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Over the years, Puma has stayed true to its four cornerstones: heritage, sport, technological innovation and design. The brand is focusing on bringing distinctive designs and a global outlook to each product range by blending influences of sport, lifestyle and fashion. This fusion is known as “Sportlifestyle". Puma views sport as a philosophy on life – one that emphasizes fitness, wellness and simply living an active life. Since Sport can be different things to different people, Puma approaches it in a greater-lifestyle context, while not compromising performance. This is exactly what the brand means when it speaks of 'Sportlifestyle'.