Puma launches show design programme

Sportslifestyle company Puma launched its Creative Factory, a new shoe customization concept.

Customers now have a chance to put their creative savvy to work at the Puma Store at Linking Road here and make their very own sneakers from an assortment of materials and fabrics to make a one-of-a kind pair of Puma Creative Factory sneakers.

This will subsequently be taken to the Puma Stores at South Extension (New Delhi) and Garuda Mall (Bangalore).

Puma will provide all the needed tools to let consumers be the designer, including fabrics, materials and use of an Apple iPad for rendering the final design.

Customers start by choosing a footwear style ? either the Basket or First Round ? and then mix and match colors and fabrics to create a truly one-of-a-kind kick. ?Shoe creation is inherently a tactile, hands-on experience. If you look at the desks of Puma designers, they’re covered with books of material and sketches, but then they use various digital technologies to bring the shoe to life. That?s what we wanted to bring to our customers,? said Antonio Bertone, Chief Marketing Officer, Puma AG.

?Providing the raw materials combined with taking full advantage of cutting edge technology will give people a truly fun and authentic shoe-making experience,? said Bertone.

PUMA Creative Factory will become a permanent fixture at select PUMA Concept stores starting in December, with an online launch planned for early 2011 in selected markets. Once customers finalize their design on the iPad and pay for their creation, the order is sent to a production facility where the product is assembled.

Approximately 6 weeks after the order is placed, customers will be notified by email that they can pick up their one-of-a-kind pair of shoes in the Puma Store, said the company. Both styles are available in size UK 3 ? UK 12.