For the last 21 months Fuse Project have been thinking about shoeboxes: how to fold them, how to ship them and how to reduce them. In the end, they decided to get rid of them altogether because along the way, Fuse discovered a new design solution – a “clever little bag”.

Why so clever?

By providing structure to a cardboard sheet, their new ‘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. Instead of traditional boxes, happy Puma customers will now take home the clever one instead. Plus the little bag is non-woven which means less work and waste (it’s stitched with heat), and its even re-usable and recyclable.

With this new packing concept. Puma kicks-off the next pivotal phase of its sustainability program. The tens of millions of shoes shipped in the 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 Megajoules of electricity saved, 1 million litres less fuel oil used and 1 million litres 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.