PUMA has announced plans to open a new creative hub, the PUMA Studio, in the heart of Hollywood, Los Angeles, by early 2025. Situated across the street from Netflix, PUMA is embedding itself in the epicenter of entertainment and creativity. The location is symbolic, reflecting PUMA's ambition to be at the crossroads of sports, music, and entertainment.
“Opening our PUMA Studio in LA is an important strategic move for us, as we seek to elevate our business in the United States,” said Arne Freundt, Chief Executive Officer at PUMA. “Our new home will allow us to attract the best talent in one of the most vibrant and creative cities globally to create great product propositions for the US market.”
The PUMA Studio is set to be a marquee brand housing top designers and marketers, aiming to foster creativity and innovation. The studio will serve as a creative space that brings PUMA's design and marketing teams closer to the most influential communities and celebrities. This proximity is expected to inspire products and campaigns tailored for the strategically important U.S. market, making the studio a key player in PUMA's global strategy.
One of the most intriguing aspects of the PUMA Studio is its commitment to exclusivity and innovation. It will feature a bespoke space for VIP clients, offering exclusive access to PUMA's upcoming products. This approach not only enhances the brand's prestige but also directly links PUMA's innovations and its most influential ambassadors in music and entertainment.
Moreover, the PUMA Studio is expected to complement PUMA’s existing global and regional product teams located in Somerville, Massachusetts. This synergy between the teams will undoubtedly lead to the birth of groundbreaking ideas that can propel PUMA to new heights in the competitive sportswear market.
