PUMA Design

Our mission is to deliver the greatest product and experiences that help our athletes perform better and empower our consumers.

Our mantra FOREVER FASTER drives us to stay ahead.

The future of sportswear design is ours:

to explore relentlessly, predict constantly and to

influence by bringing new innovations to athletes.

PUMA is a brand that gives voice to people, therefore embracing cultures and opinion. It's a great platform for those who have ideas and passion to share them.

Stefano Favaro | , Global Creative Director Teamsport & Motorsport

Our Culture

Curiosity to question

Empathy to understand

Commitment to challenge

Creativity to solve

Our design principles

Our principles help us making the right decisions in fulfilling our commitment to the athlete and consumer, while helping to ensure what we do is unmistakably PUMA.

Keep it simple

Simple means distilling a concept down to its essential elements. Form and graphics are used to create the iconic character. Less often is more.

Make it powerful

Powerful design makes a statement by its very existence. It is made of deep and undeniably strong ideas. Its functional elements resonate, stir emotion, stand out and demand attention.

Create something relevant

Relevant design has a pure benefit for its athletes and consumers. Its ability to meet performance needs, stylistic needs or both makes it truly desirable.

Be courageous

Courageous design imagines beyond the brief and persists in the midst of opposition. It trusts creative instinct in fearless pursuit of fresh ideas.

Make it fast

Strive to be Forever Faster. Evoke speed. Be it through streamlined graphics, aerodynamic structure, fast function, or by staying ahead of styling trends.

Our Design Process

Briefing

Every great design starts with a brief, a statement of the problem faced by an athlete or customer and the proposed solution. For the evoSPEED, for example, the brief was to create the world's lightest football boot without compromising PUMA's proven performance and durability.

First Drafts

Our design is PUMA through and through. For the evoSPEED, we looked at how our design principles are realised in nature. We were inspired by the dragonfly in the end: it is light, fast and powerful. We were particularly impressed by its transparent wings and colours.

Idea Development

When designing our products, we always take into account the aspect of manufacturability. For the evoSPEED, we set out to find the lightest material that was both strong and transparent, like the wings of a dragonfly. Together with our developers, we are constantly exploring new ways to achieve our goal.

Presentation

We need to communicate clearly to present our ideas to others. We explain which decisions we made and why, and what inspired our design. Based on this information, we can then ask for support or feedback.

Tests and Optimisation

Throughout the design process we test the product thoroughly, checking function and feel against our design principles. If necessary, we make changes, again collaborating with other departments to ensure the product meets the customer's needs.

The Product

Working with product line managers, developers and other designers, we create products that not only support and communicate our design principles, but also fulfil the requirements of our customers. The evoSPEED combines all these aspects and is therefore PUMA through and through.