"It's a lot of our own thinking," he says. "You can't go home and teach your kids
to recycle if you're not doing it yourself."
A couple of analysts Wasserman talks to -- including Princeton Retail Analysis' resident "sneakerologist" Matt Powell -- feel the new bag is a good move for the brand. "It fits the psychographic of the Puma customer," Powell says. "It's hip, and yet it's green at the same time."