Puma Mission Statement, Vision Statement Analysis, and Core Values

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The Puma brand began as a German company called Gebrüder Dassler Schuhfabrik, which translates to Dassler Brothers Shoe Factory.

Rudolf and Adolf Dassler started their business in their hometown of Herzogenaurach. The two men began making shoes in their parent’s home in 1919, that was the beginning of Adidas's brand. As sales grew, they could move into a more traditional facility in 1924.

Puma became a brand in 1948 after the brothers had a falling out. Rudolf registered trademarks under the new name, and it would grow to become a successful international business. 

Puma’s Mission Statement Analysis

Puma's mission statement is “we aim high, and when we score our goals, we aim even higher.”

Puma follows a philosophy the brand describes as being “forever faster.”

This approach has the goal to help Puma become the fastest sports brand in the world today.

Several crucial observations are available in this mission statement.

  • “We aim high” is an indication that lofty goals are always part of the company’s leadership approach to management.
  • “When we score our goals,” speaks to a history of success. Puma has over 70 years of creating positive outcomes for athletes all over the world at every level of competition.
  • “We aim even higher” describes the fact that reaching a goal isn’t the end of the corporate story. There is always something new to accomplish to help the company grow.

Puma’s Vision Statement Analysis

Puma’s vision statement is to be “the most desirable and sustainable sports and lifestyle company in the world.”

A company must become a leader in their industry to produce highly desirable products. That means shareholders, employees, and customers must all strive to innovate through collaboration and feedback.

The sustainability portion of the vision statement involves social responsibility. Puma works with factories around the world that provide safe working conditions and fair wages.

Individuals and families who have a sports lifestyle focus on athletes, exercise, and conditioning daily. This statement infers that the quality of Puma products can stand up to these demands.

Then the brand states that it wants to be the best in the world in these areas. This final component of the vision statement links it to the mission of the company. Aiming high helps Puma find ways to avoid what it would consider an inferior result. 

Puma’s Core Values Analysis

Puma focuses on four core values: bravery, confidence, determination, and joy.

The company believes that these values help it to surpass expectations. It’s a structure that encourages each person working for the brand to use their knowledge and experience with athletics to establish corporate credibility.

When Puma stays focused on its core values, then it believes that the brand establishes a level of authenticity with its customers that its competition can’t achieve. That outcome leads to a greater appreciation for the sporting endeavors each person pursues.

“Whatever we do, we do with conviction,” Puma says. “We live to play the game, and we play with heart.”

Even if mistakes get made, the structure of the mission and vision statements allow Puma to push forward. Then the brand uses its core values to encourage its employees and customers to do the same.

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