Hellojobs.puma.com/wp-content/themes/aboutPUMA_theme/... · perception of shopping at PUMA. ... Since setting the objective in 2002 of becoming the most desirable Sportlifestyle brand

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Inhalt

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Mission 5

Letter to Shareholders 7

Brand & Marketing 8Brand Strategy 9

Corporate Strategy 9

Marketing 11

Core Concepts 12Italia 13

mahanuala 15

Complete Running 17

Motorsport 19

Jamaica 21

nuala 23

S+arck 25

Retail 27

S.A.F.E. 29

Mission | Letter to Shareholders | Brand & Marketing | Core Concepts | Retail | S.A.F.E.

Brand“to be the most desirable Sportlifestyle brand”

Corporate“to be the first truly virtual sports company”


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Dear Fellow Shareholders,

The past twelve months have shown the sustainability of PUMA’smomentum. In the face of a continuously challenging economicenvironment, PUMA has proven that innovative products and aconsumer-centric approach are the ideal catalysts for drivingconsistent growth in less than ideal times. Throughout 2003 wewere able to exceed the aggressive goals that we set, as well asassure our longevity by bolstering investments in brand-fortifyinginitiatives and product lines that mirror PUMA’s unique DNA. Bytranslating our visions into a singular reality we have contributedto the definition of the Sportlifestyle industry.

PUMA’s identity in 2003 can best be defined by our two flagship marketing campaigns – Jamaica and Hello. Jamaicacommunicates PUMA’s multifaceted texture; a brand that is firmly rooted in Sportlifestyle, while paying homage to its strongsports roots. The ensuing product line embraces a spectrum thatspans sport to fashionable and male to female. It affirms thatalthough we constantly reinvent our product range, we have

remained true to our positioning. By contrast, “Hello,” resonatesconfidence and maturity and marks a coming of age for thebrand. It communicates that PUMA is playful and coy, youthfulbut not only for the young. It captures intimacy and respects theconsumer by communicating subtly. Contrasted with Jamaica’sboisterous parties we see that PUMA, at home on every foot, backand head, is truly the brand that inspires each to be his own.

Within the coming months PUMA will continue to evolve. Not onlywill the European Soccer Championships in Portugal and theOlympics in Athens showcase the bandwidth of our brand and thetalent of our athletes, but our recently announced partnershipswith BMW Williams and Renault will be a high-octane push thatunderscores our brand’s philosophy of mixing it up.

In time for the start of the spring athletic season, and to reaffirmour commitment to professional sports, we are launching duoCell,a follow-up to the Cell technology cushioning system. Finally, asa lasting and continuing statement, and in addition to openingnumerous sports boutiques in the last year, stores in key marketswill be revitalized and will mirror PUMA’s unique feel through amyriad of details that will fundamentally alter our consumer perception of shopping at PUMA.

Credit for PUMA’s achievements goes to each of our TeamMembers. Their wholehearted efforts throughout the year gavetraction to our operations, and paved the way for our continuedsuccess. Combined with the ongoing support of our customers,partners and shareholders I am certain that we are well preparedto extend PUMA’s history of excellence into 2004.

Best regards,

Jochen ZeitzChairman & Chief Executive Officer

Brand Strategy

Since setting the objective in 2002 of becoming the most desirable Sportlifestyle brand in the world, PUMA has consistently focused onbuilding its brand through quality distribution. The elements of strict distribution, innovative products and a strong dedication to ourunderlying sports heritage are fused into every item bearing the PUMA logo. Together with innovative marketing campaigns that speaksubtly rather than shout, and a tightly monitored licensing program PUMA will continue its strategy of becoming the most desirableSportlifestyle brand.

Corporate Strategy

PUMA’s industry is one that does not pause. As a result of orienting our product and marketing initiatives towards PUMA’s missionstatement we have established Sportlifestyle as a unique, lasting and trend-setting concept in the marketplace. The current Phase IIIof our long-term development plan focuses on ensuing PUMA’s longevity and establishing a strong basis for sustained growth. By notreaping short-term gains at the expense of long-term growth potential, PUMA continues to position itself as the leading brand in theSportlifestyle segment.

Regarded as the first truly virtual sports company, PUMA’s corporate structure facilitates growth and rapid adoption of best practices.Our strategically placed decentralized hubs have allowed us to create competency centers close to areas where actions are carried out.United with a strong investment in IT systems, we are driving down development and lead-times in order to better service our targetconsumer needs.


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Marketing

In 2003 PUMA’s global advertising campaigns aimed at communicating a singular and unique message to our consumer base. Consistentwith the nature of our products, the images placed emphasis on subtle humor and light discourse. Center stage in the second half of2003, was PUMA’s “Hello” campaign that strived to solidify the brand’s personality to a growing consumer audience. The series, shot byfamed photographer Jürgen Teller, captures the subjects at innocent and unguarded moments that highlight the playful exuberance of everyday life. By sharing an intimate and candid moment, PUMA applauds self-discovery and conveys a simple message without using overt advertising tactics as a means of overpowering the audience. The soft product focus, and “Hello” tagline aim to nurture anemotional bond through the use of fun and light-hearted imagery and to establish PUMA’s openness as a brand.

In contrast, by marrying the elements of sport and fun, PUMA’s 4some concept exemplified the company’s devotion to its strong sportheritage. Held in six key cities across Europe, with a growing roster expected for 2004, 4some is a four-woman team based competitioninvolving running, swimming, cycling, and football. Communicated as a time to have fun, learn and compete, 4some targeted the recreational female athlete who regards physical health as only one element of well being.

Launched in June of 2003, PUMA’s football advertising campaign, “My PUMAs,” features some of the sports most recognized names in a series of TV and print ads that aim to commutate the powerful bond that is formed between an athlete and their PUMA shoes. Theads are true to PUMA’s underlying philosophy of mixing it up, by contrasting professional athletes with sport inspired lifestyle product.In celebration of the Women’s World Cup, and in continuation of the soccer and Far East themes that began with the Cellerator Shudohrange, PUMA developed Shudoh Tang, a limited-edition Sportslifestyle shoe. The shoe, limited to 888 pairs sold out within hours andprovided incredible brand exposure through a stable of the world’s best and most charismatic female players who wore the shoe duringthe tournament.

Our partnership with the Jamaican Athletics Association continues and welcomed 2003 with a flying start via a massive brand campaignfeaturing Jamaica’s unique blend of sport and lifestyle. From humorous print and TV spots, to a brilliant debut in Paris at the IAAF WorldChampionships we showed the world yet another unique PUMA approach to sport. Through global coverage and a strong televisionplatform our campaigns have continued to turn heads and provide a unique dimension to our brand’s identity.


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Italia

Sport. Lifestyle. Fashion finesse. These qualities are not only exemplified by the Azzurri, but are also shared by the PUMA brand. Thefirst full year of our partnership with the Italian Football Federation laid the foundation for big things to come in 2004. The team qualifiedfor the European Championships, and we kicked off a collaboration with renowned designer Neil Barrett on a collection of Italia-themedproducts.

Encompassing more than just on-the-field sporting goods, PUMA’s partnership with Gli Azzurri and Barrett draws inspiration from the fact that Italy personifies elegance and flair. As such, the collection mirrors Italian style by establishing items appropriate for thedivergent lifestyles of its fans. Above all, Italia builds upon its predecessors – Cameroon and Jamaica – delivering yet another creativepunch by establishing the first relationship of its kind, in which a single brand successfully meets the differing needs of on and off the pitch attire.


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mahanuala

Created specifically for the physical practice of Yoga and other mind-body sports, mahanuala offers an accessible alternative to PUMA’snuala line. Designed in cooperation with Christy Turlington, mahanuala encompasses a complete collection of apparel, footwear andaccessories that are crafted from performance and natural fabrics. The collection, viewed as “clothes to move in”, embodies the yogalifestyle by providing users with flexibility and comfort in a product that retains a feminine and refined touch.


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Complete Running

PUMA’s Complete Series is the latest chapter in the company’s long history of making high performance running products for the serious athlete. Featuring PUMA’s innovative Cell Technology, which simultaneously provides cushioning and support, the CompleteSeries meets the needs of every runner, from the novice to the Olympic champion. In 2004, the launch of duoCell, which builds uponthe concepts of Cell technology, will ensure that PUMA remains at the leading edge of running performance.

At the focal point of the 2003 athletics year - the IAAF World Championships in Paris - Complete products were instrumental at bringingvictory to Jamaica’s athletic team. A top finish was also captured in the 3000-meter steeplechase, and later in the year at the IAAF WorldHalf Marathon Championships. Tanzania won the team ranking by placing 3 athletes among the top 5 finishers. Additionally, productwas showcased at all the major marathons from New York to London, Boston, Berlin and Paris.


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PUMA Motorsport

Delving deeper into the world of professional motorsport, PUMA has solidified its position as a leader in this dynamic field. Throughoutthe year we enlarged our range of partnerships to encompass not only BMW Williams and Mild Seven Renault in F1, but also Ford TeamRS in Rally Racing and AMG-Mercedes in the DTM German Touring Championships. These additions, coupled with Travis Pastrana inMotocross, span F1, Rally Racing and Touring Car, broaden the spectrum of disciplines that PUMA competes in and have helped thebrand establish credibility and leadership in both the professional and lifestyle motorsport markets.

Success in the motorsport arena was not limited to our lifestyle collections but also showed substantial spillover onto the racetracks and rally courses. Sauber Petronas, Jordan and Ford Team RS enjoyed podium finishes and provided excellent brand exposure as teamsand crews are outfitted with PUMA product. Especially in the field of motorsport the past twelve months have shown that PUMA’s commitment to alternative sports and mixing the influences of sport and fashion have been pivotal in developing new lines of business.


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Jamaica

Our partnership with the Jamaican Athletics Association got off to a flying start in 2003 when PUMA launched a massive brand campaignfeaturing Jamaica’s unique blend of sport and lifestyle. From humorous print and TV spots, to a grass-roots “assault” on Paris at theIAAF World Championships that culminated in a wild reggae party attended by over 4,000 athletics fans, we showed the world yetanother unique PUMA approach to sport. With the Summer Olympics on the calendar for 2004, showcasing Jamaica’s legendary relayteams, the Jamaica story is just getting warmed up.

Realizing that Jamaica’s potential lies in the young generation, PUMA’s partnership with the Athletic Association reaches beyond the athletes du jour. PUMA has committed itself to help develop talent in those with a passion for athletic endeavours. To that end, we area proud sponsor of the Jamaican Development Program, which provides underprivileged, promising athletes with footwear, equipment,training and other assistance, allowing them to reach their fullest athletic potential.


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nuala

Now in its eighth season, nuala continues to exemplify PUMA’s trademark fusion of fashion and sport. Inspired by the yoga lifestyle,nuala’s designs are timeless, yet modern, and focus on achieving the ultimate synergy between comfort and function. The collectionembodies a subtle sophistication that offers flexibility and freedom from traditional clothing constraints, while incorporating only the best materials and craftsmanship. Viewed as clothes to live in, nuala caters to the active woman and marks a continuation of the long-standing partnership between Christy Turlington and PUMA.


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S+arck

Set to reach stores in autumn 2004, PUMA’s most recent collaborative partnership with world-renowned designer Philippe Starck exploresnew design directions, while incorporating Starck’s minimalist design hallmark. By drawing on Starck’s talent, the partnership bringstogether unapparent personalities to create products that are strikingly modern, yet refreshingly simple. The collaborative collection willbe available through exclusive, high-end retailers starting in the autumn of 2004.


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Retail

PUMA’s international retail expansion was accelerated in 2003 with the addition of 11 concept stores in key metropolitan areas.Combined with 16 existing locations, these openings will allow the brand to become more deeply rooted in our consumer’s lives and willplace us well ahead of our goal announced at the start of our Phase III brand development strategy of having 40 sports boutiques inoperation by the end of 2006.

Via the continuation of our retail initiative and opening of additional stores PUMA has taken a decisive step forward in the developmentof our brand. Acting as both a laboratory for detecting consumer sentiment as well as an established lifestyle resource, PUMA boutiquesoffer us an unparalleled opportunity to showcase the brand as we see fit. Most importantly, our boutiques provide us with an ideal settingfor offering the hallmark Sportlifestyle collection in its entirety.

Looking forward, PUMA’s retail strategy acknowledges that consumers have a myriad of options when it comes to shopping, as such weare strengthening our commitment to animating the experience and making PUMA stores a destination in themselves. A refitting of selectstores with interactive displays, groundbreaking concepts, and even our namesake will redefine what it means to shop.


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S.A.F.E.

Recently updated, PUMA’s 2003 Perspectives report focuses on the company’s continued commitment to sound and ethicalenvironmental practices. Expanding on its predecessor, Perspectives highlights the manner in which corporate activities are founded onthe belief that PUMA, as an international player in the sporting goods industry, embraces its responsibilities to establish equitable standards, sustainable practices and most importantly improve the well being of all stakeholders.

Realizing that working towards a common goal in an ongoing process that requires the assistance of vested partners, PUMA prides itselfon the far reaching actions which the SAFE (Social Accountability and Fundamental Environmental Standards) practices aim to achieve.Throughout 2003, PUMA’s SAFE team conducted 381 supplier audits. Coupled with an active dialogue the audits create a platform thatallows suppliers to implement best practices and improve their environmental and social management systems. As such, PUMA’s functionresembles one of consultant rather than watchdog in which symbiotic changes are proposed and implemented. Only as a last resort,and after extensive dialogue, are relationships with suppliers severed.

The SAFE team’s responsibilities extend beyond auditing. A company first, PUMA hosted an international, multi-stakeholder conferencein November 2003 aimed at promoting a broad dialogue on issues facing multinational companies in the sporting goods industry. Guestsat the vent included politicians, union leaders, employee representatives, members of NGOs and leaders from industry associations, aswell as representatives from the European Business Ethics Union. Positive reverberations from this event have prompted a second similarmeeting aimed at delving further into applicable topics.

As a testament to our dedication to the field of social and environmental responsibility PUMA is proud to have been added to theKemper/SNS “Smaller Europe SRI (Social Responsibility Investment) Index.” As of October 2003, the index audited approximately 1,700companies for compliance to the above named values and accepted only 69 into its ranks.

Commencing at the beginning of 2004, PUMA has joined the Fair Labor Association (FLA). The FLA is an organization dedicated to theimprovement of working conditions worldwide. In establishing this partnership PUMA has freely and willingly opened itself up to externalmonitoring by independent and FLA accredited institutes. This step marks a quantum leap in establishing transparency and accountabilitywith regard to our operations.

At PUMA we strongly believe that our financial success is hinged on our ability to contribute positively to the environment in which weoperate. By investing in our relationships and surroundings we are paving the way for long-term growth. As we have demonstrated inthe past our goal of becoming the most desirable sporlifestyle brand in the world is not governed exclusively by financial considerations.


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Hellojobs.puma.com/wp-content/themes/aboutPUMA_theme/... · perception of shopping at PUMA. ... Since setting the objective in 2002 of becoming the most desirable Sportlifestyle brand