PUMA AG Rudolf Dassler Sport

Neil Narriman

Senior Brand Protection Manager

October 2010

The PUMA Story

• PUMA is part of the PPR Group (Gucci, YSL) has the long-term mission of becoming the most desirable Sportlifestyle company

today

• The PUMA Limited partnership is transferred into a stock cooperation

1986

• „PUMA Schuhfabrik Rudolf Dassler“ was founded1948

• Foundation of „Gebrüder Dassler Schuhfabrik“ in Herzogenaurach, Germany

1924

Region Latin AmericaHQ: Santiago de ChileRegion Latin AmericaHQ: Santiago de Chile

Region North AmericaHQ: BostonRegion North AmericaHQ: Boston

Region EEA (European Economic Area)HQ: HerzogenaurachRegion EEA (European Economic Area)HQ: Herzogenaurach

Region Asia/PacificHQ: Hong KongRegion Asia/PacificHQ: Hong Kong

Region Eastern Europe / Middle East / Africa(EEMEA) HQ: Salzburg

Region Eastern Europe / Middle East / Africa(EEMEA) HQ: Salzburg

Regional structure of PUMA Regional structure of PUMA –– 5 regions5 regions

PUMA Key Trademarks

• Our brands are our mostvaluable assets.

• As this they are the quaranteefor:

Sport

Desirability

Lifestyle

Quality

PUMA Key Trademarks

PUMA Product Divisions

Footwear

Apparel

Licensed Products

Licensed Products

- PUMA Phone -

1970

39404390

5750 6000

5000

0

1000

2000

3000

4000

5000

6000

2004 2005 2006 2007 2008 2009

Cases

890.000

2.280.000

2.770.000

3.660.0003.331.000

3.210.000

0

500.000

1.000.000

1.500.000

2.000.000

2.500.000

3.000.000

3.500.000

4.000.000

2004 2005 2006 2007 2008 2009

Seized Units

Trademark Protection – Increase of Piracy!

Origin of Counterfeits

Direct RouteIndirect Route

PUMA Counterfeit Trafficking Routes

Czech Republic – Vietnamese Markets

Czech Republic – Vietnamese Markets

Czech Republic – Vietnamese Markets

Czech Republic – Vietnamese Markets

Czech Republic – Vietnamese Markets

Czech Republic – Vietnamese Markets

Open Air Market Open Air Market SVATSVATÁÁ KATEKATEŘŘINAINA

The special control action

The special control action

The special control action

Long-term Monitoring Customs

2008

Long-term Monitoring Customs

Long-term Monitoring Customs

Long-term Monitoring Customs

Long-term Monitoring Customs

Long-term Monitoring Customs

Long-term Monitoring Customs

Long-term Monitoring Customs

PUMA AG Rudolf Dassler Sport

Thank You For Your Attention!

Neil Narriman

Legal Affairs