Puma's long-term mission is to become the most desirable and sustainable Sportlifestyle company. The brand focuses on bringing joy to the customer through its sports products. This includes the Puma swimwear line, which features athletic and fashion swimsuits as well as cover-ups and shorts. Puma's swim line has continued to grow and features popular items such as the French Terry Bandeau Dress and Puma Intersection bathing suit.

PUMAVision is Puma's strategy to create a safer, more peaceful and more creative world in the future. Through its programs of puma.safe (focusing on environmental and social issues), puma.peace (supporting global peace) and puma.creative (supporting artists and creative organizations) Puma is working to build a better world.