Puma said the decision to open a creative space in LA is a part of its “strategic priority to win” in the United States.

The brand believes that by tapping into the rich ecosystem of creative and innovative professionals in LA, its new Puma Studio will play an important part in creating products and marketing activations that resonate with US consumers.

Puma CEO Arne Freundt said: “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 US market.”

Freundt added: “Opening our PUMA Studio in LA is an important strategic move for us, as we seek to elevate our business in the United States.”

Puma explained it will complement its existing global and regional product teams located in Somerville, Massachusetts and it hopes the new studio will provide an exciting environment for its product, design and marketing teams to bring their creative ideas to life.

The studio will open in its new location early next year, however Puma said it has already started the recruitment process for its temporary office location in LA.

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Last month Puma said it achieved the reduction in emissions by doubling its use of renewable energy in 2023, compared to 2022.

In February Puma reported a 9.8% decrease in its group sales to €1.98bn ($2.15bn) for its fourth quarter (Q4) on the back of “extraordinary” devaluation of the Argentine peso, while an industry expert suggested reduced sportswear demand weighed on its FY23 sales, which rose by just 1.6%.