How Puma uses technology to redefine the in-store experience

Geoffrey Precourt

"Two-and-a-half-years ago, we had a question we wanted to answer, looking at our retail spaces in particular," Adam Petrick, Puma AG's senior global head of brand management, told the Association of National Advertisers' (ANA) Mobile Marketing Conference. "We were selling sneakers, we were selling apparel, and we were selling stuff, but the spaces, in themselves, were just stores. So we started asking ourselves this question: 'How can the stores be a little bit more like our brand?'"

The brand had undertaken the 'Joy of Sports' repositioning program that scooped Grand Prix honors at the 2011 Jay Chiat Strategy Awards. It now had a playful, fun positioning. Just as it's always been, it was a sneaker you could wear for track-and-field competition. But it also was a shoe you could use for playing darts, shooting, pool, or just hanging out.