We have developed a Puma soundtrack that is being played in over 300 stores globally. The curated music includes a unique and hand-picked selection of street-credible genres, such as hip hop and r&b, iconic artists and music that fit the brand. Puma's strong collaborations with artists like Dua Lipa or Cordae, or sensitivities around explicit lyrics are taken into account to ensure that the music selection is aligned with the brand as well as local needs in the various locations around the globe. Our AI-driven software ensures that the in-store soundtrack follows an ambitious musical dramaturgy and itinerary while remaining fresh by constantly including new music tracks.

By having its own individual sound, Puma has taken its storytelling to the next level. In this case, the narrative becomes uniquely intimate as the sportswear manufacturer capitalises on a high degree of localisation: the HearDis! soundtrack for each store not only fits the brand, but also the nature of the space and the local music scene. As a result, each location can ensure a brand experience with its audience that feels authentic while underlying Puma's cultural relevance.