About PUMA
PUMA is one of the worldâs leading sports brands: known for designing, developing, and marketing footwear, apparel, and other active-wear accessories. With a long-standing commitment to expand global operations and make insight-driven decisions, PUMA aims for high performance on both the track field and in the digital world.
The Challenge: Breaking the Speed Barrier
PUMAâs had three main goals: to scale globally, implement stronger personalization, and conduct tests in a timely manner that could keep up with growing business goals.
To accomplish this, Puma needed:
- Trustworthy Insights: A partnership dedicated to providing reliable, valuable information that could be easily shared.
- Scalability: A long-term investment in a tool that could grow alongside their global ambitions.
- Flexibility: The power to address friction points anywhere in the funnel without technical difficulties.
Since partnering with AB Tasty, Puma has built a single global CRO squad that punches well above its weight. With focused resources and a shared roadmap, the team has been able to iterate faster, launch validation tests with confidence, and build deeper expertise over time.
The Solution: One Squad, Global Scale
By partnering with AB Tasty, PUMA transformed its existing optimization journey: moving from small steps to big leaps towards a more cohesive global strategy.
“Since our partnership began, we’ve actually been able to scale globally. We now have a global CRO squad that we work together to implement and report on tests to a global audience.” â PUMA
Small Steps to Big Ideas
PUMA was passionate to learn more about testing and how small steps could create big shifts in experimentation. In turn, a major component of their growth in optimization was their newfound incentive to increase the amount of monthly tests. This was done in collaboration with AB Tastyâs platform, which offers no-code solutions to help teams test bigger, faster.
Leveraging AB Tastyâs suite of no-code and low-code widgets, PUMA was able to unlock new levels of cross-team collaboration. The result? A program that’s maturing month by month, with increasing test velocity, iteration and stronger, more reliable insights to show for it.
Teamwork Makes the Dreamwork
We love working with brands that view teamwork as an essential method to expand your expertise. PUMA embraced this value when they established a single, global squad to make the most of limited resources, build deeper expertise, and ensure a unified user experience across all regions.
The collective effort toward shared success didnât stop there. PUMA took optimization experience one step further by using the widget function to not only expand their CMS capabilities, but to take team-wide collaborative efforts to the next level. In turn, this unlocked greater success with content personalization.
Personalization by Page
PUMA embodied the idea of trying, testing, and learning as they noted several segments would perform differently according to the page type of category. To propel their optimization efforts forward, they realized refining their existing strategies were just as important as building new ones.
By using the advanced Segment Builder, PUMA targets users based on real-time browsing (e.g., gender-based targeting for users browsing Womenâs products). This “one-to-few” approach allows them to influence intent even when users are not logged in.
From Insights to Impact
Puma also shared their focus on methodical, data-based decision making alongside the product and analytics teams. This allowed for greater flexibility to test across the site and eliminate groups that could have an impact on more efficient testing in the future.
The Results: Analytics-Powered Agility
PUMA now moves with âInformation-Powered Momentum” â ensuring every recommendation is backed by clear user behavior insights.
From Test to Treasure: Tracking the ROI
Through a seamless GA4 integration, PUMA can credit their revenue to personalized content using the same models as their standard site content. This uncovers valuable clarity in how to navigate the ever-changing user experience and fresh ideas for future tests.
Find Your Better, Faster
After partnering with AB Tasty, PUMAâs team now breaks down their optimization tactics to be targeted to specific user groups. This includes comparing those who engaged with personalized content against those who didn’t, which can help to better understand the overall incremental boost â and what can be done to optimize and scale those results further.
One of the most powerful ways they put this analysis into action was through gender-based personalization. With the use of our platformâs segment builder and the ability to see which products men and women alike were browsing prior to purchase, PUMA saw exceptional success with gender-based personalization. Metrics such as on-page time, number of pages viewed, and more helped guide their strategy.
Building on these personalization insights, PUMA also refined their approach to how they manage their current campaigns. This is because clear exclusion groups and advanced prioritization matrices allow PUMA to run multiple campaigns simultaneously without overlapping or compromising the user experience.
“We focus our experimentation efforts where the data tells us to focus. Anywhere on the site where we can see a story that users are encountering pain points is a perfect opportunity for testing.” â PUMA
The Future: Speeding up for Success in 2026
PUMA isn’t slowing down. Their goal for 2026 is to continue increasing test volume and pushing the limits of whatâs possible.
By maintaining an organization-wide “intake portal” for test ideas, they have democratized experimentation, ensuring that the best insights can come from anywhere in the company.
PUMA plans to propel forward with:
- Cross-Team Collaboration: PUMA is dedicated to creating a creative space for not only their CRO Squad to share new, innovative approaches to personalization and experimentation â but for everyone to contribute to the brandâs growth. By allowing anyone at PUMA to submit potential tests, company-wide collaboration is no longer limited to specific teams.
- Product Team Approval: Closely working with both their product and engineering teams helps PUMA to safely implement experimentation and personalization plans that are both bold and functionally sound.
- Big Dreams to Bold Tests: Pushing past the limits of what they once believed was possible and delighted with the progress they have made so far, PUMA is ready to build upon their existing success. This includes using both the discoveries theyâve made so far and the enticing experiments yet to come.
As PUMA continues to push the boundaries of experimentation, their strategy highlights whatâs possible when experimentation is embedded across the entire organization.
With the right growth, your team can also take a step toward finding your better and unlocking the next phase of growth.
