Is PUMA Woke?
45/100 — Woke
US
Score Summary
Scored 45/100 (woke). ESG reporting: 10 — extensive "FOREVER. BETTER." sustainability strategy with 10FOR25 targets, full annual sustainability reporting mapped to UN Sustainable Development Goals. DEI programs: 10 — company states DEI "remains firmly embedded in our culture"; raised its management board to 50% women and became a signatory of the UN Women Empowerment Principles. Pride sponsorships: 25 — launched a PUMA Pride collection and sponsors Christopher Street Day in Nuremberg. HRC CEI: 0 — as a German-headquartered company, not rated in the Corporate Equality Index. Political contributions: 0 — no US corporate PAC giving. CEO Action signatory: 0 — not a signatory to the US pledge. Note: PUMA did not appear to launch a Pride collection in 2026, and was named among ten major brands dialing back Pride marketing, though it publicly reaffirmed its DEI commitment rather than retreating from it.
Frequently Asked Questions
Is PUMA woke?
Based on our research, PUMA has a woke score of 45/100, rated Woke on the BuyWokeFree index — based on its ESG, DEI, Pride sponsorship, HRC Corporate Equality Index, political donations, and CEO Action record.
What is PUMA's woke score?
PUMA has a woke score of 45 out of 100, categorized as Woke. This score is based on analysis of ESG initiatives, DEI programs, PRIDE sponsorships, HRC Corporate Equality Index rating, political contributions, and CEO Action for Diversity participation.
How does BuyWokeFree rate PUMA?
BuyWokeFree rates PUMA across six research dimensions: ESG initiatives, DEI programs, PRIDE sponsorships, HRC Corporate Equality Index rating, political contributions to left-leaning causes, and CEO Action for Diversity participation. PUMA's overall woke score is 45/100.
Evidence & Sources
About
German athletic and lifestyle footwear and apparel brand, the third-largest sportswear company globally behind Nike and Adidas. Sells through its own stores, us.puma.com, and major US retail partners.