HERZOGENAURACH, Germany--(BUSINESS WIRE)--Jun 4, 2025--
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The Voices, who joined PUMA in 2023 to advise the company on its sustainability strategy, will summarize the complex content of the report and focus on the issues that matter most to young audiences, including climate change and circularity. In doing so, they offer fresh takes on PUMA’s environmental priorities, while reflecting the concerns and expectations of Gen-Z.
“As a brand, we know that publishing sustainability data isn’t enough. Today’s consumers want clarity, action and accountability and they want it communicated in ways that resonate,” said Kerstin Neuber, Senior Director Corporate Communications at PUMA. “The Voices will help us share our challenges and achievements in a way that’s accessible, honest and rooted in the issues young people want to know more about.”
In its 2024 sustainability report, PUMA details the tangible process it’s making to lower its carbon footprint across both its own operations and supply chain. This includes setting science-based targets, increasing renewable energy use and working closely with suppliers to drive measurable reductions. The brand is also stepping up its approach to circularity. In 2024, it reduced waste to landfill by 87.8% per footwear pair and diverted 99% of fabric waste from landfill, with the majority reused or recycled.
To address material choices, PUMA has committed to sourcing deforestation-free bovine leather by 2030 and is partnering with the Textile Exchange and cattle farmers in Brazil to support both animal welfare and protect critical forest ecosystems that store vast amounts of carbon. It’s also expanding initiatives like RE:FIBRE, the brand’s textile-to-textile recycling programme, to cut reliance on virgin polyester and lower the environmental footprint of its products and packaging.
PUMA achieved its goal of making 9 out of 10 products from recycled or certified materials and made further progress with its sustainability targets, such as lowering its greenhouse gas emissions. The full report, containing more than 200 pages, was published in late April.
As a result of its “Conference of the People” event in London in 2022, PUMA made it a priority to be more proactive in communicating its sustainability strategy to younger audiences. New research commissioned by PUMA shows that more than half (55%) of 18–27-year-old consumers globally believe brands aren’t being transparent enough about their environmental impact. Reducing carbon emissions is one of the top priorities for Gen-Z when it comes to responsible production, with one in four (25%) identifying it as a major concern.
More information about the Voices of a RE:GENERATION initiative can be found on PUMA's FOREVER. BETTER. website, and the individual Instagram channels of the Voices. Watch Aishwarya Sharma’s content here, Andrew Burgess’s content here, and Luke Jaque-Rodney’s content here.
PUMA
PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For more than 75 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach/Germany.
Sports company PUMA is making its 2024 sustainability report accessible for young audiences with the help of video and social media content created by the Gen-Z environmentalists that are part of the Voices of a RE:GENERATION initiative.
DUBAI, United Arab Emirates (AP) — U.S. President Donald Trump said Iran wants to negotiate with Washington after his threat to strike the Islamic Republic over its bloody crackdown on protesters, a move coming as activists said Monday the death toll in the nationwide demonstrations rose to at least 544.
Iran had no immediate reaction to the news, which came after the foreign minister of Oman — long an interlocutor between Washington and Tehran — traveled to Iran this weekend. It also remains unclear just what Iran could promise, particularly as Trump has set strict demands over its nuclear program and its ballistic missile arsenal, which Tehran insists is crucial for its national defense.
Meanwhile Monday, Iran called for pro-government demonstrators to head to the streets in support of the theocracy, a show of force after days of protests directly challenging the rule of 86-year-old Supreme Leader Ayatollah Ali Khamenei. Iranian state television aired chants from the crowd, who shouted “Death to America!” and “Death to Israel!”
Trump and his national security team have been weighing a range of potential responses against Iran including cyberattacks and direct strikes by the U.S. or Israel, according to two people familiar with internal White House discussions who were not authorized to comment publicly and spoke on condition of anonymity.
“The military is looking at it, and we’re looking at some very strong options,” Trump told reporters on Air Force One on Sunday night. Asked about Iran’s threats of retaliation, he said: “If they do that, we will hit them at levels that they’ve never been hit before.”
Trump said that his administration was in talks to set up a meeting with Tehran, but cautioned that he may have to act first as reports of the death toll in Iran mount and the government continues to arrest protesters.
“I think they’re tired of being beat up by the United States,” Trump said. “Iran wants to negotiate.”
He added: “The meeting is being set up, but we may have to act because of what’s happening before the meeting. But a meeting is being set up. Iran called, they want to negotiate.”
Iran through country's parliamentary speaker warned Sunday that the U.S. military and Israel would be “legitimate targets” if America uses force to protect demonstrators.
More than 10,600 people also have been detained over the two weeks of protests, said the U.S.-based Human Rights Activists News Agency, which has been accurate in previous unrest in recent years and gave the death toll. It relies on supporters in Iran crosschecking information. It said 496 of the dead were protesters and 48 were with security forces.
With the internet down in Iran and phone lines cut off, gauging the demonstrations from abroad has grown more difficult. The Associated Press has been unable to independently assess the toll. Iran’s government has not offered overall casualty figures.
Those abroad fear the information blackout is emboldening hard-liners within Iran’s security services to launch a bloody crackdown. Protesters flooded the streets in the country’s capital and its second-largest city on Saturday night into Sunday morning. Online videos purported to show more demonstrations Sunday night into Monday, with a Tehran official acknowledging them in state media.
In Tehran, a witness told the AP that the streets of the capital empty at the sunset call to prayers each night. By the Isha, or nighttime prayer, the streets are deserted.
Part of that stems from the fear of getting caught in the crackdown. Police sent the public a text message that warned: “Given the presence of terrorist groups and armed individuals in some gatherings last night and their plans to cause death, and the firm decision to not tolerate any appeasement and to deal decisively with the rioters, families are strongly advised to take care of their youth and teenagers.”
Another text, which claimed to come from the intelligence arm of the paramilitary Revolutionary Guard, also directly warned people not to take part in demonstrations.
“Dear parents, in view of the enemy’s plan to increase the level of naked violence and the decision to kill people, ... refrain from being on the streets and gathering in places involved in violence, and inform your children about the consequences of cooperating with terrorist mercenaries, which is an example of treason against the country,” the text warned.
The witness spoke to the AP on condition of anonymity due to the ongoing crackdown.
The demonstrations began Dec. 28 over the collapse of the Iranian rial currency, which trades at over 1.4 million to $1, as the country’s economy is squeezed by international sanctions in part levied over its nuclear program. The protests intensified and grew into calls directly challenging Iran’s theocracy.
Nikhinson reported from aboard Air Force One.
In this frame grab from video obtained by the AP outside Iran, a masked demonstrator holds a picture of Iran's Crown Prince Reza Pahlavi during a protest in Tehran, Iran, Friday, January. 9, 2026. (UGC via AP)
In this frame grab from footage circulating on social media from Iran shows protesters taking to the streets despite an intensifying crackdown as the Islamic Republic remains cut off from the rest of the world in Tehran, Iran, Friday, Jan. 9, 2026.(UGC via AP)
In this frame grab from footage circulating on social media from Iran showed protesters once again taking to the streets of Tehran despite an intensifying crackdown as the Islamic Republic remains cut off from the rest of the world in Tehran, Iran, Saturday Jan. 10, 2026. (UGC via AP)
