innovation shoe

Culture of Firsts

FOREVER FASTER is always first, never second, never third.

We strive to always bring new, better, different – meaningful innovation for game changing athletes.

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PUMA has always been INNOVATING FOR PERFORMANCE.

Since our beginnings, we've delivered performance innovations to make athletes elite by thinking outside of the box. The Brush Spike, designed in 1968, featured Velcro™ for the first time on performance footwear. But it was the brush spikes themselves that really pushed the limits. The tiny rows of spikes maximized traction and minimized resistance. The innovation worked so well that world records were broken at the 1968 Olympic Trials. The competition fought and succeeded in banning the shoes and thus the records.

Armin Dassler took inspiration from a bendy straw to invent the Torero Duoflex Sole. This revolutionary technology made athletes like Diego Maradona even more nimble and paved the way for molded flex zones that are still in wide use today.

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PUMA For Moment Making Athletes

We’re the first to pioneer the next idea, concept, technology, material, color or experience to life and into the market. This is the legacy we aspire to uphold. With five ethos, we make innovating Forever Faster.


Be a Pain

At PUMA Innovation we have five ethos that drive us. Be a Pain is one. We are set on challenging convention to create new standards. Which is exactly what we did with the EvoPower football boot.

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Be Connected

To be there for the next moment, when the next record is broken, we connect with athletes. Meet, observe, talk, listen and learn. This is how PUMA solves athlete problems and delivers to unmet needs.

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Be Brave

An idea itself is not enough. Ideas should be things you can touch and test. More show, less tell. When it’s something new, we are confident and take risks. Think next, not now.

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Be Open

The best ideas are least expected. We try the untried, always curious for new experiences. When we look beyond our scope, we become part of something inspiring; always keeping a human centered focus.

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Be Ready

It’s not about creation for creation sake. It’s about creating opportunities for PUMA and creating with a final product in mind. We anticipate the next move – and act.

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Charles is speaking

The easy part is dreaming what could be.
The real work begins figuring out how to get it done.

Charles Johnson Global Director Innovation
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There's Sand in Your ShoE

More often than not, coming up with an idea is the easiest part. Running in sand feels great - so it was only natural to think about making it available anywhere. The question just was: how? With Jamming, we found the answer.

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Innovating Emotions

We innovate for athletes and consumers to unleash their full potential, to deliver experiences found in the remarkable, to give you the tools to match your need to be Forever Faster and enjoy every moment on your way. Not to create for the sake of creating, but with the purpose to take sport to a different level and to keep moving forward, grounded by science.

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Hustle Hard. Train Harder.

Can you innovate training? We did. PUMATRAC changes how people experience training and getting fit. It introduces the social factor by connecting like-minded people, giving a unique and fun spin to getting fit.

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Students working at PUMA's Innovation Sprint
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puma football innovation sprint

20 students, only a few hours time and a tough jury: PUMA’s innovation sprint brought together a group of people at our headquarters who hope to become trailblazers for new, innovative technologies in football and sports.

We asked students from different universities in Germany to push sports innovation forward and challenged them to either revolutionize the PUMATrac App or to merge the worlds of gaming and football.

Photo, Video Credits: Blanca Mendelez, Andi Mährlein/ PUMA