PUMA SE

Sector: Apparel and footwear Countries of operation: Sells to Canada, China, the US and over 117 more countries Key product categories: Casual lifestyle accessories, apparel and footwear Annual Metrics [caption id="attachment_151842" align="aligncenter" width="700"] Fiscal year ends on December 31
*Trailing twelve months ended March 31, 2022[/caption]   Summary Founded in 1948 and headquartered in Herzogenaurach, Germany, Puma is a manufacturer, designer and seller of casual lifestyle accessories, apparel and footwear. The company offers performance and sport-inspired lifestyle products and categories, including cricket, fitness, handball, golf, motorsports, rugby, running, soccer, training and volleyball. It also issues licenses to independent partners to design, develop, manufacture and sell watches, glasses and safety shoes, alongside gaming accessories such as the Playseat. The company sells its products through Puma retail stores and factory outlets, as well as through online stores. It offers its products primarily under the Puma and Cobra Golf brand names. Company Analysis Coresight Research insight: Despite operational and supply chain disruptions, demand for Puma’s products has been high for the fiscal year 2021, driving Puma’s strong sales growth. We believe that the company will continue to report strong sales growth in the near term, and maneuver through operational challenges by building on its brand momentum and operational flexibility.

Tailwinds	Headwinds
Consumer’s pivoting towards casual, comfortable apparel Consumer’s growing awareness of sustainability Consumers are increasingly looking for ways to express their individuality through how they dress	A challenging overall environment as the pandemic continues to disrupt operations and manufacturing velocity Pressure from competitors such as Adidas, NIKE and Skechers

Strategy In 2022, Puma will continue its focus on eight strategic priorities: 1. Drive brand heat

• Sign some of the best athletes and teams in the world to give Puma credibility as a sports brand, staying true to its roots in performance

2. Innovate in products

• Continue to leverage technologies to create products that resonate with consumers

3. Become a leading brand for women worldwide

• Focus on women’s product innovation and collaboration with female brand ambassadors such as Dua Lipa

4. Maintain itself as a credible brand in basketball

• Stay relevant as a basketball brand, especially in the North American market

5. Strengthen distribution and logistics network

• Build new logistics centers and increase the capacities of existing distribution and logistics centers

6. Strengthen local relevance and local decision-making

• Give local management the tools to react quick rapidly to changes in the market they know best

7. Build more sustainable practices

• Ensure that nine out of ten Puma products are made with more sustainable materials by 2025

8. Strengthen organization

• Create necessary roles (such as the new role of Chief Commercial Officer) within the Board of Management

Revenue Breakdown (FY21) [caption id="attachment_148708" align="aligncenter" width="700"] Source: Company reports[/caption]   Company Developments

Date	Development
June 10, 2022	Puma and Lauren London (an American actress) collaboratively launch a collection that features unisex hoodies, long sleeves and kids’ tees.
June 9, 2022	Puma and United Legwear & Apparel Co. (ULAC) announce that they are entering into a licensing agreement in North America for the production, sales, marketing and distribution of PUMA swimwear for men’s, women’s and kids.
June 7, 2022	Puma launches shopping app in India.
June 9, 2022	Puma and Porsche launch a sneaker collaboration, limited to only 500 pairs.
May 25, 2022	Puma and Dunkin’ launch a sneaker collaboration to celebrate Iced Coffee Day.
May 13, 2022	Puma presents the Future 1.3 Lazertouch sneakers, combining a super-soft, premium black leather (FUTURE 1.3) with exclusive, cutting-edge Lazertouch technology to enhance both touch and control.
April 26, 2022	Puma collaborates with Australian skate label Butter Goods to unveil a new collection inspired by the 90s ethos.
February 2, 2022	Puma launches new yoga collection made from recycled materials.
January 27, 2022	Puma announces a new collaboration with Minecraft, creating a 40-second video of the classic Puma Suede silhouette in the game.
December 8, 2021	Puma launches a new capsule collection in collaboration with Dua Lipa.
November 4, 2021	Puma officially opens its new North America headquarters at Assembly Row in Somerville, Massachusetts.

  Management Team

• Bjørn Gulden—Chief Executive Officer
• Jean-François Palus—Chairman
• Hubert Hinterseher—Chief Financial Officer

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Source: Company reports