In order for its product, design and marketing teams to deliver their most creative ideas, Puma will soon open a creative space in Los Angeles.
The German sportswear giant announced in a statement its forthcoming creative space, aptly named Puma Studio, will open in the Hollywood area of L.A. in early 2025. Puma stated the new facility will bring its design and marketing teams closer to “the most influential communities and celebrities” in order to “inspire products and campaigns for the strategically important U.S. market.” Also, the brand explained Puma Studio will allow it to be closer to its ambassadors from the worlds of music and entertainment.
Aside from the creative space for its team, Puma Studio will include a bespoke space for VIP clients “to have exclusive access to Puma’s upcoming products.”
Watch on FN
“Opening our Puma Studio in LA is an important strategic move for us, as we seek to elevate our business in the United States,” Puma chief executive officer Arne Freundt said in a statement. “Our new home will allow us to attract the best talent in one of the most vibrant and creative cities globally to create great product propositions for the U.S. market.”
Puma Studio, the brand explained, will complement its existing global and regional product teams located in Somerville, Mass. What’s more, Puma said it has already started talent recruitment for its temporary office location in LA.
This strategic move to bolster its U.S. business comes at a time when Puma could benefit from a boost. In 2023, Puma’s sales increased 6.6 percent in currency adjusted terms last year to 8.6 billion euros (roughly $9.3 billion). However, sales in the Americas declined 2.4 percent, in currency adjusted terms, to 3.39 billion euros (approximately $3.7 billion).
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
