Sometimes sustainable initiatives are not much more than public relations initiatives. And sometimes green projects really are just green projects for the sake of a better world (sans any PR gain). And then sometimes they are a little of both.

Last week Puma launched their latest sustainable packaging and distribution system, claiming that it will significantly reduce the amount of waste and CO2 emissions that traditional product packaging such as shoe-boxes and apparel polyethylene bags generate. The system underpins PUMA's target of reducing carbon, energy, water, and waste by 25%, and developing 50% of its international product collections in footwear, apparel and accessories according to best practice sustainability standards by 2015. It also underpins their marketing savvy.

Puma didn't skimp on the pomp and circumstance of rolling this initiative out. To be sure it caught people's eye, they hired famed industrial designer Yves Behar and formally launched the program at the Design Museum of London. Not at a sustainability conference, or quietly on the selves at Dick's Sporting Goods, but at a DESIGN MUSEUM. They also made a clever little video showing how cool they are... er, I mean the new box, is.

Regardless, it is cool. I've always thought there are very few genuinely good or bad ideas, only good and bad execution. And in this case, I'd give them an A+. Hopefully they'll inspire others to think about packaging in new ways—companies and consumers.