As a US-based regional team with headquarters in Germany, we often encounter challenges in applying global creative directives that lack regional relevance. Different cultural influences can shape consumer preferences differently across continents, even within the same subject matter.
To bridge this gap, I initiated "Regional Creative Direction" for Puma Americas' Sportstyle Footwear team, tailoring global creative directions to be more regional-relevant through a variety of research methods including consumer behavior science, field studies, and market analysis. We have expanded its framework to encompass Design, PLM, and Development. Our goal is to maximize and leverage diverse resources and perspectives, ensuring a cohesive and assertive regional stance that resonates through distinct and relevant product narratives.
A key example from our Autumn/Winter 2023 season is our focus on Motorsport—a significant theme in both Europe and the Americas. Our project, Motosynthesis, exemplifies the implementation of our Regional Creative Direction, tracing a full journey from research to product development.
