Marketing Ecosystem

PUMA and Viget set out to revamp and unite diverse sites under not only one site, but under one brand. Thinking globally, from audiences to content, we’ve incorporated innovative visual and technical solutions that are flexible enough to grow and change along with the brand.

PUMA and Viget initially joined forces to unify several independent sites that existed disparately across the web. We created robust templates that allow for “skinned” views across PUMA.com, individual categories and various content types. This creates a consistent user experience across the entire site while increasing development efficiency for new sites. By digging into individual categories first, we gained valuable insights into the unique challenges PUMA faced and have launched about a dozen category sites along with PUMA.com.

Each category site includes global PUMA branding and consistent navigation and is managed through the custom-built CMS, which maintains a consistent experience across all PUMA.com properties. Homepages can be fully customized outside of the templated layout, enabling the site to flexibly support brand campaigns, media spends, and individual marketing category needs. Category managers can be assigned category-based CMS permissions, giving PUMA managers independence and an efficient process to manage cross-category content.

We developed a custom content management system using Ruby on Rails to give PUMA flexibility in managing PUMA.com and its category sites from all corners of the globe. The CMS enables content (like products, news, media, events, athletes, and teams) to be easily added and maintained across main PUMA.com, category sites, and campaign landing pages.

Managers can define regions within the CMS and target content by regions, giving visitors across the world a tailored, localized online experience. Extensibility has remained key, as the CMS integrates with systems like PUMA’s product inventory manager to bring real-time product data to each site, a Storefinder to help visitors find nearby PUMA stores, and a third-party language translation tool.

From product launches, sporting events, to sustainability efforts, PUMA has a constant flow of campaign initiatives that need a web presence on PUMA.com. With each campaign varying in scale, we’ve created a range of options to support campaigns of all sizes. PUMA can leverage global and region-specific campaigns through CMS functionality like homepage panels, promotional sub-panels, sweepstakes, and surveys. We’ve launched custom-designed landing pages alongside the categories that use the CMS to curate and manage campaign-specific content. And for the boldest of campaigns, like Red Tuesday, that calls for a PUMA.com homepage takeover.

The PUMA mobile effort began as a phased approach, starting with bringing a valuable piece from the web site to mobile users -- the Storefinder. The mobile Storefinder gives users the functionality to search for nearby PUMA stores based on their location and relies on a simple user interface to help users easily find key information about PUMA stores. The PUMA mobile experience also showcases CMS-driven content from PUMA.com and each of the categories. The visual design and user experience for mobile remains consistent with PUMA.com and leaves the door open for growing future PUMA initiatives.