We have developed a Puma soundtrack that includes a unique and hand-picked selection of street-credible genres, such as hip hop and R&B, iconic artists and music that fit the brand. Our AI-driven software ensures that the in-store soundtrack follows an ambitious musical dramaturgy and itinerary while remaining fresh by constantly including new music tracks.

To enable flawless playback of the music, each of the stores was equipped with the HearDis! Audio Player. This way, we can guarantee lossless sound quality and monthly playlist updates at all times. The device is plug & play and only requires an internet connection. In times when a sufficient connection is not available, we fall back on the built-in hard drive, which simultaneously stores all music tracks and broadcast schedules.

By having its own individual sound, Puma has taken its storytelling to the next level. In this case, the narrative becomes uniquely intimate as the sportswear manufacturer capitalises on a high degree of localisation: the HearDis! soundtrack for each store not only fits the brand, but also the nature of the space and the local music scene. As a result, each location can ensure a brand experience with its audience that feels authentic while underlying Puma's cultural relevance.