Sports apparel and accessories brand Puma has unveiled Studio48, a creative hub within its global headquarters in Herzogenaurach, Germany.  

The 500m² workspace will facilitate the development of new ideas and concepts for new performance products and Sportstyle collections, alongside imaginative campaigns. 

Studio48 is equipped with a 3D printing lab, sewing machinery for textiles and leather, embroidery and printing setups, a product experimentation zone, a photography studio and collaborative spaces designed to synergise the talents of departmental designers and invite external creatives to participate.

The establishment of Studio48 aligns with PUMA’s ambition to reinforce its reputation in sports performance by delivering top-tier products.  

The initiative will infuse the brand’s sports heritage into its Sportstyle offerings through distinctive design narratives. 

PUMA creative direction and innovation vice-president Heiko Desens stated: "With the new Studio48, we are creating a significant tool to enhance the excellence of our designs and elevate the brand. 

"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." 

Studio48 is not only an asset for PUMA's in-house designers but also serves as an integral venue for hosting external collaborators and uniting PUMA’s global design community through workshops and events.  

Along with its inauguration in December 2024, Studio48 hosted a workshop led by Nicole McLaughlin, a US-based upcycling expert, who presented circular design principles.  

The event saw participation from PUMA designers across various product divisions from numerous international locations. 

In early 2024, PUMA disclosed plans to launch an additional creative hub in Los Angeles' Hollywood district. 

In March, the brand partnered with Google Cloud to deploy its data, analytics and AI solutions, aiming to enhance the online shopping experience globally.