Though the smallest among sportswear giants, Puma has made a significant comeback in Europe and the US - success it hopes to repeat in Asia.
Innovative and creative advertising has been a cornerstone of Puma’s strategy. “We have an entrepreneurial culture where you can express your creativity - that’s not only a part of our advertising, but of our entire company,” Peter-Isenbuerger says.
Puma’s expansion strategy in Asia is centred on Greater China and Australia, and will focus on updating the perception of Puma in Asia to include both the brand’s sporting roots and its fashion elements.
