Product development and design
PUMA's product development and design process is an important part of the company’s strategy to establish itself as a Top-3 global sports brands.
With products that impress both on and off the pitch, PUMA focuses on performance and extends sports-inspired designs to its Sportstyle collections.
PUMA's product approach is based on three pillars: innovation, archive and franchises, with a strong focus on the categories of Football, Running, Training and Sportstyle Prime & Select. By streamlining its portfolio and reducing the number of new items introduced each season, PUMA can focus even more strongly on these core areas and strengthen their impact.
In Performance, PUMA is relentlessly driving innovation forward to develop the fastest products for the fastest athletes. A good example of this is PUMA’s running technology NITRO™, which has received very positive feedback from experts, athletes, retail partners and the media. PUMA is continuously developing its running franchises and in 2025 introduced new versions of the Velocity NITRO™ 4, a running shoe for daily training, and its elite performance shoe Fast-R NITRO™ Elite 3, which was developed in close collaboration with top athletes. PUMA is convinced that the achievements of its athletes in prestigious marathons such as Boston, London and New York, as well as external recognition in the media – TIME named the Fast-R NITRO™ Elite 3 one of the "Best Inventions of 2025" – further underscore the performance capabilities of this technology.
PUMA's Training product range includes Apparel featuring innovative technologies such as CLOUDSPUN and SHAPELUXE. CLOUDSPUN is a high-quality, ultra-soft stretch fabric that adapts to the body and ensures unrestricted freedom of movement while keeping athletes comfortable and dry. SHAPELUXE was developed for form-fitting pieces that feel like a second skin, yet still offer high performance in any workout. As part of the expansion of its partnership with HYROX, the World Series of Fitness Racing, PUMA is developing products that are specifically tailored to the needs of athletes in this multidisciplinary sport.
In Football, PUMA is continuously optimising its iconic franchises and has launched improved versions of the ULTRA 6 football boots, designed for the fastest players, and the FUTURE 9, designed for creative playmakers, in 2025. To meet the needs of female players, PUMA has significantly upgraded the women’s fit for its football boots: these boots now offer a snugger fit in the forefoot, a lower instep and additional arch support for the midfoot. On the Apparel side, PUMA also invests heavily in performance innovations. An important example is the ultra-lightweight ULTRAWEAVE technology, featured in the latest jerseys of the Portuguese national team.
In Sportstyle, PUMA draws on more than 77 years of brand history and its unique legacy in sport and sports culture, supported by one of the most extensive archives in the industry. One example of this fusion of heritage and innovation is the Speedcat, which firmly has its roots in motorsport and aligns perfectly with the low-profile trend. In 2025, PUMA also launched the Speedcat in new hybrid designs, such as the Speedcat Ballet, a ballerina silhouette, and the Speedcat Wedge, which features a concealed wedge heel and statement hook-and-loop straps.
