Puma Product Customization


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.

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™ 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™ 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.

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