PUMA's ‘Voices of a RE:GENERATION’ Initiative Offers Young Changemakers a Voice in Shaping the Future of Sustainability

 PUMA empowers young voices by involving them through ‘Voices of a
RE:GENERATION’, building on the findings from ‘Conference of the People,
powered by PUMA'
 The project prioritises sustainability for the next generation, responding to
research indicating that young people want brands to make more
commitments, communicate goals better and be more transparent in the space

Cape Town, South Africa, April 17, 2023 – Sports company PUMA has announced a new
initiative that looks to evolve how the brand navigates it’s sustainability journey by including
the next generation’s perspectives and recommendations. The project, coined Voices of a
RE:GENERATION, will kick off with PUMA collaborating and giving a ‘seat at the table’ to
four, young, environmentalist ‘voices’ from across Europe and the US over a year-long
period.
Part of PUMA’s ongoing commitment to a Forever Better, the four Voices of a
RE:GENERATION will work with PUMA to translate sustainability in a way that makes sense
to and engages with the next generation, in addition to feeding into how the brand can drive
greater sustainability practices, in line with it’s 10 for 25 targets. Work will take on an honest
and candid consultancy format, with the voices sharing their perspectives and insights and
identifying areas where the brand can improve.
Making up PUMA’s Voices of a RE:GENERATION, will be:
 Alice Aedy - UK-based visual storyteller, documentarian and co-founder of Earthrise
Studio, an impact-driven media company focused on human stories from climate
frontlines.

 Andrew Burgess – US-based upcycler determined to change the way people
consume clothing and fashion through his own creations.
 Luke Jaque-Rodney – Germany-based sustainable and healthy living vlogger who
explores better ways to live sustainably.
 Jade Roche – France-based visual artist and creative consultant working with brands
to improve how they communicate.

PUMA’s Voices of a RE:GENERATION represents a continuation of the work PUMA started
in September 2022 with its ‘Conference of the People, powered by PUMA’ event in London.
The conference, which discussed solutions for some of the fashion industry’s most pressing
sustainability challenges with a special focus on Gen- Z, highlighted the need for brands to
improve transparency and conduct greater communication regarding sustainability.

The new initiative builds upon the brand’s commitment to ensuring PUMA’s sustainability
initiatives are digestible for everyone, particularly for the next generation, after research
conducted by PUMA found that 71% of young people felt their voices weren’t being heard
when it comes to the environment and would like to see brands making more commitments
(49%), communicating their goals better (40%) and being more transparent (34%).
Throughout 2023, PUMA’s Voices of a RE:GENERATION will meet with Anne-Laure
Descours, PUMA’s Chief Sourcing Officer, and PUMA’s Sustainability team to collaborate
and present their honest views. Working together, the partnership will explore actionable
ways that feedback can be implemented within PUMA’s business and sustainability strategy,
whilst also using the voices’ platforms to communicate PUMA’s efforts transparently and
authentically to the world.

Speaking on the new initiative Anne-Laure Descours, Chief Sourcing Officer at PUMA, said:
“We’ve always documented our progress in sustainable practices. However, our participation
in Conference of the People has shed light on the fact that the information we share isn’t
always easily understood by the next generation. We recognise the need for change, and
we're committed to making sustainability more accessible and transparent to everyone.
Voices of a RE:GENERATION is our first step in improving this.”
Alice Aedy, UK, comments: “Sustainability is highly unglamorous, technical but urgent work
with impacts for both people and planet. It’s undeniably a hugely complex topic. It’s deeper
than just materials or emissions; it’s about the people and processes that strive behind the
scenes to realise a brand’s efforts to be more sustainable and it’s also about how the brand,
like PUMA, is communicating that with authenticity”.

Andrew Burgess, USA, comments: “Sustainability can’t be one-sided. You can’t have one
brand calling the shots, especially when you have consumers worldwide interacting with your
products. I’m looking forward to delving deep into PUMA’s efforts and sharing my take on
how they can improve. It’s time our generation had a seat at the table”.
Luke Jaque-Rodney, Germany, comments: “We can all try our best to live and dress
sustainably, but ultimately, we’re at the mercy of the brands we buy our clothing from. We
know that one person can’t make a difference alone, but our voices are still powerful when
combined and communicated with the right people and the right brands, like PUMA. This is
very exciting”.

Jade Roche, France, comments: “It’s great to see a global brand like PUMA holding itself
more accountable for their sustainability and being willing and open to having these tough
conversations when it comes to how they’re doing and how they're planning. It’s also time
that we, in general, started discussing what sustainability really means; what does it take for
a brand to achieve greater sustainability on all aspects of it while being transparent, and
what does it look like for the next generation?”
Voices of a RE:GENERATION is just one step further in years of progress for PUMA. In
2022, the brand topped the Business of Fashion sustainability ranking, the platform on living
wage financials ranking, and the FTSE4Good ranking within its sectors. It was included in
the Corporate Knights global top 100 most sustainable companies ranking, maintained its
triple-A ranking with MSCI and its prime status with ISS; two leading sustainability rating
agencies. Reuters also ranked it as number two within its sector and, in S&P sustainability
benchmarking, PUMA outperformed all other sports brands for the first time since 2010.
PUMA’s Voices of a RE:GENERATION marks the beginning of a year-long initiative that
gathers insights and feedback on how to improve its efforts in communicating on
sustainability. Follow PUMA and its voices on social media to see their conversations with

PUMA come to life and encourage change. More information can be found at
https://about.puma.com/en/sustainability/voicesofregeneration

ENDS