PUMA launches REFORM to drive social change

PUMA launches REFORM to drive social change

While recent times have seen a significant rise in the willingness of brands to be more vocal about their opinions on social matters, Puma quietly set that precedent 50 years ago when they decided to back and partner with Olympic Gold Medal sprinter Tommie Smith, who famously threw up a closed fist as a silent gesture on the stand at the 1968 Mexico City Olympics.

Now, 50 years later, the brand has once more fastened their stake as a driving force in the area of social responsibility for global brands after announcing its latest platform, #REFORM. Directly inspired by Tommie Smith, #REFORM also recruits Meek Mill and WNBA star Skylar Diggins-Smith as program captains who will take on social issues that mean the most to them.

For Meek, that will be criminal justice reform. In Skylar’s case, the All-Star will be tackling gender inequality while Tommie Smith will be championing universal equality for all

The new program was formally announced on Saturday (October 6th) with all three captains speaking at a press conference in Atlanta about their own experiences, the challenges they face in fighting for change and the resources that they use to continue to educate themselves further

October 16th will mark the official 50th anniversary of Tommie Smith’s silent gesture and on that day this year, Puma will launch its #THIRDSALUTE movement in which they will challenge others to post an image of themselves with a raised fist and make a donation to charities pursuing universal equality.