1. 1 PUMAS PRODUCT LEVEL ENVIRONMENTAL PROFIT & LOSS ACCOUNT (EP&L) AND INCYCLE COLLECTION Innovation Case Study by Stefan Seidel, Team Head PUMA.Safe Ecology, PUMA

2. 2 Mission This is what drives us We want to be the most desirable and sustainable Sportlifestyle Company. We are committed to working in ways that contribute to a better world by supporting creativity, sustainability and peace and by staying true to the values of being fair, honest, positive and creative in decisions made and actions taken.

3. 3 Sustainability scorecard Our goals for 2015

4. 4 Corporate Sustainability E n v i r o n m e n t a l P r o f i t & L o s s A c c o u n t ( E P & L ) What would it cost, if nature sent us a bill? As the first company worldwide, PUMA has completed and published an economic valuation of the environmental impacts along its entire value chain. First step to reduce your environmental impact is to know your impact.

5. 5 Tier 1 Tier 3 Tier 4 Tier 2 Operations E P&L Which impacts along the value chain are covered?

6. 6 PUMA EP&L Results 2011 Impact vs. influence

7. 7 GUCCI · BOTTEGA VENETA · SAINT LAURENT · ALEXANDER McQUEEN BALENCIAGA · BRIONI · STELLA McCARTNEY · SERGIO ROSSI · BOUCHERON GIRARD-PERREGAUX · JEANRICHARD · QEELIN · CHRISTOPHER KANE PUMA · VOLCOM · COBRA · ELECTRIC · TRETORN Group-wide E P&L roll-out by 2016 Across all Kering brands

8. 8 Incycle products Fully recyclable or biodegradable product series launched in 2013

9. 9 Incycle products Cradle to Cradle philosophy

10. 10 Incycle products Cradle to Cradle philosophy

11. 11 Incycle products

12. 12 Incycle products

13. 13 ARE INCYCLE- PRODUCTS REALLY MORE SUSTAINABLE?

14. 14 The Product level E P&L extends our unique E P&L analysis to the product level further highlighting the extent of PUMAs impact on ecosystem services and its associated drivers. Comparative analysis of four footwear and apparel products including InCycle collection Analysis highlights PUMAs “more sustainable” products create up to 30% less environmental impact than conventional products Comparative product E P&L analysis Full impact quantified & broken down on individual products

15. 15 PRIMARY DATA TIER 1 OPERATIONS TIER 2 TIER 3 TIER 4 TRUCOST MODEL PRIMARY + SECONDARY DATA AVAILABLE GERMAN LCA DATA CONSUMER DISPOSAL Product view including „end of life“ impact Data across full lifecycle

16. 16 INCYCLE SHOE: 35% GHG SAVINGS

17. 17 -31 % Conventional product vs. InCycle product InCycle: 31% impact reduction

18. 18 Moving sustainability to the next level Compliance auditsSustainable compliance Products without hazardous substances More sustainable productsE-KPI monitoring Sustainability management and full transparency in the supply chain Additional cost Visible added value for the consumer and our stakeholders

19. 19 “The business of business is business?” But “Business as usual” is no longer an option!

20. 20 THANK YOU!