A Bold Step with Puma and Formula 1

In 2023, Puma embarked on a groundbreaking collaboration with Formula 1, bringing the dynamic energy of motorsport to retail spaces across 16 locations, including flagship stores and retail partners like Shoe Palace and Macy’s. Stephen Gould played a pivotal role in bringing Puma’s vision to life, transforming ambitious design concepts into stunning, fully realized displays.

The Challenge

Executing a multi-location project of this scale and speed came with its share of challenges. Puma’s designs needed refinement to ensure they were not only visually impactful but also adaptable to diverse retail environments. The timeline was demanding—just two months to measure, design, produce, and install the displays. Adding to the complexity were logistical hurdles, including coordinating multiple teams, navigating heavy Las Vegas traffic during F1 preparations, and conducting overnight installations to minimize disruptions to store operations. Despite these challenges, the project was executed with precision, ensuring Puma’s vision was delivered flawlessly and on time.

The Solution

Stephen Gould executed the project with exceptional precision, mobilizing resources to meet the tight deadlines and unique challenges. Crews conducted on-site surveys across all locations to ensure accurate measurements and feasibility assessments. The team meticulously reworked Puma’s designs, tailoring them to fit the unique requirements of each retail space while addressing transport and electrical challenges. Throughout production, detailed trackers facilitated clear and transparent communication between Stephen Gould, Puma, and factory partners. A dedicated production manager with firsthand site knowledge oversaw the process, ensuring swift problem-solving and seamless execution.

Each installation showcased adaptability and craftsmanship. The centerpiece—a newly fabricated silver Puma cat display—quickly became a crowd favorite, perfectly capturing the sleek, dynamic aesthetics of Formula 1. Massive window graphics, illuminated fabric displays, and intricately crafted in-store setups brought the energy and excitement of the race to life, creating an unforgettable experience for shoppers.

The Result

Despite the challenges, the collaboration was a resounding success. The Puma x F1 displays captivated audiences, driving engagement and firmly establishing Puma’s presence in the competitive motorsport apparel market. Stephen Gould’s proactive approach, focused on flexibility and real-time problem-solving, ensured seamless execution from start to finish. This project reinforced Stephen Gould’s expertise in delivering large-scale, time-sensitive initiatives, building on the success of past ventures like the All-Star Assist project.

This bold collaboration not only showcased the ingenuity and adaptability of the Stephen Gould team but also laid the groundwork for future Puma x F1 activations, aligning with Las Vegas’ multi-year F1 contract and creating a foundation for continued innovation.

Building on the success of this collaboration, Puma and Stephen Gould teamed up again in 2024 to produce a new wave of F1 displays. These installations maintained the same level of precision and creativity, ensuring Puma’s vision was delivered flawlessly for another season of motorsport excitement.