Despite its strengths, Puma faces key challenges that impact growth and customer loyalty. The brand has struggled to keep pace with trendsetters like Nike and Adidas, often reacting late to innovations such as athleisure and digital fitness tech. This lag has contributed to high customer switching rates, as trend-driven consumers seek the latest and most stylish offerings elsewhere. Additionally, while Puma is known worldwide, its market presence in regions like Africa and Southeast Asia remains limited, partly due to a lack of culturally resonant marketing. Threats from niche, sustainability-focused brands and shifting consumer expectations for ethical sourcing and transparency also pose competitive risks. Nonetheless, Puma has clear opportunities to diversify its sports offerings—particularly in snow and outdoor sports and expand geographically to maintain momentum and relevancy in a dynamic industry.
Puma is a globally recognized sportswear brand known for its strong brand identity and wide appeal across sports and fashion. With 94% brand recognition in the U.S. alone, Puma leverages a powerful mix of iconic branding and strategic celebrity endorsements—ranging from elite athletes like Usain Bolt and Neymar to cultural influencers like Rihanna and Jay-Z. The company's mission is "to be the fastest sports brand in the world," while its vision is to bring inspiration and innovation to every athlete. Core values such as authenticity, innovation, and collaboration drive Puma’s strategy, alongside taglines like "Forever Faster." Puma's expanding product lines span performance gear, casual footwear, and lifestyle apparel, with plans to grow into winter sports and accessories. Through strategic sponsorships of global events like the FIFA World Cup and a growing presence in emerging markets, Puma continues to strengthen its international footprint.
Concept Development Sketches
Final Logotype & Logomark
Without changing Puma’s brand, we simply added an extension catering to a snow sports. This widens Puma’s demographic into a territory its competitors have not charted yet. Taking the original Puma logo and connecting the letter U and M to create a sleek and modern form. With this refresh we stuck with the roots and kept the iconic puma in the design. Adding edge that encompasses the thrill of winter sports, mimicking the shapes of the mountains and the claws of a puma. The letter P of the logo can be isolated in the brands logomark. This allows the identification of the brand when there is limited space.
Refreshed Color Palette
Product Concepts
