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PUMA provides our company, our employees, and all of our stakeholders with the 4Keys—Fair, Honest, Positive, and Creative.

These 4Keys act as a compass, principles, that always keeps us true to our vision of a better world-guiding all of our decisions, actions, processes and practices. We use the 4Keys as a tool, which means always doing our best to be Fair, Honest, Positive and Creative in everything we do. We measure our thinking, our decisions, our actions, and our processes against these principles by asking ourselves if what we are doing is Fair, Honest, Positive and Creative. Making PUMA work for us and for the world in which we operate-across our workplaces in so many countries-means using the 4Keys everyday and in all that we do.

Fair means balanced. It means we see both sides, and resist the pressures that can push us into extreme ways of thinking, working or living. It also means we are open to all, and refuse to discriminate against people or make judgments based on gender, race, religion, political persuasion, sexual preference, or way of life. Being fair means listening as much as we talk, and giving back as much as we take.

Honest means sincere. It means not faking it, walking the walk as much as we talk the talk. It means putting our money, our time and our energy where our mouth is. Being honest means admitting our mistakes, and owning up to our responsibilities-something that applies to companies as much as it does to individuals.

Positive means constructive. It means building things-and people-up, not breaking them down. It means suggesting rather than criticizing, and working for solutions rather than just complaining. It means supporting others when they try, encouraging them when they fail, and celebrating with them when they succeed. It means "we can" more often than "we can't."

Creative means imaginative. It means thinking outside the box. Being creative means finding a way around a problem, rather than stopping when the walls are too high. It means looking at new ways, listening to new ideas and trying new strategies. It means striving for the most innovative solution because just being good enough is never good enough. Being creative means having dreams, and then making those dreams real things, in our individual worlds and in the greater world.

"I do my best to live by the 4Keys every single day, in everything I do. I believe in them, because they provide me with simple yet powerful guidance in the decisions I make and actions I take. We will only make a real difference if we act in concert, and therefore I encourage you to join in and apply the 4Keys in your life too."
Franz Koch, CEO, PUMA