Puma partners with suicide prevention charity

The sportswear manufacturer Puma has launched a new partnership with CALM to tackle the stigma surrounding mental health.

The suicide prevention charity Campaign Against Living Miserably (CALM) will work with the manufacturer to raise funds and awareness of CALM’s services through the launch of a new content series, a mass participation virtual event, and a new collection of apparel. 

Puma brand ambassadors and athletes, including Hannah Williams, Jodie Williams and Imani-Lara Lansiquot, will take part in the virtual run, and be deployed to encourage others to sign up and join them.

The CALM x Puma Spark Change content series will tell the stories of Vikki, Stephen and Michael - three members of the CALM community who use the power of running to invigorate and lift their mind and body, helping audiences to ‘be the change they want to see in the world’.

The series will be followed up by the virtual event, which will take place in Mental Health Awareness Week from May 10th-16th. £5 of the £25 registration fee will be donated to CALM. 

Additionally, a new Puma running apparel collection will launch in Autumn 2021, with all proceeds donated to CALM.