Younger generation decides Puma’s strategic direction on leather

The GV Special MII Sneaker, one of Puma’s few 100% leather offerings, is priced at 0. This sneaker features a leather upper and sockliner, showcasing PUMA’s craftsmanship abilities. Image: PUMA.

Puma’s recent decision to significantly reduce leather usage in its footwear is a clear reflection of the evolving landscape of the fashion industry, driven primarily by the preferences of the younger generation. Gen Y, Z, and Alpha, who collectively make up around 65% of the U.S. population, are increasingly prioritizing sustainability and animal welfare in their purchasing decisions. To align with these preferences, Puma has reduced its reliance on leather. While Puma has a long history with leather, dating back to the 1950s, today, leather accounts for only approximately 4% of its footwear materials. Puma’s 10For25 targets include sourcing 100% certified leather by 2025 that adheres to animal welfare policies.

However, older generations — particularly Baby Boomers and Gen Xers — continue to value leather for its luxury, durability, and timeless craftsmanship. For them, leather is a symbol of tradition and quality, appreciated for its texture, aesthetic appeal, and long-lasting nature. In developed markets like the U.S., Western Europe, and Japan, leather remains dominant in the luxury sector, but vegan leather is gaining ground due to growing environmental concerns. In developing regions such as Asia, Africa, and Latin America, traditional leather craftsmanship holds a strong market share, but the rise of eco-conscious middle-class consumers is increasing the demand for sustainable alternatives. As Puma adapts to these shifting preferences, its strategy of reducing leather use reflects a broader industry trend towards balancing sustainability with consumer diversity across global markets.