I was working back east, around Princeton and elsewhere out there, and came to this new modeling for Puma.
I really like the floors, which seem like they are made of some kind of silvery slop, hardened. And there are other really strange materials as well — spongy stool coverings, triple thick plastics, cargo container for shipping the stores, that become POS, and the changing rooms; a new graphic language, then curious spreads to product — like PUMA | Ferrari.
I asked them about this:
We are not that kind of store — like Adidas or Nike, we support different kinds of athletes, like race car drivers and formula one, urban bikers, street soccer. They are assertively building out their own new sports and material culture.
And it’s possible then, for consumers to make this stride, their own story.
That’s what it’s about, right? Your brand is just that — personal, because you’ve made it your own.
tsg | queen anne