If we bring together the right people, communities can flourish and wildlife can survive alongside them.

Unless the local community signs up, wildlife won't survive. And without wildlife, no one will visit.

We're trying to find a tourism model that allows communities to thrive while business prospers.

We always try to reinterpret sport in an innovative, fashionable way, and when we do fashion, we're always trying to bring our sports heritage into the fashion world.

I picked up the phone and called Herbert Hainer, the CEO of Adidas, and said, 'Well, it's Peace Day coming up. I think it's about time after 60 years to end this feud. How about doing something together?'

We decided that sports, lifestyle and fashion were three elements that could be mixed together to a very unique formula. That's what we did: make Puma a very sports-fashion brand when, at the times, everybody talked about sports and sports performance and functionality. We said, 'Well, it's about more.'