Driving growth through a seamless integration of logistics

For PUMA the customer experience is the ultimate objective of their strategy. Discover how the partnership with Maersk has helped improve the customer experience with truly integrated logistics.

In an ever-evolving landscape of global commerce, PUMA sees the customer experience as the true measure of success.

Acknowledging this, the partnership between PUMA and Maersk has strategically focused on elevating the customer experience through an integrated approach to end-to-end distribution.

“The customer experience is the ultimate objective of our strategy, because if we have happy customers, we are a happy company” Arne says, underscoring the core philosophy of the Maersk and PUMA collaboration – a dedication to preserving and enhancing every customer interaction.

“I think logistics was primarily regarded as a hygiene factor, it was just working or not working, and now it's really a business enabler for us. A business enabler helps us to realise more net sales, more revenue, and this is truly integrated logistics does by helping us to keep the shelves full”. 

Truly integrated logistics means that PUMA's partner, Maersk, is involved in every step of the supply chain – from origin consolidation and ocean freight to customs clearance, warehousing, and last-mile transportation. This seamless integration ensures that the customer experience remains intact throughout the entire journey, with real-time tracking and intelligent route optimization ensuring timely and reliable deliveries.

"The customer expectation is that they will get the product at the time that they want to get the product, and that they can get the product wherever they want to on this planet"
— Thomas Liske, PUMA's Global Director of Logistics

Liske further highlights the essence of partnership, stating, "Partnership is both about having the support, but also to share the success with someone else, and also to grow and see how you can do something that you never thought you could do before." This collaborative spirit has been the driving force behind the success of Maersk and PUMA's alliance, as we support each other in navigating the complexities of the global market and celebrate the milestones achieved together.


Numbers: 2022 was a record year for sales, with revenues of €8,465bn and an EBIT of €641m. The company employs around 20,000 people globally.
History: Celebrating its 75th anniversary in 2023, the company was founded in 1948 in the town of Herzogenaurach, Germany by Rudolf Dassler
Strategy:  Forever. Faster. Since 1948, PUMA have crafted groundbreaking designs for the fastest athletes worldwide. Passion drives the company to create, develop, and market exceptional products. Setting ambitious goals, then surpassing them, all to achieve one aim: to be the Fastest Sports Brand in the World.
Sustainability: In 2022, PUMA procured 100% of leather, 99.8% of cotton, and 99% of paper and cardboard packaging from certified or recycled sources. Over 50% of apparel and accessory polyester came from recycled materials. In 2022, PUMA used Maersk Eco Delivery on ≈15,000 FFEs to drive ocean logistics decarbonization and are working on plans for inland transportation decarbonization.
Discover new paths with truly integrated logistics
Some paths are yet to be discovered. Some fortunes are waiting to be found.