FROM SUSTAINABILITY TO GO WILD

When PUMA first approached us in 2020, the brief was focused: make sustainability relevant to a new generation. PUMA was leading in performance but needed to translate its long-term sustainability work into something people could connect with. The objective was to turn progress into participation and build credibility with younger audiences. As the relationship evolved, so did the ambition, expanding from communicating purpose to building a global positioning that united performance, style and culture while deepening emotional connection with consumers.

Over six years, this partnership has built measurable growth and long-term brand strength. FOREVER.BETTER. has reached more than 11 billion people worldwide, with PUMA named the most sustainable brand in fashion by Business of Fashion and ranked first in its sector by TIME and Statista. The brand has seen significant uplifts in Gen Z purchasing, sustainability-driven sales intent and overall revenue, alongside its strongest financial performance to date. The toolkits, frameworks and creator partnerships we developed are now used across 46 markets worldwide.