PUMA opens new creative center Studio48 to promote design excellence and elevate the brand

PUMA

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Sports company PUMA has opened Studio48, a new creative center at its headquarters in Herzogenaurach, Germany, where its designers and creatives can come together to freely develop new ideas and create concepts for new performance and sport style products and campaigns. Studio48 is part of the company’s strategy to create sustainable growth by strengthening the brand.

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Covering an area of more than 500 square meters, Studio48 will have a 3D printing facility, leather and textile sewing machines, a printing and embroidery facility, a product testing area, a photo studio and a meeting room to bring designers in contact with each other. They work in different departments and welcome external creatives to work on new products and campaigns.

As part of PUMA’s brand enhancement strategy, the company will strengthen its credibility in the field of sports performance by developing products that perform at the highest level, but also infuse this sports DNA into its sportstyle offering with a unique design language.

“With the new Studio48, we are creating a significant tool to improve the excellence of our designs and highlight the brand,” said Heiko Desens, Vice President Creative Direction & Innovation at PUMA. “While many of our products are created digitally, Studio48 will be a space for a different kind of creativity, where our designers from different departments brainstorm together, share best practices, learn about new materials and the products they want to make , touch and feel.”

While Studio48 can be used year-round by the company’s designers and creatives, the space will also play an important role in hosting external partners or bringing together PUMA’s global design community for workshops and events.

As part of the opening event in December, PUMA hosted a workshop at Studio48 by US upcycler Nicole McLaughlin, who presented her vision on circularity. The event was attended by PUMA designers from all product categories from several of the company’s global locations.

Earlier this year, PUMA announced that it would also open a creative space in the Hollywood district of Los Angeles to inspire products and campaigns for the strategically important US market.

PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For more than 75 years, PUMA has tirelessly advanced sport and culture by creating fast products for the world’s fastest athletes. PUMA offers high-performance and sports-inspired lifestyle products in categories such as football, running and training, basketball, golf and motorsports. It works with renowned designers and brands to bring sports influences into street culture and fashion. The PUMA Group includes the brands PUMA, Cobra Golf and stichd. The company sells its products in more than 120 countries, employs around 21,000 people worldwide and has its headquarters in Herzogenaurach, Germany.

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