In 2010, PUMA launched a long term partnership to champion independent documentary films, with Channel 4 BRITDOC Foundation. Through the establishment of the PUMA.Creative Documentary Fund, the company will dedicate financial support, creative counsel and industry recognition to international documentary filmmakers, whose creative storytelling highlights social justice, peace and environmental issues.
PUMA.Peace will continue to develop initiatives that promote and support peace across the globe. In addition to PUMA's Award for the Best Corporate Social Responsibility (CSR) Initiative, five other Peace and Sport Awards were distributed last night including: the Grand Prix for the Peace and Sport Image of the Year, the Award for Best Peace Project from an International Sports Federation, the Award for the Sports Event for Peace of the Year, and the Award for the Sports Non-Governmental Organization of the Year. Winners were selected by a jury composed of eminent figures, invested at the highest level in activities for the promotion of peace through sport.