Puma’s Innovative Approach to Emerging Technologies: A Look at the Brand’s Latest Ventures

Puma, the iconic sports apparel brand, is not afraid to embrace new technologies to stay ahead of the game. From launching a Roblox experience to experimenting with NFTs and augmented reality, Puma is constantly pushing boundaries. Most recently, the company introduced a generative AI tool that allows fans to design kits for Manchester City.

Ivan Dashkov, Puma’s head of emerging marketing tech, is leading the charge in exploring these emerging technologies. He believes that innovation is key to staying relevant in the fast-paced world of sports apparel. Dashkov, who has a background in social media, compares the current landscape of emerging technologies to the early days of social media, predicting that these new programs will become dominant forces in the future.

One of the challenges for Dashkov is determining where to invest resources and identifying the next big thing in technology. By keeping a close eye on trends and listening to consumer feedback, Puma was able to identify opportunities like the Roblox platform and generative AI tool.

The launch of the generative AI tool was driven by two key insights: the importance of sports fans’ connection to their favorite team’s kit and the popularity of customization among consumers. With AI, Puma can now offer a scalable solution for fans to design their own kits, regardless of their location.

Overall, Puma’s commitment to innovation and willingness to embrace new technologies sets them apart in the competitive sports apparel industry. By staying on the cutting edge of technology, Puma is ensuring that they remain a leader in the market.