PARIS — The old proverb “waste not, want not” could sum up the thinking behind a new in-store program by Puma aimed at encouraging the recycling and reusability of sporting goods among consumers.

Working in cooperation with the recycling company I:CO, Puma has installed recycling bins in its stores and outlets across Germany for customers to deposit used shoes, clothing and accessories by any manufacturer.

The used products will then be sent to I:CO’s regional environmentally friendly processing plants for sorting, repurposing and recycling. The products will either be reused, recycled or turned into raw materials.
Dubbed the Bring Me Back initiative, it’s part of the brand’s long-term sustainability efforts.

Puma, which in late 2011 presented its first complete annual environmental profit and loss account, said that a considerable part of the company’s environmental footprint comes about through the consumer disposal phase.

“We are constantly working on solutions that aim at reducing the environmental impact that Puma as a company leaves behind on our planet,” stated Franz Koch, the brand’s chief executive officer.

He said the effort targets the “massive amounts of waste” created when consumers dispose products “and they end up on landfills or in waste incineration plants.”

The Bring Me Back program will spread to a handful of additional markets in October, with a full global rollout slated for January, Puma said.

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