BUILDING PERFORMANCE CREDIBILITY FROM THE SHOP FLOOR
Redefining puma’s performance retail experience
While Puma already held strong recognition within lifestyle and fashion spaces across the region, the brand was looking to strengthen credibility within the performance category - particularly at retail level, where customer conversations ultimately shape purchasing decisions.
Traditional retail training models often relied heavily on presentations, product decks, and passive learning formats that struggled to create long-term engagement with store teams.
Puma approached F31 to rethink what a modern staff advocacy program could look like: creating a more interactive, experience-led approach capable of improving product confidence, customer experience, and overall understanding of the brand’s performance innovation across retail environments.
The challenge was clear: build belief in performance from the shop floor outwards.
F31 developed a retail-first advocacy strategy designed to make product education more engaging, memorable, and culturally relevant for store teams across the region.
At the centre of the approach was a dedicated B2B retail tech rep program focused on improving both technical product understanding and customer interaction at point of sale.
Rather than relying solely on presentations, we built a rolling three-month engagement program combining interactive workshops, style labs, Q&A sessions, and hands-on product experiences that allowed retail staff to engage with the technology in a more practical and human way.
To further increase retention and participation, F31 designed custom retail-first flashcards that transformed technical product learning into a gamified experience, making performance knowledge easier to understand, remember, and confidently communicate on the shop floor.
The result was a noticeable uplift in awareness, engagement, and sentiment surrounding Puma’s performance category, helping strengthen the brand’s positioning alongside wider regional marketing efforts.
