The Essendon Football Club has announced a new four-year partnership with global sportswear giant PUMA. Under the agreement, PUMA becomes the Official Apparel Partner of Essendon’s AFL team and the Official Footwear Partner for both the men’s and women’s programs. The deal also extends to supporting the Bombers’ VFL, VFLW, and VWFL teams.
Essendon CEO Craig Vozzo expressed optimism about the collaboration, focusing on shared values between the club and the sportswear brand.
“We are thrilled to welcome PUMA to the Essendon family as our Official Apparel Partner. It’s an exciting day for the club to partner with an internationally renowned organization, and we are very optimistic about what we can achieve together,” Vozzo said. “PUMA is known for its focus on high performance, innovative technology, and groundbreaking designs. We at Essendon align closely with these focuses as we continuously strive to improve both on and off the field.”
Founded in Germany in 1948, PUMA has a long history of producing sportswear for athletes worldwide. Neysa Goh, PUMA’s Director of Marketing, shared the company’s enthusiasm for the new partnership.
“We are incredibly proud to be partnering with one of the biggest clubs in Australian sport. PUMA and Essendon Football Club share a rich history in AFL, and we look forward to a successful partnership over the coming years,” Goh said. “The opportunity to create and deliver a range of products to the Essendon faithful is something we are incredibly proud to be a part of.”
Image Source: PUMA web site.
However, PUMA’s manufacturing practices have faced criticism from labour rights organizations and environmental groups. Concerns have been raised about labour conditions in factories within the company’s supply chain, particularly in developing countries. Reports by advocacy groups highlight issues such as low wages, excessive working hours, and inadequate workplace safety standards.
Environmental activists have also scrutinized PUMA for its environmental footprint. Criticisms include the use of hazardous chemicals in production, water pollution, and significant carbon emissions associated with manufacturing and distribution processes. These concerns have led to calls for PUMA to adopt more sustainable materials and cleaner production methods.
Supply chain transparency remains another area where critics urge improvement. While PUMA has increased transparency by publishing sustainability reports and auditing some of its suppliers, organizations like the Clean Clothes Campaign and Greenpeace advocate for more comprehensive disclosure to ensure accountability at all levels of production.
PUMA has acknowledged these challenges and has taken steps to address them. The company is a member of the Fair Labor Association and has committed to upholding fair labour practices, conducting audits, and working with suppliers to improve working conditions. Additionally, PUMA has set targets to reduce carbon emissions and increase the use of sustainable materials, aligning with broader industry efforts toward sustainability.
The partnership with Essendon places a spotlight on these issues, especially as consumers and fans increasingly value ethical and sustainable practices from the brands and organizations they support. It presents an opportunity for both Essendon and PUMA to demonstrate a commitment to responsible practices.
Essendon players will begin wearing the new PUMA range starting Monday, coinciding with the return of first-to-four-year players for AFL pre-season training. As the collaboration moves forward, both entities may face increased scrutiny regarding their efforts to promote ethical manufacturing and environmental responsibility.
Fans and stakeholders will be watching to see how this partnership unfolds, hoping that it not only brings success on the field but also contributes positively to addressing the challenges associated with global manufacturing practices.
