Inside Puma’s New Creative Hub in Germany: 3D Printing, Product Testing and More
Puma Group is opening another space dedicated to incubating design and innovation.
The German sportswear brand said it has opened Studio48, a new creative hub in its Herzogenaurach, Germany headquarters focused on developing products and campaigns across several categories, including sportstyle and performance. The 5,300-square-foot space will include a 3D printing facility, sewing machines, product testing space, a photo studio and meeting space for internal and external creatives.
Studio48 will also host global design meetings and workshops as necessary. To celebrate the opening, Puma recently hosted a workshop featuring US-based upcycler Nicole McLaughlin alongside Puma designers from across the globe.
“With the new Studio48 we are creating a significant tool to enhance the excellence of our designs and elevate the brand,” said Heiko Desens, Puma’s vice president creative direction and innovation. “While many of our products are created digitally, Studio48 will be a space for a different kind of creativity, where our designers from different departments can brainstorm together, exchange best practices, experience new materials and touch and feel the products they want to make.”
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Earlier this year, Puma said it would open a similar creative space, named Puma Studio, in the Hollywood area of L.A. in early 2025. According to Puma, the new facility will bring its design and marketing teams closer to “the most influential communities and celebrities” in order to “inspire products and campaigns for the strategically important U.S. market.”
In November, Puma reported that third quarter revenues fell 0.1 percent to 2.31 billion euros. When adjusted for currency effects, sales were 5 percent up. As executives explained, Puma’s challenges have included currency headwinds, rising freight costs and weak consumer demand in China. Between July and September, the German sportswear brand grew the most in the Americas, with 11.4 percent growth. North American sales grew 6.1 percent, currency adjusted, and Latin America 20.4 percent.
