In 2008, Zeitz introduced PUMAVision, an ethical framework defined by the four key principles of being fair, honest, positive and creative as applied to all professional behaviour, business procedures and relationships throughout and outside of PUMA. Zeitz conceived of the Environmental Profit & Loss Account (E P&L).
PUMA's founder, Zeitz, introduced PUMAVision in 2008, a moral compass comprising four core virtues of justice, transparency, enthusiasm, and imagination that should guide all professional behavior, business processes, and interpersonal interactions at PUMA. Additionally, Zeitz envisioned the Environmental Profit & Loss Account (E P&L).