The School of Fashion and Textiles (SFT) at PolyU has recently partnered with PUMA, a globally renowned leader in SportLifestyle footwear, apparel, and accessories, to launch the “PolyU SFT x PUMA Case Competition in Sustainability”. This initiative aimed to address the pressing challenges within the fashion industry, using PUMA – a pioneering sustainable sportswear brand – as a case study to explore consumer behaviors toward sustainable fashion.
Students from the MA in Sustainable Fashion and Innovation (MASFI) programme were invited to participate in the competition, with cash prizes sponsored by the ESG Research and Sustainable Fashion Hub of SFT. After two rounds of progress report assessments, four out of eight participating teams advanced to the finals. These teams engaged in extensive research, collecting and analyzing primary data through surveys and interviews, and incorporating secondary data from industry reports and academic literature. Based on their findings, the finalists developed strategic recommendations aligned with PUMA’s sustainability objectives, which they presented on 31 March 2025.
The panel of judges for the final presentation included:
– Mr. Bernd Sauer, Senior Director, Accessories & Technical Development Apparel, PUMA
– Dr. Hauling Chan, Assistant Professor, School of Fashion and Textiles, The Hong Kong Polytechnic University
– Dr. Magnum Lam, Assistant Professor, School of Fashion and Textiles, The Hong Kong Polytechnic University
From the competing teams, research findings revealed a significant trend among consumers: while they showed strong support for sustainability initiatives, many prioritized price and were unwilling to pay a premium for eco-friendly products. This poses a critical challenge for brands, highlighting the need to craft a distinctive identity for their sustainable offerings. By delivering clear and comprehensive information about the benefits and impact of their sustainable products, brands can build trust and awareness, ultimately motivating consumers to make more environmentally conscious choices.
In response to these findings, the champion team proposed a compelling idea: systematically integrating circularity services with transparent storytelling to help PUMA transform eco-conscious shoppers into loyal brand advocates. They highlighted how this strategy could simultaneously reduce environmental impact and drive profitability. Mr. Bernd Sauer expressed strong agreement with the team’s proposal, emphasizing its alignment with PUMA’s sustainability vision. He remarked, “PUMA has been very active in sustainability, with ambitious targets set for 2030. Our focus includes climate, human rights, and circularity”. Sharing some of his own daily green practices, he inspired attendees to take action and support sustainability efforts.
The winning teams of the competition were:
– Champion: Li Qiaowen & Zhong Xiaolin
– First Runner-up: Hu Jiamin & Lin Haimin
– Second Runner-up: Wang Mengyao, Wang Yixuan, Xia Yuxin & Yang Jingwei
Dr. Hauling Chan, the organizer of the competition, remarked, “This event offered students an exception opportunity to delve into sustainability research, focusing on data analysis to drive PUMA’s future growth. It aimed to spark student innovation, enhance practical problem-solving abilities, and bridge the gap between academic knowledge and real-world applications. By fostering these connections, it played a pivotal role in advancing students’ professional development and lifelong learning”.
