Puma has opened the doors to its new creative and innovation hub in Los Angeles.

Located in West Hollywood, the new two-story, 20,000-square-foot Puma Studio L.A. is part of the German company’s strategic priority to “win” in the U.S.

Designed to fuel the brand’s next era of innovation, Puma noted that the new studio is “more than just an office” and serves as a place where “design, marketing and culture collide.” It will also complement Puma’s existing global and regional product teams located in Somerville, Mass.

Maria Valdes, chief product officer at Puma, told FN that the opening “marks a pivotal moment” for the company — not just as a brand, but as a “creative force” in the U.S. market.

“With this space, we are establishing a new home for ourselves in one of the most culturally dynamic cities in the world,” Valdes said. “With Los Angeles set to host the most iconic sporting events over the next three years — World Cup, All-Star, Super Bowl, Olympics — this move is no coincidence. We are investing in the epicenter of sport and culture.” 

Tara McRae, president and managing director of Puma North America, added that the city’s blend of fashion, entertainment and cultural influence will put the brand “right at the heart” of where all three intersect.

“Through partnerships with L.A.-based creatives like A$AP Rocky, Salehe Bembury, Madhappy and Nahmias as well our Studio48 atelier serving as a launchpad for creative innovation,” McRae noted. “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.”

The moves comes as the brand looks to refuel excitement across the business. In second quarter 2025, Puma sales fell by 2 percent, in currency adjusted terms, to 1.94 billion euros.

At the time of the earnings release, Puma also made cuts to its guidance for the rest of the year.

Now the company is forging ahead with a new chapter under the direction of Adidas veteran Arthur Hoeld, who took on the role as chairman and chief executive officer on July 1.