. COBRA PUMA Golf’s 2016 roster of golf talent also included Graham DeLaet, Jonas Blixt, Will MacKenzie, SørenKjeldsen and Jesper Parnevik along with brand ambassadors Greg Norman, Holly Sonders, Blair O’Neal and Kelly Slater. The participation of PUMA golfers in the 2016 Olympic Games, where golf took centre stage at one of the biggest events in sports for the first time in almost a decade, had a very positive impact for COBRA PUMA Golf, drawing a strong international audience and helping to promote our brand.

Return of the KING

Innovation continued to be at the forefront of all COBRA PUMA Golf as the brand kicked off 2016 with the return of KING to the product line launching the KING LTD family. Fuelled by research in space, the KING LTD woods feature a revolutionary SpacePort design that enabled PUMA’s R&D team to strategically position the Center of Gravity and make COBRA Golf’s key internal speed and stability technologies visible for the first time. The KING F6 and F6+ family of products hit the market with a bang, making personalised distance and adjustable Center of Gravity available to golfers of all levels.

More Excitement and Innovation to Come…

COBRA PUMA Golf will continue to introduce breakthrough technologies to the market in 2017, creating buzz and excitement around its innovative equipment. PUMA Golf is on trend to continue making a splash in the footwear category as well as on the apparel side with its premium bottoms and tops featuring sophisticated graphics and ultralight fabrics.

No One is Faster than the Cat

2016 was a fantastic year for PUMA Motorsport, with extraordinary momentum on the racing track. Formula 1 saw a fantastic season and pure dominance by the PUMA teams MERCEDES AMG PETRONAS, RED BULL RACING and Scuderia FERRARI. MERCEDES AMG PETRONAS not only sealed their third consecutive Constructors Championship in a row, but also set the stage for Nico Rosberg to win his first ever Drivers’ World Championship title just ahead of his teammate Lewis Hamilton.
Our new partnership with RED BULL RACING underpins PUMA’s mission to be Forever Faster. PUMA again pushed the boundaries of product design and racewear technology, showing off the new PUMA RED BULL RACING collection in February 2016. Nico Rosberg’s close title race against Lewis Hamilton exemplifies this year’s outstanding accomplishments of the MERCEDES AMG PETRONAS team powered by PUMA’s high performance race gear.

Adding Titles to the Stack

PUMA partner Marco Wittman became the first BMW driver in the history of the DTM series to win two Drivers’ Championship titles. He was crowned champion for the second time in his career after finishing fourth in the final race of the year at Hockenheimring in Germany. Furthermore, Simon Pagenaud won his first IndyCar Driver’s Championship, capping the season with a dominating race victory at Sonoma Raceway.

BMW X-CAT DISC: “The Gina”

PUMA released the latest edition to its DISC footwear franchise, the metallic silver BMW X-CAT DISC with its futuristic appeal. Designworks, a BMW Group subsidiary, approached PUMA with the aim to develop the special fabric applied over the metal chassis. Through this collaboration, Designworks spearheaded the design process for the ultramodern PUMA X-Cat concept shoe inspired by the revolutionary concept car with a seamless material outer shell.


Be prepared for another exciting PUMA Motorsport year. 2017 features highlights like the launch of the Ferrari EvoKnit, Lifestyle Evo and Against The Element collections such as brand new Replica collections for MERCEDES AMG PETRONAS, RED BULL RACING and Scuderia FERRARI.

PUMA’s Sportstyle Business exemplifies how we influence and shape culture and lifestyle through the lens of sports on our “Forever Faster” brand platform. Our heritage in sports serves as an inspiration to deliver innovative performance and sports-inspired products as well as classic silhouettes. With our innovative Sportstyle design approach we reach out to women and men alike who seek authentic style rooted in sports.

FENTY PUMA by Rihanna: Nothing Short of Fearless

After the highly anticipated presentation of her initial FENTY PUMA by Rihanna collection at the New York Fashion Week in spring 2016, international music and fashion icon Rihanna saw her collection hitting the stores worldwide in September. Mixing cultural influences with gothic overtones and exaggerated volumes and proportions, PUMA’s Creative Director challenged the traditional female and male silhouettes and blurred the lines between genders. Later in the year, Rihanna presented her Spring/Summer 2017 FENTY PUMA by Rihanna collection at the Paris Fashion Week. This second collection takes inspiration from 18th century France during the era of Louis XVI and fuses with a street style vibe.

PUMA x Careaux: Combining Cool and Classy

In August 2016, PUMA and Careaux teamed up to intensify the collaboration with the Dutch graphic designer, social media face and Sneakerhead Caroll Lynn. Objects in romantic, feminine illustrations on canvas, bring cool and classy styles to footwear and apparel and reflect her personality. Colourful and optimistic designs highlight her signature rose print called “The Dedication Flower”.

PUMA x TRAPSTAR: Embracing Underground Subculture

PUMA and Trapstar release the star within. Forged from underground subculture, this London-based lifestyle brand – and its founders, Mike, Lee and Will – takes its influence from iconic cinema, photography, music and contemporary art. Transcending the ethos of the brand through designs that follow true inspiration, Trapstar joined with PUMA SELECT in 2016 to remix their vision of streetwear with iconic silhouettes.

PUMA x STAPLE: Inspired by the Concrete Jungle of NYC

In September 2016, PUMA and New York-based imprint Staple returned with a new collaboration. The project found the two working on the iconic PUMA Suede and the BLAZE OF GLORY. The PUMA x 
STAPLE Suede boasts Staple’s iconic “Pigeon” colour scheme of grey, black and white, offered up in three iterations. On each pair, the heel has been “dipped” in the “Pigeon Pink” shade, while co-branding in turn takes over the tongue. The BLAZE OF GLORY then features a combination of all “Pigeon” colour schemes, done up in suede and mesh.

PUMA & Kylie Jenner: Bringing Classics Back to the Street

PUMA put the limelight on a young roster of tastemakers who make waves in the music and entertainment arena like style icon and social phenomenon Kylie Jenner, snap queen and director of vibes YesJulz, and hip hop’s catchiest duo, Rae Sremmurd. As a cool nod to the past, PUMA tapped legendary OG street photographer Jamel Shabazz to shoot the young influencers in their Suedes and streetwear garb in Brooklyn. Since its debut in 1968, the PUMA Suede has become a benchmark for footwear design and enjoyed an amazing run as cultural artefact, made famous by athletic greats like 60’s track star Tommie Smith and 70’s basketball legend Walt “Clyde” Frazier. This campaign and its ambassadors exemplify how we shape fresh, innovative styles with the rich heritage of our brand.

PUMA x Usain Bolt: Standing Out Through a Dynamic, Modern and Clean Design

In the summer of 2016, PUMA launched the new Usain Bolt Lifestyle collection, which took inspiration from the Jamaican Olympic Track & Field collection. PUMA increased the assortment, branded with the name of the fastest man alive, with Training, Accessories, Headwear and Footwear to match. We also used new materials, graphics and executions, creating a dynamic, modern and clean design language. The spirit of the Olympics and Usain Bolt’s unparalleled legacy create a powerful synergy.


PUMA x SESAME STREET: Trendy Kids Styles to Conquer the World

In January 2016, PUMA partnered with Sesame Workshop, the organisation behind Sesame Street, to introduce a kid’s collection inspired by the well-loved characters of the long-running show. The PUMA x SESAME STREET collection includes timeless footwear styles from the PUMA archive in mini versions coupled with designs featuring Sesame Street’s adorable set of characters. Completing the collection are accessories perfect for school days or play dates – backpack, play sack and water bottles.

PUMA x SUPERMAN: Kids Gain Superpowers

In February 2016, PUMA joined forces with Warner Bros. Consumer Products to create a kids collection inspired by one of the world’s most iconic superheroes, Superman. Since first capturing the attention of kids and adults across the globe in 1938, DC Comics’ Superman’s “S-Shield” has become one of the world’s most famous and striking symbols. For the hero-in-training, the PUMA x SUPERMAN collaboration includes classic footwear styles in mini versions, all of which are available in Superman’s suit colourways and feature the iconic “S-Shield” on the reverse. PUMA’s timeless silhouettes including the Suede, Carson Runner and Cabana Racer have all been given a heroic treatment.

PUMA’s strategy for licensing the PUMA brand focuses on building presence and awareness in product categories that are outside the scope of the company’s core areas of expertise, but that are complementary to PUMA’s
business. They add value to PUMA’s brand strength and appeal whilst offering desirable and compelling products to the end consumer.

Enhancing the PUMA Brand and Complementing PUMA’s Core Product Ranges

PUMA grants the rights for eyewear, watches, safety boots and personal care products to specialist, market-leading third-party companies. These companies then design, develop, manufacture and distribute products bearing the PUMA trademarks and logos in line with PUMA’s brand positioning and target the PUMA consumer.

PUMA Fragrances by L’Oréal

In September 2016, L’Oréal, PUMA’s license partner in the personal care category, launched the first PUMA Fragrances products. The range features six deodorant body sprays targeting millennial consumers. The product range was initially launched in France prior to the international roll-out and was supported by a significant marketing campaign across media including TV, social media and digital platforms. The first campaign featured Usain Bolt and Antoine Griezmann as brand ambassadors for PUMA Fragrances.

PUMA Eyewear by Kering Eyewear

Since July 2015, PUMA has partnered with Kering Eyewear for the essential category of sunglasses and optical frames. In 2016, this led to the launch of a range of performance, sportstyle, active and kids’ sunglasses, which was complemented by a range of optical frames shortly afterwards. With distribution in optical specialist stores and distributors in over 65 countries, Kering Eyewear launches two seasonal collections per year. The eyewear design fully embodies the unmistakable identity of the brand. It showcases iconic patterns, colours and materials from highly recognized sportstyle products like the PUMA Suede.

PUMA Watches by MYWA

PUMA watches are designed, developed and distributed by PUMA’s longstanding partner MYWA, with a wide range of products and distribution in over 50 countries.

PUMA Safety Footwear by ISM

Since 2002, ISM, an established German manufacturer and distributor of safe-ty shoes, has been PUMA’s partner for PUMA SAFETY shoes. 2016 saw the introduction of the new SAFETY KNIT™ inspired by the PUMA evoKNIT. In addition, ISM launched the next generation of the REBOUND line which offers optimised cushioning capacity and comfort to reduce physical fatigue to the wearer. With an extensive product line, ISM distributes PUMA Safety Footwear in more than 35 countries.

PUMA’s Accessories Business Unit complements the other assortments with a strong and varied accessories’ collection covering Sportstyle Core, Prime & Select, Running & Training and Motorsport in all distribution channels.  We aim to be unique and innovative in all the categories we play in, delivering a strong desirable standalone bag and headwear offer. Our comprehensive and tiered “back to school” offer is highly competitive in terms of features and price, and is therefore one of our main business drivers.

Rihanna Drives a New & Unique Style Era

Our key focus in 2016 was to develop our female business with products specifically developed for women, which were showcased by our female assets. Our design-led approach towards the FENTY PUMA by Rihanna collection is one of our greatest successes.

Driving Performance Innovation

For the Running & Training segment we have created innovative performance products such as the DuoCELL visor in head wear or the evoKNIT technology in small accessories to answer the needs of our target consumers. With headwear being a crucial category to drive brand visibility and exposure, we offer a wide range of performance and sportstyle caps and beanies.