PUMA opens creative hub in LA

PUMA believes that a presence in Los Angeles will put the brand right at the heart of where US fashion, entertainment and cultural influence intersect.

German athletic apparel and footwear corporation PUMA has opened the doors to a new creative and innovation hub in West Hollywood, Los Angeles. The new two-story, 20,000 square foot facility was reportedly designed to encourage the company’s future innovations, and is said to be a place where design, marketing and culture collide. The new facility is intended to complement the company’s existing global and regional product teams which are located in the city of Somerville, Massachusetts.

According to Tara McRae, president and managing director of PUMA North America, LA’s blend of fashion, entertainment and cultural influence ‘will put the brand right at the heart of where all three intersect’. The company has forged partnerships with a number of Los Angeles-based creatives, including A$AP Rocky, Madhappy, Nahmias and Salehe Bembury to inspire innovation. “We’re not just showing up in culture, we’re building in it with the most influential tastemakers and communities shaping the future of sport, fashion and entertainment,” added Ms McRae.

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This article was originally published on page 4 of the November 2025 issue of SATRA Bulletin.

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