mobile logo

Puma product customization

Consulting

PUMA’s amplified product customization scores goals in the hearts of football lovers

Puma solidifies business growth with enhanced productivity and efficiency of internal teams for customized Puma jerseys, shoes, and bags.

About Puma SE

Puma is one of the world’s leading sports brands. In the course of more than 70 years, PUMA has made history as a creator of fast product designs for the fastest athletes on the planet: Puma enhances sports such as football, running, and training, golf, basketball, and motorsports with performance and sport-inspired lifestyle products. Headquartered in Herzogenaurach, Germany, PUMA’s more than 13,000 employees push sports and culture forward in more than 120 countries.

Puma’s Mission, Forever Faster, is more than being quick. It is Puma’s mantra. It is more than 70 years of fast products for fast athletes. Puma aims high, and when they score goals, Puma aims even higher. All to achieve one thing: to be the Fastest Sports Brand in the World. Currently, Puma operates 20+ online sites supported by the Salesforce Commerce Cloud and Magento Adobe platform.

a dynamic multimedia presentation of customizable football jerseys. In the top left, there's a vivid scene with five AC Milan players in their iconic red and black striped jerseys, underscored by dramatic red lighting, suggesting intensity and passion. Adjacent to this is a digital collage showcasing the customization options available on various devices: a smartphone, tablet, and desktop, illustrating a black and red striped jersey that can be personalized with a name and number. In the bottom portion of the image, various national team jerseys by Puma, including those of Italy and Switzerland, are displayed, highlighting the range and diversity of options available for customization. The Puma logo is prominently featured, emphasizing brand identity across different platforms and products
a dynamic multimedia presentation of customizable football jerseys. In the top left, there's a vivid scene with five AC Milan players in their iconic red and black striped jerseys, underscored by dramatic red lighting, suggesting intensity and passion. Adjacent to this is a digital collage showcasing the customization options available on various devices: a smartphone, tablet, and desktop, illustrating a black and red striped jersey that can be personalized with a name and number. In the bottom portion of the image, various national team jerseys by Puma, including those of Italy and Switzerland, are displayed, highlighting the range and diversity of options available for customization. The Puma logo is prominently featured, emphasizing brand identity across different platforms and products

The brief

Puma established itself as a global sports brand through a focus on designing, developing, selling, and marketing footwear, apparel, and accessories.  However, the online product personalization process of creating new products in this category was not measuring up to the Forever Fast standards.

The efficiency and productivity of Puma’s internal teams working on football apparel customization were compromised. This coupled with the timing of PUMA signing a long-term partnership with Real Madrid and France national team star Raphaël Varane provided a prime opportunity to shift the focus and effort on future-proofing product customization. Puma reached out to AIOPSGROUP, a valantic company  to research, analyze and recommend the approach and solution to excel customer product customization experience as well as internal logistics and ROI for this product category.

The solution

AIOPSGROUP, a valantic company worked with the Puma team to collect and connect the needs of Puma’s internal and external customers. We understood the needs of the business and studied the very best that market has to offer. AIOPSGROUP reverse engineered the best of the breed solutions to enrich Puma’s requirements list. This, coupled with SFCC and Adobe recommendations allowed AIOPSGROUP consultancy to future-proof the product customization experience and life cycle. We evaluated a dozen of different technologies including 2D and 3D, ease of on-boarding and use of the new tool, and the total cost of ownership. Upon concluding the vendor selection analysis, we short-listed the top three vendors. AIOPSGROUP executed Demo, Q&A, and Proposal process with each of the vendors, to make a final recommendation to Puma for the best product personalization solution.

a composite view of customizable Swiss national football team Puma jerseys available for sale on an e-commerce platform. On the left, two male athletes wear the team's red and light blue jerseys, implying active engagement and showcasing the product in a realistic setting. Center and right sections of the image are devoted to an online shopping interface, displaying front and back views of the red jersey, which can be personalized with a name and number. The jerseys are detailed with the Swiss flag and the Puma logo. Close-ups of the jersey fabric, highlighting its texture and DryCELL technology for moisture management, accompany the interface. This presentation efficiently merges lifestyle and product-focused visuals to appeal to soccer fans and potential buyers.

The results

AIOPSGROUP Consultancy team executed product and vendor selection on behalf of Puma, to couple the industry reach and knowledge with Puma’s brand. We enabled visibility and solution recommendation with the minimum time spent ROI for Puma stakeholders. AIOPSGROUP continues to actively consult on Puma digital projects to assure customer experience and internal operations ROI and quality excellence.

“Big thanks and kudos to the AIOPSGROUP team! They give us a peace of mind and help us align our online performance with customer expectations!”

― Dylan Valade,

Head of Global eCommerce Technology

A portrait photo of Slavy Slavov
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”.

Key elements of modern development Previous
PUMA SFCC monitoring Next