A group photo that captures the energy and collaboration of the finalist teams and esteemed judges
Mr Bernd Sauer welcomes MASFI students.
The champion team members Li Qiaowen and Zhong Xiaolin receive prize from Mr Sauer.
First Runner-up team members Hu Jiamin and Lin Haimin receive prize from Prof. Chan (left).
Second Runner-up team members. Wang Mengyao, Wang Yixuan, Yang Jingwei, and Xia Yuxin receive prize from Prof. Lam (middle).
SFT recently partnered with PUMA, a globally renowned leader in SportLifestyle footwear, apparel, and accessories, to launch the “PolyU SFT x PUMA Case Competition in Sustainability”. This initiative addresses the pressing challenges within the fashion industry with PUMA, a pioneer in sustainable sportswear brands, used as a case study to explore consumer behaviours toward sustainable fashion.
Students in the MA in Sustainable Fashion and Innovation (MASFI) programme were invited to participate in the competition, with cash prizes sponsored by the ESG Research and Sustainable Fashion Hub of SFT. After two rounds of progress report assessments, four of the eight participating teams advanced to the finals. These teams engaged in extensive research, collecting and analysing primary data through surveys and interviews, and incorporating secondary data from industry reports and the academic literature. Based on their findings, the finalists developed strategic recommendations that align with the sustainability objectives of PUMA, which they presented on 31 March 2025.
The panel of judges for the final presentation included:
- Mr Bernd Sauer, Senior Director, Accessories & Technical Development Apparel, PUMA
- Prof. Chan Hauling, Assistant Professor, SFT
- Prof. Magnum Lam, Assistant Professor, SFT
The research findings of the competing teams revealed a significant trend among consumers: while they show strong support for sustainability initiatives, many prioritise price and are not willing to pay a premium for eco-friendly products. This poses a critical challenge for brands, thus highlighting the need to craft a distinctive identity for their sustainable offerings. By delivering clear and comprehensive information about the benefits and impact of their sustainable products, brands can build trust and awareness, thus ultimately motivating consumers to make more environmentally conscious choices.
In response to these findings, the champion team proposed a compelling idea: systematically integrating circularity services with transparent storytelling to help PUMA transform eco-conscious shoppers into loyal brand advocates. They highlighted how this strategy could simultaneously reduce environmental impacts and drive profitability. Mr Sauer strongly agreed with the team’s proposal, and emphasised on how it would align with PUMA’s sustainability vision. He remarked, "PUMA has been very active in sustainability, with ambitious targets set for 2030. Our focus includes climate, human rights, and circularity". Sharing some of his own daily green practices, he inspired attendees to take action and support sustainability efforts.
The winning teams were:
- Champion: Li Qiaowen and Zhong Xiaolin
- 1st Runner-up: Hu Jiamin and Lin Haimin
- 2nd Runner-up: Wang Mengyao, Wang Yixuan, Xia Yuxin and Yang Jingwei
Dr Chan, the deputy programme leader of MASFI, said, “This competition offered students an exceptional opportunity to delve into sustainability research, focusing on data analysis to drive PUMA's future growth. The aim was to spark student innovation, enhance their practical problem-solving abilities, and bridge the gap between academic knowledge and real-world applications. These fostered connections play a pivotal role in advancing the professional development and lifelong learning of the students”.
