Entry Title: "
PUMA Clever Little Bag"
Category: Professional, Industrial Products
Designer(s): Yves Behar, Josh Morenstein, Nick Cronan, Seth Murray
In partnering with PUMA, a leader in sportswear, shoes and products, we looked to create a
game changing packaging system that would greatly reduce both their footprint and build on
their initiatives toward cleaner, greener, and safer practices, contributing to a better world
The challenge was to look at one of the most difficult and stagnant issues facing the retail
industry in regards to sustainability and environmental harm: packaging and, more
specifically, shoeboxes. Boxes contribute to millions of tons of waste a year and even with
proposed second uses, they are eventually thrown out.
For 21 months, boxes and systems were studied: how to fold them, how to ship them and
how to reduce them. But all of these were incremental steps; reduction can only do so much.
Finally, we explored getting rid of them altogether. We discovered a new design solution, a
clever little bag.
By providing structure to a cardboard sheet, the bag uses 65% less cardboard than the
standard shoe box, has no laminated printing, no tissue paper, takes up less space and
weighs less in shipping, and replaces the plastic retail bag.
The cardboard structure is die cut from one flat piece of material and has no additional
printing or assembly, thus it can be returned to the stream faster and more efficiently. The
structure was created with four walls that taper in to allow for secured stacking, an
important element left over from the original shoebox.
The bag is stitched with heat, not woven, which means less work and waste. It protects the
shoes from dust and dirt in the warehouse and during shipping. The clever little bag is an
iconic brand element upon leaving the store as it replaces the plastic shopping bag, and can
also be used for shoe storage in travel suitcases. The bag is made of nonwoven polyester
consisting of polypropylene, and eventually is also recyclable.
With our clever little bag, Puma kicksoff the next pivotal phase of its sustainability
program. The tens of millions of shoes shipped in the clever little bag will reduce water,
energy and diesel consumption on the manufacturing level alone by more than 60% per year.
In other words: approximately 8,500 tons less paper consumed, 20 million Mega joules of
electricity saved, 1 million liters less fuel oil used and 1 million liters of water conserved.
During transport 500,000 liters of diesel is saved and lastly, by replacing traditional
shopping bags the difference in weight will save almost 275 tons of plastic.
In changing the packaging and distribution life cycle from the ground up, we want our new
design and comprehensive solution to encourage other retail companies to follow suit. That
such a little bag can have such a big impact...you can see why we called it clever.