Puma
Can Puma Strike Gold Twice With Rihanna?
The first Fenty x Puma tie-up wrote the textbook for successful celebrity-brand collaborations. The pair will have to work harder to get the same reception in a market that’s now saturated with sneaker launches, and where elegance is elbowing out streetwear on the runway.
Puma’s Chief Sourcing Officer on Upgrading Brands' Sustainability Marketing
The sportswear brand’s chief sourcing officer discusses in The State of Fashion 2023 why mounting scrutiny of fashion’s “green” claims is good for the industry and what brands need to do to walk the talk on sustainability.
BoF Insights | Nike and Gucci Top Gen-Z’s Favourite Fashion Brands
As this generation’s spending power and appetite for fashion grows, BoF's research and analysis think tank looks at the most-revered brands among young fashion shoppers.
How Fashion Brands Are Navigating World Cup Controversies
The tournament is an unparalleled marketing opportunity, but host country Qatar faces allegations it mistreated migrant workers and LGBTQ+ citizens. Fashion has mostly stayed out of the discourse.
How to Tap India’s $15 Billion Diwali Shopping Opportunity
Fashion players are increasing their investment in merchandise and campaigns pegged to India’s biggest holiday after two years of muted celebrations.
Why Puma Is Showing at New York Fashion Week
The upcoming show, which is Puma’s first return to NYFW since its Fenty collaboration in 2017, will feature immersive virtual elements and two new sneakers designed for the digital world first.
How Do the Biggest Companies in Sportswear Score on Sustainability?
Puma tops The BoF Sustainability Index 2022, but Skechers, Fila Holdings and Anta Sports all rank in the assessment’s bottom five.
How Puma Became a Rare Wholesale Success Story
For years, the German sportswear maker lacked a distinct identity. But Puma has found success in multi-brand retail and has gained a foothold in markets where Nike and Adidas aren’t dominant.
What Vietnam’s Factory Closures Mean for Fashion
A severe outbreak of Covid-19′s Delta variant has prompted months-long factory closures that threaten the supply chains of companies like Nike and Adidas.
What’s Driving Activewear’s Endless Boom?
Sportswear companies are upgrading their outlooks for the year as consumers’ appetite for yoga pants and joggers shows no sign of letting up.