Puma – Global Sportswear and Lifestyle Apparel Design
Between 2003 and 2008, I worked in-house as Senior Sportswear & Lifestyle Designer at Puma’s global headquarters in Herzogenaurach, Germany. Based in nearby Nuremberg, I led major design projects across men’s and women’s sports lifestyle collections, performance apparel, and exclusive vertical retail ranges. This role marked a pivotal chapter in my career, sharpening my skills in high-volume product development, premium design collaboration, and global team leadership.
Services Provided
- Concept research and trend forecasting
- Apparel design across menswear and womenswear
- CAD development and garment tech packs
- Collaborations and special capsule ranges
- Production and supplier communication
- Team leadership and global merchandising alignment
Key Design Projects
- Led the Puma Sports Leisure Team, managing three designers and an intern
- Created core basics and foundation ranges selling over 6 million units per season
- Designed full seasonal collections across sportswear, streetwear, knitwear, and outerwear
- Developed SMU (Special Make-Up) and Vertical Retail collections with exclusive SKUs for:
- Footlocker
- Intersport
- Decathlon
- Worked on premium collaborations with Neil Barrett, elevating Puma’s design reputation
Manufacturing & Commercial Impact
This role gave me hands-on involvement in every step from concept to production—ensuring creative ideas translated into scalable, commercially successful product. I collaborated closely with developers and suppliers to streamline manufacturing, particularly for rapid-response and quick-turnaround vertical retail models.
Outcome & Brand Value
My work helped Puma scale key lifestyle categories globally, blending performance with fashion-forward aesthetics. The vertical retail model I helped design became a core part of the brand’s business strategy. The scale, complexity, and creativity of this role shaped my future approach as both a designer and strategic thinker.
See more design projects on the Portfolio page or learn how I support fashion brands from design to manufacturing here.
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