Puma has expanded the reach of its Voices of a Re:Generation initiative beyond Europe and the U.S. with the addition of Indian sustainable fashion advocate Aishwarya Sharma to the project.
According to the German athletic brand, Sharma joins Puma’s Voices of a Re:Generation initiative this month and will explore the opportunities and challenges faced by the company in the area of sustainability, while making recommendations for actionable change. She will also work with Puma to help to improve the way it communicates sustainability to its India-based audience, the company said.
Based in Delhi, India, Sharma is passionate about driving change towards a more sustainable fashion industry and has made a name for herself for her beliefs around women’s rights, fashion, social media and climate change at events such as COP27.
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Sharma said in a statement on Monday that her passion as a sustainability advocate lies in increasing awareness. “I think it’s so important for people in my community and across the world to understand what is really going on in sustainability and this partnership with Puma will grant me an inside view of how a large corporation tackles such a hugely important and complex challenge,” Sharma said. “Being able to have a voice in how Puma communicates sustainability is also a great opportunity to drive change and set a precedent across the industry and I’m very much looking forward to that.”
Launched in April this year, Puma’s initiative aims to empower a cohort of young voices to help the brand identify key areas for improvement by giving them a voice alongside leading stakeholders.
To date, Puma’s young voices have met with key players at Puma to discuss the brand’s progress and challenges surrounding its Forever.Better sustainability strategy – and produced Puma Re:Gen Reports; a podcast series to engage younger generations around sustainability and Puma’s 10for25 target areas. The podcast was created in response to consumer feedback, gathered at Puma’s Conference of the People event in 2022, which revealed that current sustainability communications were not engaging the next generation.
The latest development of this project will see Sharma meet and collaborate with Puma’s current young voices, including U.S.-based upcycler Andrew Burgess, Germany-based sustainable and healthy living vlogger Luke Jaque-Rodney, and France-based visual artist and creative consultant Jade Roche.
Alice Aedy is no longer participating in the initiative, a decision reached through mutual understanding, Puma said.
