“Ask him a question he wants to avoid, and he lets an answer just slip away before you notice it has gone”. That is what journalists often say about Jochen Zeitz, the head of PUMA.

What's else?

It’s said he loves The Rolling Stones, novels of Ernest Hemingway and is fond of different cultures.

These days Jochen Zeitz visited Moscow. And we’ve used the moment to add some strokes to the image of this man who became a part of the PUMA’s brand history.

So – Jochen Zeitz, Chairman and CEO PUMA AG
(direct speech):

PUMA for me is a very powerful global brand. It is very unique, very lissom and very elegant. Of course, it means an innovative design that creates this sportlifestyle brand, but the key point is a power. It’s just like a puma cat. These cats have a special individuality. You know, they don’t live in packs. And so PUMA does.

I am just a very curious person. I try to do interesting things. I think these days I am trying to apply the same way of managing a company as many years ago. You can draw an analogy with a living of an animal. It raises, becomes older, more imposing and wiser but it’s important to keep it young, always ready and always on peak to provide innovative and unique ideas. PUMA always try to suprprise with innovations.

I believe that every company actually has an opportunity to make the world a better place. In fact, I also believe that every individual actually has an opportunity to make the world a better place. I don’t think it is a responsibility. It’s just an opportunity that I have…that PUMA has. If we only leave it to governments or politicians I think I wouldn’t be a wise decision.

My personal philosophy means that you should always try to keep a positive attitude to your life because it is too short to spend it with negativity. And it is a tradition for me to not follow traditions.

© BrandNews. Photo credit: PUMA AG.

October 7th, 2008. Moscow

Thanks to Elizaveta Danilina and Natalia Melnikova, Edelman Imageland Russia, for their great contributions.



Puma history