Original Brand Merchandise
Case Study

Proving sustainability through transparency

PUMA, the global active and sportswear brand, has a clear, strong and comprehensive commitment to sustainability.

As well as apparel and accessories, the company recognized that in-store consumables, such as bags and clothes hangers, were an opportunity to progress towards their science-based targets and positive climate change impact.

Brandon collaborates with PUMA to develop in-store materials, showing transparency across the supply chain, to prove the sustainable benefits of our work together.

What was the challenge?

PUMA is committed to achieving their “10FOR25” sustainability targets.

This list of targets includes commitments on topics such as climate, human rights, fair income, products and circularity.

Brandon must contribute towards PUMA achieving these goals through improvements to in-store materials that reduce climate impact. For instance, PUMA set strict limits on the supply of unsustainable products such as plastic bags.

PUMA is vigilant to avoid any perception of greenwashing. All products must be signed off from the company’s in-house sustainability department, who require transparency throughout the supply chain. Products must also be tested and approved by reputable sustainability authorities such as EcoVadis and the Forest Stewardship Council (FSC).

Finally, several challenges stem from the fact PUMA is a highly successful, multi-national company. Brandon had to identify and source from factories that could cope with extremely large order volumes, for example, the 25–30 million sustainable paper bags manufactured each year. And, with 600 stores in more than 120 countries, maintaining brand consistency across the entire PUMA retail network was high on the agenda.

How we contribute to PUMA’s sustainability targets

Brandon redesigned and resourced PUMA’s in-store consumables with recycled materials. The consumables themselves are recyclable too.

This has contributed to PUMA’s circularity target, and in addition, our solutions support their targets within Plastic & Oceans, Chemicals, and Climate among others.

Sustainable changes to PUMA’s in-store consumables include:

How we successfully replaced plastic with paper

Thanks to Brandon’s own global supply chain network, we have been able to meet PUMA’s global needs and supply PUMA and their partner stores around the world.

Not only has this ensured brand consistency, but we have also been able to enforce strict limits on the supply of unsustainable materials, by monitoring orders and refusing to supply customers once pre-defined thresholds are met.

This approach has allowed us to phase out the use of plastic for paper over time. In January 2022, the final delivery of plastic carry bags for use in PUMA stores was shipped. From now on, it will only be 100% recycled, FSC-certified paper carry bags for PUMA customers.

How we made sustainability commercially viable

Brandon consolidated production to a limited number of factories to keep costs down.

We made other financial and environmental savings by carefully sourcing paper and automating production. We work closely with our supplier network to make production more efficient. One example was the redesign of bag handles, so a new machine with greater production capacity could be used.

We don’t just claim sustainability – we prove it

PUMA expects transparency throughout their supply chain.

To avoid accusations of greenwashing from climate watchdogs and other authorities, Brandon must prove that sustainable claims can be trusted as fact. We achieve this with the following processes, documents and certifications:

What was the outcome?

Today, wherever you are in the world, when you walk into a PUMA store you will see the same paper bags and recycled plastic hangers.

Our global network combined with a centralized, monitored ordering system has enabled us to control the supply and use of PUMA’s in-store consumables to achieve brand consistency.

And as well as protect the PUMA brand, we have also helped PUMA to protect the planet. We reduced CO2 emissions to help PUMA meet their climate targets and, every year, save hundreds of tons of virgin materials by manufacturing products with recycled material:

Up to
of virgin plastic saved annually
Up to
of virgin wood saved annually

In general, recycled paper is not as durable as plastic, so the development phase was quite a challenge, and I am super happy we are finally able to offer such a high-quality bag. We also had to ensure the relevant documents were in place to prove full traceability throughout the production supply chain of the material and its recycled content.

Martina Lagler
Senior Teamhead Global Retail Business Development
Paper Carry Bag
Carry bags in PUMA stores across the world are now made from at least 98% recycled FSC certified paper – saving 789 tons of virgin wood every year
Reusable Bag
We have developed a new reusable and climate-friendly PUMA bag which is 100% natural, recycled and dye-free cotton
In-store Shopping Bag
In-store shopping bag made from recycled PET bottles saves 5.3 tons of plastic each year
100% recycled polystyrene hangers save 193 tons of virgin plastic each year

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