Puma Reinvents The Shoe Box

Puma Reinvents The Shoe Box

Puma and The Fuse Project have designed a new kind of shoe packaging that offers significant environmental benefits.

Dan Gould
  • 13 april 2010

Puma Reinvents The Shoe Box-1

Puma has partnered with The Fuse Project to completely redesign the packaging for their shoes.

A team spent 21 months studying different boxes and packaging schemes, searching for the most efficient, sustainable way to get shoes to consumers.

They finally came to the solution of foregoing a box altogether, and instead used a special bag and a cardboard sheet.

The Fuse Project explains:

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, another important element left over from the original shoebox.

The bag is non-woven which means less work and waste (it is stitched with heat). 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 it is also used for shoe storage in travel suitcases. The bag is made of non-woven polyester consisting of recycled PET, and eventually is also recyclable.

Puma claims that this new design will save about 8,500 tons of paper, 20 million Mega joules of electricity, 1 million litres of fuel oil, 1 million litres of water and 500,000 litres of diesel.

It’s quite amazing, the profound effect such small changes can have — let’s hope more shoe companies follow suit.

Watch a video about the project below:


Fuse Project: “‘Clever Little Bag”


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