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PUMA steps-up visibility game with sustainability report podcast

Chloe Burney
01 June 2023

Sports giant PUMA has set a new industry standard with the first-ever podcast series dedicated to making its 2022 Sustainability Report more accessible, to “reach a wider and younger audience”.

The RE:GEN REPORTS podcast is made up of 10 episodes, which feature next-generation thinkers from across the globe. The first three episodes are available on all major podcast platforms as of today, 1 June. The remaining seven episodes will be released weekly from June 8 until July 20.

The new podcast, as well as the 'Voices of a RE:GENERATION' project, was inspired by feedback PUMA received at last year’s Conference of the People. Here, the company organised discussions around finding solutions for some of the fashion industry’s most pressing sustainability challenges.

Anne-Laure Descours, Chief Sourcing Officer at PUMA, commented: "We believe in collaboration, when it comes to sustainability, whether it is NGOs, brands or consumers, especially young people, who will have to live with the decisions made today.

"During last year’s Conference of the People, we saw that we needed to do more to reach out to younger generations when we talk about sustainability. A sustainability report as a podcast has never been done before in our industry, but we believe it is an important step to connect with GEN-Z audiences and open up these important conversations."

Each episode of RE:GEN REPORTS will discuss one of PUMA’s 10for25 sustainability targets. This includes pressing topics from human rights to sustainable material sourcing.

The first episode surrounds the topic of Human Rights, aligning with PUMA’s target to train 100,000 direct and indirect staff on women’s empowerment. In the recording, Anya Dillard, US-based award-winning activist, model, and social entrepreneur, speaks to Viola Wan, PUMA’s Teamhead of Social Sustainability. The episode is followed by the ‘Chemicals’ and ‘Circularity’ segments.

According to the company, "collaboration across the industry is key to unlocking sustainable progress". Therefore, troughout the podcast series, PUMA will feature representatives from across a wide range of categories, including industry bodies, businesses and NGOs.

This news follows the launch of PUMA’s project coined 'Voices of a RE:GENERATION'. The project kicked off in April, which saw the sportswear brand collaborate with four environmentalist ‘voices’ from across Europe and the US during a year-long period.

The four 'Voices of a RE:GENERATION' continue to work with Puma to translate sustainability in a way that engages the next generation, in addition to discovering ways for the brand to improve its current practices.

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