BEYOND FITNESS — HOW PUMA & SPINNOVA ARE INNOVATING FOR PEOPLE & PLANET

By: Prachi Khatri

When we think of an athletic wear brand, our minds often associate them with health and fitness—performance-driven designs that support movement, endurance, and comfort. However, true innovation in this space goes far beyond the gym. Leading brands invest heavily in research and development to push the boundaries of material science and sustainable manufacturing. Why? Because they have a responsibility to ensure that their products are not only high-performing but also mindful of both people and the planet.

From bio-based fabrics and recycled fibers to water-saving dyeing techniques and ethical production methods, these advancements reflect a commitment to minimizing environmental impact while enhancing the well-being of those who make and wear their products. In this way, athletic wear is evolving into something greater than just sportswear—it’s a fusion of performance, responsibility, and forward-thinking design.

The demand for sustainable products is higher than ever, thanks to the eco-trend people see on social media and the awareness amongst consumers. Pollution, carbon emissions, water wastage, and overall usage of resources are on the rise in the fashion industry. With landfills filling up spaces, it is time for us to reevaluate our choices and find ways to sustainability.

Going back to fundamentals and rethinking materials and production methods is what the brands need to stay ahead of the curve. Puma’s partnership with Spinnova does just that. Iconic sports brand Puma announced they will be using Spinnova’s fiber for future products, mainly their ‘sports style’ category.

Puma, known for its high-performance sportswear, partners with the majority of sports leagues around the globe. The collaboration between both brands could be a huge win for both companies. With consumers more inclined towards environmentally friendly material, it can boost Puma’s sales and help Spinnova keep their production stable from Puma’s commitment.

Source: Puma website

Spinnova fiber is the synthetic material crafted from wood pulp. Sounds wild, doesn't it? Spinnova’s transformative technology to produce biodegradable fiber is a game changer in the world of man-made cellulosic fibers. One might wonder if the fiber produced from wood pulp is as good or strong as traditional fibers. It is. In fact, it performs just as good as any traditional fiber. However, being sourced from wood, this fiber is renewable and biodegradable compared to polyester. Synthetic fibers like polyester shed microplastic, which is not good for our ocean life.

Also, the process of Spinnoa’s fiber production uses no harmful chemicals and minimal water and energy usage. Instead of filling up the landfills, the discarded material can safely return to soil. Its 100% compostable nature makes it attractive for both consumers and companies.

Puma’s x Spinnova collab is a major commitment towards a greener future. Puma’s commitment to sourcing Spinnova fiber is not just a one-time but a multi-year collaboration. In the year 2023, Puma sold 2.76 billion euros of apparel. Imagine the amount of water and energy we could save if a fraction of this sale transforms to cellulosic fiber sportswear. No nasty exposure to chemicals, no excessive water wastage and a fabric that nature will love.

According to the PUMA website, Shariare Mahmood, Spinnova’s Chief Product and Sustainability Officer claims “We are very excited to announce this collaboration for Spinnova fiber with a major global brand like Puma. This marks an important step in building the market and industrial adoption of Spinnova fiber, which is needed to scale the fiber and Spinnova’s technology.”

Puma has continuously invested in new materials and textiles. In a recycling program in the past, the company used polyester textile waste like cutoffs and discarded faulty materials to create new textiles. Puma x Spinnova is not just about trendy new textiles. Puma has set an example for other companies to follow. With many environmentally friendly replacements available as an alternative to traditional fiber, it is our collective responsibility to choose products that leave no carbon footprint.

Source: Spinnova website

The cellulose-based fibers are a glimpse into the future, where brands can prioritize the environment without having to compromise on performance and style. It is time to end the wasteful fashion and cut the consumption of synthetic fabrics contributing massively to the damage of our planet. The groundbreaking cellulose-based fiber is the new buzzword the industry needs.

Sustainability is now a requirement, not an option. If Puma can do it, what’s stopping other brands?

Cover Image: Mike Von / @thevoncomplex