Puma Embraces Emerging Technologies
Puma may be a legacy brand, but it’s not afraid to test out new technologies. The company has been proactive in launching various initiatives to engage with modern consumers, including the recent introduction of a generative AI tool that allows fans to design kits for Manchester City.
Ivan Dashkov, Puma’s head of emerging marketing tech, emphasized the importance of continuous innovation. ‘A big part of this is just making sure that we are innovating,’ he stated. This reflects Puma’s commitment to staying on the cutting edge of technology as it integrates into daily life.
An Insightful Podcast Discussion
This week, Dashkov shared insights on the Modern Retail Podcast, discussing how Puma navigates the evolving landscape of technology and evaluates the success of new initiatives. His experience in social media has provided him with a unique perspective on emerging tech. ‘I was there for the early days of social at the NBA, and I kind of feel like it’s a very similar place now with these new emerging technologies,’ Dashkov remarked.
The Challenges of Emerging Technologies
Asserting the difficulty in determining where to invest resources, Dashkov noted, ‘A crazy thing that was happening with a lot of the executives at the company: they were asking their kids what they wanted for Christmas, and instead of saying like a toy, they were actually asking for Robux to spend in Roblox.’ This observation triggered Puma’s decision to explore the Roblox platform further.
The Generative AI Appeal
Puma acknowledges the growing consumer desire for personalized merchandise, asserting that generative AI is a pivotal innovation that allows users to create their own kits. ‘With AI, you can really scale that,’ he explained, emphasizing the accessibility this technology provides.
Future Prospects
Dashkov believes that the brands leveraging emerging technologies today will be the ones to dominate in the future. As Puma continues to innovate within the realms of AI and augmented reality, it sets a precedent for the rest of the industry.
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