PUMA Unravels Partnership with Textile Material Innovation Company Spinnova

Sports company PUMA has unveiled a collaboration with Finnish textile material innovation company Spinnova to develop proof-of-concept products from wood-based SPINNOVA fibre for future concept collections, more so in products of PUMA’s Sportstyle category. This non-binding agreement will reserve production capacity from Woodspin.

Production had initially paused at this plant, as the Respin co-owner failed to meet the terms outlined in the LOI between Spinnova and the Brazilian micro-fibrillated cellulose developer. Even though the location of this Woospin factory remains unclear- considering the building phase has been postponed- it’s expected to be close to one of Suzano’s existing pulp mills in South America.

“Spinnova’s innovative fiber technology represents a new gateway into the world of man-made cellulosic fiber (MMCF) production, using water instead of chemicals to produce these fibers,” said Howard Williams, Director Global Innovation Apparel & Accessories at PUMA, in the release.

“We are very excited to announce this collaboration for SPINNOVA® fibre with a major global brand like PUMA. This marks an important step in building the market and industrial adoption of SPINNOVA® fibre, which is needed to scale the fibre and Spinnova’s technology,” said Spinnova’s Chief Product and Sustainability Officer, Shariarer Mahmood.“This is only the beginning and we will continue together with Woodspin to work on signing similar agreements with other partners.”

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PUMA continues investing in and incorporating innovative material textiles, such as its previously introduced RE:FIBRE textile-to-textile recycling program, which uses polyester textile waste from factory off-cuts, faulty goods, and pre-loved clothing as the primary source of material to create new textiles.

Woodspin is the exclusive producer and distributor of wood-based Spinnova fiber. It brings together Suzano, the world’s largest hardwood pulp producer and Finnish materials technology pioneer Spinnova. Together, they are a on a mission to ‘scale up responsible production and advance conscious consumption by providing a sustainable mass market alternative to fossil fuel-derived fabrics.”

It is quite important for innovative companies like Spinnova to be part of such partnership. After all, they are reasonably certain of the purchase of the products and the expensive production is not done for nothing. It is essential to mention that the collaboration between PUMA and Spinnova is a ‘non-binding agreement.” PUMA is therefore not legally liable if they do not purchase the materials.

PUMA was unable to offer more details about the partnership since the Nike rival ‘doesn’t disclose any further contractual or financial details” outside of what’s available in the public statement, which contained zero financial details.