Voices of a Re:Generation’, PUMA’s signature sustainable initiative

PUMA has moved to launch ‘Voices of a Re:Generation’, its latest initiative that features the vision of young environmentalists and further advances its efforts to achieve a more sustainable future.

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After the second collaboration with Spain‘s Palomo Spain, and its recent (and third) collaboration with designer Rhuigi Villaseñor, the German sports giant has once again put the spotlight on young talent with ‘Voices of a Re:Generation’. The project involves four young people from Europe and the United States who will join forces with the brand to translate sustainability into a language understandable to the next generation.

Sustainability at the core

According to PUMA in a statement, the environmentalists will share their views and identify areas of improvement for the brand. In addition, the four young people will use their knowledge to advise the firm on how to improve its sustainability practices, in line with its 10 goals for 2025. This represents PUMA‘s continued commitment to its ‘Forever Better’ commitment and follows on from the ‘Conference of the People, powered by PUMA’ event held in London in September 2022 to discuss solutions to the fashion industry’s most pressing sustainability challenges, with a particular focus on Generation Z.

“We have 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 is not always easily understandable to the next generation. We recognise the need for change and are committed to making sustainability more accessible and transparent to all,” said Anne-Laure Descours, PUMA’s sourcing director.

In short, a strategy that adds up to contemplating an uncertain (but sustainable) future and that positions the brand within the engine of change.