Puma Lab shop-in-shop at select Foot Locker stores in the southeast needed a refresh from an outdated design that was unique to Puma yet spoke to Foot Lockers’s discerning guest. These are the trend-setters. The style makers. And they look for expressive ways to show off their creativity.

We were asked to create an environment that felt authentic and raw yet stylish enough to elevate their premium feel. Bold, refined, authentic materials were utilized to create focus around key product stories allowing the product to be the palette.

Brand Design / Brand Strategy / Positioning / Store Concept / Logo Design / Experience Design / Environment / Visual Merchandising / Print


We repositioned the Lab to be a cool place to hang and shop the freshest gear from Puma. Elevated, flexible walls create focus for featured collabs with Rihanna or Alexander McQueen while other areas, like the Suede shoe wall, are permanent and hard working.

This new redesign has cemented PumaLab’s position and partnership with Foot Locker through increased sales, traffic and new shop-in-shop openings scheduled for the future.