Sportswear brand PUMA has announced plans to invite young environmentalists to assist in the development and implementation of its sustainability strategy.
As part of the project, “Voices of a RE:GENERATION”, PUMA is inviting four young environmentalists from Europe and the US to collaborate on its sustainability strategy over a year-long period.
PUMA says it will work with the four environmentalists to ensure its strategy engages with the next generation and drives greater sustainability practices.
Throughout 2023, the environmentalists will meet with Anne-Laure Descours, PUMA’s Chief Sourcing Officer, and PUMA’s Sustainability team to “collaborate and present their honest views”.
The sports brand says work will take on an “honest and candid” consultancy format, with the environmentalists sharing their perspectives and insights and identifying areas where the brand can improve.
We recognise the need for change, and we’re committed to making sustainability more accessible and transparent to everyone.
Speaking on the new initiative Anne-Laure Descours, Chief Sourcing Officer at PUMA, said: “We’ve 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 isn’t always easily understood by the next generation.
“We recognise the need for change, and we’re committed to making sustainability more accessible and transparent to everyone. Voices of a RE:GENERATION is our first step in improving this.”
The young environmentalists taking part in the initiative are UK-based documentarian and co-founder of Earthrise Studio Alice Aedy, US-based upcycler Andrew Burgess, Germany-based sustainable and healthy living vlogger Luke Jaque-Rodney and France-based visual artist and creative consultant Jade Roche.
Sustainability is highly unglamorous, technical but urgent work with impacts for both people and planet.
Aedy commented: “Sustainability is highly unglamorous, technical but urgent work with impacts for both people and planet. It’s undeniably a hugely complex topic.
“It’s deeper than just materials or emissions; it’s about the people and processes that strive behind the scenes to realise a brand’s efforts to be more sustainable and it’s also about how the brand, like PUMA, is communicating that with authenticity.”