When it came to the discussion about would Harley do an electric bike, I said, 'Absolutely - this is a no-brainer.' Let's define the sound of the future.

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.'

Sustainability is no longer about doing less harm. It's about doing more good.

It's shocking to think about how little the travel industry cares about sustainability - and it's the basis of their business!

In Africa, you can make three acres sustainable relatively easily, but 50,000 acres? It's not about picking up towels or sleeping in a tent.