This study explores consumer perceptions and strategic opportunities within the sustainable sports footwear market, with a focus on PUMA’s positioning relative to Adidas. Quantitative analysis reveals gaps in brand familiarity, purchase intention, and emotional connection, highlighting areas where PUMA trails behind. However, when sustainability narratives are introduced, PUMA demonstrates potential to reshape brand perception — nearly doubling positive sentiment and increasing purchase willingness among consumers. Despite growing eco-awareness, key challenges persist: product durability concerns, limited post-wash performance, and low visibility of sustainability efforts. To address these, the report proposes a dual-strategy approach combining a circular service ecosystem (including repairs, take-back programs, and eco-friendly cleaning solutions) with data-driven storytelling across social platforms. The business model innovation — centered on the value proposition “Trends May Fade, But Durability Stays” — targets Gen Z and Millennials and leverages hybrid engagement channels to drive loyalty and differentiation. Ultimately, this strategy positions PUMA as a category leader in sustainable footwear innovation, delivering both environmental impact and long-term brand equity growth.
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