Case Study: PUMA

Challenge:

PUMA aimed to unify its brand identity and customer experience across 120+ retail locations in the U.S. and Canada. However, physical store formats varied widely from outlet malls and indoor centers to historic buildings and flagship stores. Standard screen mounts didn’t fit these environments, and ceiling heights and window placements differed at nearly every site. PUMA also needed support for event-driven digital content, such as livestreams, athlete appearances, and branded broadcasts, all while keeping costs and disruption low.

Solution:

Gable developed custom telescoping mounts to accommodate each store’s unique ceiling height and structural layout. This approach preserved visual consistency, even in locations with significantly different building conditions. In stores where mounting wasn’t feasible, Gable provided alternate hardware or layout solutions, always in alignment with PUMA’s premium aesthetic.

On the content side, while PUMA’s internal team managed most of the programming, Gable ensured compatibility with PUMA’s Samsung MagicInfo CMS, enabling more robust and reliable experiences.

It was also important to PUMA that the communication not be one-way. They wanted interactive, engaging experiences that allowed customers to participate in the brand story; not just receive it.

Many retail media networks focus solely on advertising and revenue. PUMA aimed to go further by building genuine connections with their audience. They didn’t just want to deliver messages; they wanted to spark engagement. Gable helped bring that vision to life by combining dynamic brand content with equally dynamic customer interaction. These experiences included:

Live-streamed soccer team calls from Europe
Formula 1 racer introductions with synchronized video backdrops
Coast-to-coast fitness broadcasts and VIP events
Integrated backlit lightboxes and interactive displays in select flagship stores

Gable also designed, engineered, and custom-fabricated a unique, interactive shoe shelf. When a shoe is placed on the shelf, it triggers dynamic video content and product information, creating a seamless blend of digital storytelling and physical retail.

Results:

PUMA now enjoys a unified and modern in-store digital experience that matches its global brand standard, even in architecturally challenging environments. Shoppers engage with content that’s immersive and memorable, while store managers benefit from a robust and flexible technical infrastructure. The system is easily scalable, maintainable, and adaptable for future campaigns or retail expansion.