Rising to the informational and communicational challenges posed by the 21st century, PUMA has developed a virtual corporate structure. The virtual structure is supported by a matrix organization with a vertical (functional) and horizontal (geographic) focus.

Vertical Focus:
PUMA’s virtual headquarters are comprised of decentralized core competency centers located within Germany, the U.S. and Hong Kong. Dispersed amongst these core competency centers are PUMA's seven corporate functions consisting of Product, Product Supply, Brand, Growth, Structure, Brand Value and Culture. Each of these functions represents several sub-functions, which are managed comprehensively with a "big picture" perspective. These functions have also been strategically positioned where specialization and management know-how is optimal.

Horizontal Focus:
Through its matrix organization, PUMA achieves further geographical focus through its subsidiaries, as those in Germany, USA, Hong Kong, Austria and Australia are also regional hubs. The hubs were created to oversee PUMA distributors, licensees, as well as some subsidiaries within the respective regions. Germany is responsible for Western Europe, USA for the Americas, Austria for Eastern Europe, Africa and the Middle East, Hong Kong for Asia, and Australia for the Pacific Region. This structure places PUMA in a dynamic position to capture regional differences and local variances, enabling the company to fine-tune and incorporate them into its global brand initiatives.