More than a year after Kering’s board of directors voted to shed Puma to focus on its luxury sales, the activewear brand continues to grow through its investments in technology and celebrity partnerships.
In the past year or so, the company has enlisted Jay-Z as its creative director and launched the Clyde Court #REFORM sneaker to assist rapper Meek Mill’s criminal justice reform efforts and Olympian Tommie Smith’s universal equality advocacy.
Puma has also stepped up its technological capabilities in its products and advertising. Earlier this month, the company introduced a geo-targeted out-of-home (OOH) campaign, which displayed ads programmatically to screens on top of taxis and ride-share vehicles. Back in February, the company debuted its training shoe that can tie itself.