PUMA elevates the digital experiences for every athlete

Refinements led by AIOPSGROUP, a valantic company, ensured PUMA’s digital storefronts work better for all customers. The enhanced performance reflects a shared commitment to accessibility, inclusivity, and compliance with regulations such as the European Accessibility Act (EAA) in the EU and the Americans with Disabilities Act (ADA) in the United States.

About PUMA SE

PUMA is a globally recognized leader in sportswear, combining athletic performance with bold design across categories including football, running, motorsport, and lifestyle. Operating in over 120 countries, PUMA maintains a complex and highly scalable digital ecosystem, serving customers across Europe, the United States, and other global markets.

With increasing regulatory scrutiny around digital accessibility – including enforcement under the European Accessibility Act (EAA) in the EU and the Americans with Disabilities Act (ADA) in the US – PUMA continues to invest in accessible, inclusive, and legally compliant digital experiences for all users.

The brief

PUMA continuously invests in improving customer experience across its global digital channels. In response to the enforcement of the EAA in Europe and growing ADA enforcement in the US, PUMA partnered with AIOPSGROUP, a valantic company, to strengthen accessibility across its digital storefronts.

The initiative focused on:

Ensuring alignment with WCAG 2.2 AA as a common compliance baseline for both EAA and ADA
Identifying and resolving accessibility barriers across critical customer journeys
Supporting development teams with efficient remediation and verification
Establishing a sustainable, proactive approach to accessibility beyond one-time audits

The solution

AIOPSGROUP, a valantic company, supported PUMA through a multi-phase accessibility engagement covering EU and US storefronts.

The work began with comprehensive accessibility audits, combining manual testing with assistive technologies and automated scans. Audits targeted key interaction patterns and components such as modals, radio groups, carousels, navigation menus, and checkout flows – across both mobile and desktop.

Working within PUMA’s SFRA framework, improvements were designed to respect the shared global architecture while enabling efficient rollout across regions. All remediation efforts were aligned with WCAG 2.2 AA, supporting compliance with both EAA and ADA requirements.

Key techniques included:

Semantic HTML and ARIA best practices
Improved DOM focus management and screen reader support
Cross-device and cross-browser accessibility consistency
Sprint-optimized delivery with minimized disruption to development workflows

Following remediation, AIOPSGROUP conducted structured retesting and verification cycles to confirm that identified issues were fully addressed.

To support long-term accessibility at scale, PUMA also introduced real-time, AI-based accessibility monitoring. This enables proactive detection of regressions and new accessibility issues as the platform evolves, helping teams stay compliant over time rather than reacting to issues after release.

The results

Within six weeks of the initial engagement, PUMA delivered measurable and verifiable improvements across its digital platforms:

100% WCAG 2.2 AA compliance across audited templates
86 accessibility refinements implemented across key customer journeys
3.5x faster resolution of accessibility-related tickets
72% improvement in keyboard navigation QA success rate
Support for four major screen readers across mobile and desktop

Beyond initial remediation, continuous AI-based monitoring significantly reduced the risk of future accessibility regressions, strengthening PUMA’s long-term compliance posture across both EU and US markets.

These results position PUMA not only as compliant with EAA and ADA requirements, but as a leader in delivering accessible, scalable, and high-performance digital experiences globally.

For brands operating globally, accessibility is no longer just a regulatory requirement – it is a critical component of risk management, customer trust, and digital excellence.

Slavy Slavov

VP Delivery and Accessibility Consultant

Slavy Slavov brings over 25 years of experience in software and consulting, with a decade-long focus on accessibility innovation and investment. He has managed global teams across the USA, Europe, and Asia, focusing on optimizing engineering processes to integrate accessibility into core development and QA cycles. With a strong technology background, Slavy advises on WCAG compliance and assistive technologies while collaborating closely with design and engineering teams. He believes brands must be proactive, noting that “one day you ski; the next, you are in a wheelchair… life changes quietly”.

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