Youth Engagement with Puma
Style and functionality stand out as the top reason for resonance with Puma's collections
They've got cool designs that stand out, and their gear works well for my cheerleading.
— 21-year-old female college cheerleader from Orlando, FL, who appreciates stylish yet functional sportswear.
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51% of consumers want Puma to focus on style and design improvements
Well, for starters, they could collaborate more with local artists from Brooklyn. Like, imagine a Puma line with designs inspired by the street art around here, or even better, actual pieces from local artists. And not just any artists, but those who are really pushing the boundaries. Also, the materials could be more eco-friendly, you know? It's a big thing in the art community here, and it would make the collections feel more authentic and connected to the culture.
— 21-year-old female art student from Brooklyn, NY, who blends creative, artsy fashion choices with sporty apparel.
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44% of participants prefer Puma collaborations in art and culture
Absolutely! I'd love to see Puma teaming up with artists like Swoon or even FAUST. They're both from Brooklyn and their work could really transform Puma's collections into something that feels truly connected to the local art scene. And not just limited edition stuff, but ongoing collaborations that evolve with the art scene here.
— 21-year-old female art student from Brooklyn, NY, who blends creative, artsy fashion choices with sporty apparel.
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Nearly all participants (98%) feel valued by Puma with personalized features.
Yeah, that could be cool. Like, if Puma offered a way to customize their pieces with elements from the local art scene, that would definitely make me feel more connected to the brand. Maybe something where I could choose the artist or the theme for my outfit, or even have my own designs printed on their gear. It would be a way to really make the clothes my own, you know?
— 21-year-old female art student from Brooklyn, NY, who blends creative, artsy fashion choices with sporty apparel.
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Most participants appreciate custom colors and designs from Puma
I'd dig if they had a platform where I could design my own sneakers, you know? Like, picking out the colors, maybe even adding a little logo or something that represents my music. And if they could link that to an app where I could see how my design looks on different models, that'd be tight.
— 22-year-old male music producer from Austin, TX, who incorporates popular youth culture into his beats.
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Participants praise Puma's efforts in youth culture engagement with 7 mentions of authenticity and collaboration
Puma's really doing a great job with youth culture. They're not just making clothes; they're creating a lifestyle that resonates with us. Keep up the good work, Puma!
— 19-year-old female college first-year student from Houston, TX, who is passionate about yoga and athleisure.
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Summary
We spoke to 50 respondents to understand their perspectives on Puma’s engagement with youth culture. Key findings reveal strong appreciation for Puma’s fusion of athletic and streetwear styles, a desire for increased personalization options, and enthusiasm for collaborations with artists and niche communities. While 62% of participants resonate with Puma's collections, others pointed to gaps in uniqueness and modernity, urging fresh designs and stronger alignment with current trends. Respondents consistently valued personalized features like custom colors, designs, and fits, fostering deeper emotional connections. This report explores these themes, offering actionable insights to bolster Puma’s relevance and resonance with younger audiences, ensuring the brand remains both innovative and culturally authentic.
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Research Methodology
10 minutes AI-moderated qualitative interview
Data Collection Period
24 hours
The majority of participants praised Puma's ability to blend athletic and streetwear styles, aligning well with youth culture and their active lifestyles. Many highlighted the brand's stylish, functional designs and collaborations with artists and athletes, reinforcing its strong appeal. However, a notable minority expressed dissatisfaction, pointing out outdated designs, lack of uniqueness, and a failure to resonate with their personal style or current trends. Overall, Puma's collections largely resonate with participants but exhibit areas for improvement to fully connect with broader audiences.
Resonates with puma collection
Sample Size (N) = 50
Participants resonate with Puma's collections primarily for their stylish and functional designs, which blend athletic and streetwear elements seamlessly, appealing to both active and urban lifestyles. Many highlighted the alignment with youth culture, citing the brand's trendy aesthetics, comfort, and relevance to activities such as skateboarding, soccer, yoga, and campus life. This fusion of practicality and style fosters a strong personal connection, showcasing why Puma stands out as a preferred choice among its audience.
They've got cool designs that stand out, and their gear works well for my cheerleading.
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— 21-year-old female college cheerleader from Orlando, FL, who appreciates stylish yet functional sportswear.
Reason for resonance
Sample Size (N) = 44
The respondents consistently praised Puma for its stylish and functional designs but emphasized the need to enhance style and design further. Many highlighted the appeal of personalized features such as custom colors, fits, and unique designs to strengthen customer connections. Collaborations with artists, emerging designers, and niche communities like skate culture and yoga were also suggested to improve authenticity and relevance. Moreover, keeping designs fresh, authentic, and vibrant while listening to youth preferences were recurring themes in the responses.
Well, for starters, they could collaborate more with local artists from Brooklyn. Like, imagine a Puma line with designs inspired by the street art around here, or even better, actual pieces from local artists. And not just any artists, but those who are really pushing the boundaries. Also, the materials could be more eco-friendly, you know? It's a big thing in the art community here, and it would make the collections feel more authentic and connected to the culture.
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— 21-year-old female art student from Brooklyn, NY, who blends creative, artsy fashion choices with sporty apparel.
Improvement suggestions
Sample Size (N) = 47
Participants expressed strong interest in Puma collaborating with artists, especially street and local artists, as well as creatives from music, skate, and yoga communities. Respondents favored partnerships grounded in cultural authenticity, such as collaborations with underground art, youth culture, and performance-driven athletes. Unique and artistic designs, tied to cultural elements like graffiti, urban art, and music festivals, were highly praised as desirable collaboration types. Tech-focused innovations and eco-friendly collaborations also emerged as intriguing options but were less dominant compared to the overwhelming preference for art and cultural themes.
Absolutely! I'd love to see Puma teaming up with artists like Swoon or even FAUST. They're both from Brooklyn and their work could really transform Puma's collections into something that feels truly connected to the local art scene. And not just limited edition stuff, but ongoing collaborations that evolve with the art scene here.
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— 21-year-old female art student from Brooklyn, NY, who blends creative, artsy fashion choices with sporty apparel.
Preferred collaboration types
Sample Size (N) = 50
Participants consistently value personalized features, such as custom colors, designs, and fit options, which enhance their connection with Puma. They appreciate the flexibility to customize products like sneakers or apparel, with options like initials and unique artwork, and find such features a significant factor in feeling valued by the brand. Many respondents highlighted the emotional connection and individuality that personalization fosters, making it a critical feature in their engagement with Puma's offerings.
Yeah, that could be cool. Like, if Puma offered a way to customize their pieces with elements from the local art scene, that would definitely make me feel more connected to the brand. Maybe something where I could choose the artist or the theme for my outfit, or even have my own designs printed on their gear. It would be a way to really make the clothes my own, you know?
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— 21-year-old female art student from Brooklyn, NY, who blends creative, artsy fashion choices with sporty apparel.
Interested in personalized features
Sample Size (N) = 50
Participants frequently expressed strong interest in personalized features offered by Puma, notably customizing shoe colors, adding unique designs like graphics or initials, and tailoring fits. Many valued the ability to enhance individuality through creative customization options, linking these features to deeper brand loyalty and personal connection. Custom colors and design options were the most lauded, while recommendations involving tailored fits or smart gear integration were less commonly mentioned but still appreciated in specific contexts. This reflects a prevalent engagement trend for creative and self-expressive personalization in Puma's offerings.
I'd dig if they had a platform where I could design my own sneakers, you know? Like, picking out the colors, maybe even adding a little logo or something that represents my music. And if they could link that to an app where I could see how my design looks on different models, that'd be tight.
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— 22-year-old male music producer from Austin, TX, who incorporates popular youth culture into his beats.
Appreciated personalized features
Sample Size (N) = 50
Participants consistently highlighted Puma's strong connection with youth culture through its blend of authenticity, trendsetting designs, and collaborative efforts with artists and athletes. Many respondents appreciated Puma's stylish, functional collections that resonate with urban and active lifestyles. Collaborative initiatives, particularly with local talent and influential figures, were frequently mentioned as a key strength in enhancing Puma's appeal. Additionally, personalization and community-focused engagements were consistently noted as significant aspects deepening Puma's connection with its youth demographic.
Puma's really doing a great job with youth culture. They're not just making clothes; they're creating a lifestyle that resonates with us. Keep up the good work, Puma!
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— 19-year-old female college first-year student from Houston, TX, who is passionate about yoga and athleisure.
Closing thoughts on engagement
Sample Size (N) = 50
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