Puma to open creative hub ‘Puma Studio’ in Hollywood

Sports giant Puma announced on Monday plans to open a new creative hub in the Hollywood area of Los Angeles in early 2025. 

Dubbed Puma Studio, the space aims to bring Puma’s design and marketing teams closer to influential communities and celebrities, inspiring the creation of products and campaigns tailored specifically for the U.S. market. 

The move is part of Puma’s strategic priority to win in the United States. By tapping into the city’s rich ecosystem of creative professionals and innovators, the Puma Studio aims to play a pivotal role in crafting products and marketing activations that resonate with American consumers.

“Opening our Puma Studio in LA is an important strategic move for us, as we seek to elevate our business in the United States,” said Arne Freundt, chief executive officer at Puma. 

“Our new home will allow us to attract the best talent in one of the most vibrant and creative cities globally to create great product propositions for the U.S. market.”

In particular, the Puma Studio promises to provide an exciting environment where Puma’s product, design, and marketing teams can collaborate and bring their creative visions to life. Beyond its design and creative spaces, the studio will feature a bespoke space reserved for VIP clients to get exclusive access to Puma’s latest products.

The studio is expected to complement Puma’s existing global and regional product teams based in Somerville, Mass. The brand has already commenced recruitment efforts for talent to staff its temporary office location in LA.