PUMA Creative Director Stuart Adams

Stay True to yourself

Stuart Adams Creative Director Accessories

Endurance is key to really reach your goals. After 17 years of shaping PUMA Accessories, Stuart Adams still feels very lucky. “We are surrounded by all this cool stuff that people out there love to buy every day.” The Creative Director for Accessories started with PUMA as designer in the UK.

PUMA Creative Director Stuart Adams hugging a bag

After gaining 10 years of expertise, he faced a new challenge: rebuild the accessories team in a completely new culture. Challenge accepted. Stu decided to move to Germany, to Nuremberg to be precise, without being able to speak even a single word of German. Since day one, his new colleagues and bilingual friends supported him, so nothing unintentionally got “lost in translation”.

His move has shown to be a good one. It gave him the chance to build a team of great talents from scratch. “Together we can do things that are really innovative” he says. His latest team mate: Rihanna. “She’s a real collaborator, getting in involved with all the product details – colors, graphics and silhouettes. She truly cares about how the products look in the end.” 

two people are taking a picture

It’s so diverse, I mean look around, no two people are the same here, and PUMA really encourages that.

Stuart Adams Creative Director Accessories

Rihanna: definitely a highlight in Stu’s career. But it is not the celebrities that set the innovative pace on a daily basis. “The company rewards people who are authentic. It’s so diverse, I mean look around, no two people are the same here, and PUMA really encourages that.” Every single one of them is the chance for a brilliant new idea or a great opportunity for growth. While Stu saw many people come and go in the 17 years, the most successful ones at PUMA are those who stay true to themselves.

“Being called authentic is a great compliment,” says Stu. It means you do not change to fit a mold. At PUMA, the mold changes to fit you. If you dare to stay true to yourself.