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Table of Contents Company Overview 3 7 Location Analysis Financials 8 10 Legal Issues Sales By Channel 11 13 Market Analysis 14 16 SWOT 17 18 Perceptual Map 19 Key Competitors 20 Target Customer 21 23 Expectations 42 Sales Forecast 57 34 Performance Measures 43 Product Assortment 58 Zoning Laws 35 New Persona 44 Human Resources 59 61 Local Trade Taxes Restrictions 36 Pop up Overview 46 Equipment Tech 62 63 Exterior Interior 47 51 Special Characteristics 65 67 Promotional Plan 68 73 Operational Plan 74 Sources 75 Location 25 33 37 38 Inspiration 39 Objectives 40 Date Justi cation 41 Floor Plan 52 Ambience 53 Visual Display 54 56

01 Brand Overview

Puma s mission is to be the fastest sports brand in the world Mantra Forever Faster

Business Structure Ownership Type of Business Headquarters Size Public Artemis 29 Kering 16 Multinational Sportswear Corporation Herzogenaurach Germany 3rd Largest Global Sportswear Company

Functional Accountabilities CEO Bj rn Gulden CSO Anne Laure Descours CFO Michael L mmerman Operations Manager Klaus Bauer Commerce Manager Stefano Caroti Global Creative Director Torsten Hochstetter Marketing Manager Antonio Bertone Women s Creative Director Rihanna Supply Chain Manager Reiner Seiz Basketball Creative Director Jay Z

Brand Matrix Value Relationship High tech sportswear made from high quality more sustainable materials with ethically sourced labor Very dependable to customers have a clear open and honest relationship with all customers Sportswear made for speci c sports Expression Using fast mantras utilizing red for all branding PUMA symbol communicates fastness of brand Use high pro le celebrities Mantra Forever Faster To be the leader in the sportswear industry to be the most reliable and trendiest sportswear brand CORE To be the leader in trends innovation and pro tability in the sportswear market Personality Credible authentic knowledgeable innovative trendy edgy fashionable functional Competencies Mission and Vision To enable customers to feel fast in every aspect of their lives through technology and innovation Position Culture Transparent in sourcing ethicality and manufacturing Publishes annual sustainability reports Successful and innovative creative directors technology incorporated into clothing products divided into sports categories brand partnerships and ambassadors 6 5

Financials Exchange Rate 1 EURO 1 10 USD Stock PUMA SE ADR 7 59 2 22

Financials Exchange Rate 1 EURO 1 10 USD

Financials Exchange Rate 1 EURO 1 10 USD

Sales Channels Wholesale Brick Mortar 703 E Commerce

Sales by Channel 11 Sales Distribution by Channel 2018 In Millions 13 3 Wholesale 3 920 94 Brick Mortar 686 28 75 7 E Commerce 569 4 Total 5 176 58 Exchange Rate 1 EURO 1 10 USD

Puma Sales by Region In Millions 26 6 37 3 EMEA 1 984 24 increased by 11 4 compared to 2017 Americas 1 777 25 increased by 16 9 compared to 2017 Asia Paci c 1 361 73 increased by 28 8 compared to 2017 34 7

Market Analysis Total revenue of the global sports apparel market Puma s Market Share 3 of global market Avg Growth Rate 3 38 Market s Emerging Trends 2019 Tie Dye Ombre Sports Utility Technology Infused Sportswear

Market Share Athletic Wear Brands

Market Share Top 3 Athletic Wear Companies

S W Consequences Strong and relevant brand ambassadors Wide brand recognition Worldwide distribution channels Ability to access global market Main producer of Formula One and NASCAR apparel Long term nancial contract and brand exposure Supply chain sustainability ethicality and transparency Appeals to environmentally conscious consumers High tech elements incorporated in apparel Boosts competitive advantage and appeals to athletes Lower pro tability compared to top 2 sportswear competitors Loss of overall market share and pro tability Heavy focus solely on sportswear instead of athleisure Loss of wider market and trend capitalization Lifestyle collaborations such as the Fenty collaboration don t occur often Collaborations provide streetwear trend access but lack of them keeps brand from achieving that image Lower revenue than competitors limits innovation and production capabilities No centralized shopping app poor user interface Unable to innovate in all of the ways competitors are Lack of an app results in a loss of consumer loyalty and pro tability through more distribution channels

Consequences Producing more athleisure and streetwear accesses a larger market O Greater transparency boosts customer loyalty The tness market is an experiential opportunity that appeals to current customer behavior Less resources can mean less innovation and production Imitations take away market share and cheapen brand image Entering the lifestyle athleisure streetwear market could be difficult due to preexisting brand loyalty to other brands Work with sustainability monitor organizations to become even more transparent Enter growing international tness market Capitalize on experiential retail store trend Experiential retail store s appeal to the way customers want to interact with retail spaces in today s selling climate Recession results in loss of pro tability Compete with athleisure market T Affected by global recessions due to its multinational structure Top competitors have more resources and customer bases Imitations detract from company pro ts and brand image Many new lifestyle brands have already carved out extensive market share

Perceptual Map High Quality Higher Price Lower Price Low Quality

Competitive Prices TOP 5 Sneakers Clothing Puma 14 220 6 400 6 280 8 380 Nike 17 350 10 750 5 529 9 500 Adidas 10 420 10 400 5 600 10 300 Reebok 35 280 12 700 6 180 30 180 30 145 32 120 14 151 50 110 19 250 25 499 20 330 10 120 Fila Under Armour Accessories Sports Gear

Target Customers People who like to play sports Sports fans People who want to dress sporty People who seek special designs in athleisure

Persona 1 Andre Miller 23 Location Corvallis Oregon Education Graduate student major in Communications at Oregon State University Job Student and Undergrad Communications TA at OSU Marital Status Single Income 30 000 yr VALS Experiencer Interests Playing pick up football game with homies on the weekend testing out the best sport headphones and sports tech on the market uploading box opening videos on Youtube Social Media Instagram Facebook Youtube Favorite Brands Nike Under Armour Puma Beats

Persona 2 Nicolas Maybank 32 Location Myrtle Beach SC Education Bachelor degree in sports therapy minor in mathematics Job High school track eld coach at Southern Sports Academy mathematics substitute Marital Status Married Income combined 110 000 yr VALS Innovator Interests Coaching children s basketball in leisure time hiking playing Fantasy Football online Social Media Instagram Facebook Twitch Favorite Brands Asics New Balance Nike Patagonia Puma

02 Strategic Initiative

Location Location Berlin Germany N rnberger Str Location Off of Tauentzienstra e Str One of Berlin s busiest shopping areas

Location Justification One of Germany s main shopping streets and a major tourist destination Located near museums and the Berlin Zoo footfall of 3 23M annually Street is located near many major stores and competitors such as Adidas Nike Uniqlo as well as luxury stores Germany has a huge health tness market as well as a focus on the sneaker industry Germany hosts many sports events such as games for the Euro Cup when the pop up will happen High traffic area and high traffic city with 135M tourists each year Located near many hotels which draws many tourists to the area

Key Shopping Areas Retail Category Spending by

Footfall Number of overnight visitors year 31 1 Million Population of Berlin 4 4 Million Main shopping district 7 095 visitors per hour 425 760 visitors per week 70 960 visitors per day Open for 10 hours each day Open for 6 days each week

Sales Potential Disposable income and brand loyalty in Berlin has increased exponentially the last few years Now a burgeoning fashion and consumer market Purchasing Power Index 91 7 Retail Speci c Purchasing Power Index 92 7 Chain Store Penetration Ratio 66

4 386 551 Who Are The Berliners Locals tourists and new residents VALS Experiencers Innovators and Achievers Walk in shoppers looking for an experience ages 15 35 Trendsetters who are ready to have their next IT item Mass consumer society largest online market in Europe 22 EUR Consumers research and learn about a product before purchase Social media online reviews peer reviews in uence decision making process Care about environmental impact of purchases 49 5 male 50 5 female Note statistics do not account for people outside of the binary Prefer quality over price will stay loyal to brands if quality is good

Berlin Zoo Retail Stores Museums Luxury Stores Area Attractions

Pedestrian and Auto Traffic Public Transportation Kurf rstendamm Bahnhof Wittenbergplatz

Pedestrian and Auto Traffic Public Transportation All the parking areas around the pop up store

Legal Issues 01 Register with the local Chamber of Industry and Commerce IHC Employees need to register with the tax office 03 02 Provide records to Health and Safety Executive Board HSE to cover gym users and staff Follow the FIA s code of practice and the Management of Health and Safety at Work Regulations 04 05 All tness instructors are trained by the standards required by the Register of Exercise Professionals

Zoning Laws SECTION VI COMMERCIAL ZONES Planned Shopping A PS A PS A district accommodates retail and other businesses The PS A zone permits any accessory buildings or structures related to the operations of principal use All permitted operations and related storage except for parking will be conducted entirely inside the building in PS A zone

Local Trade Laws Restrictions Taxes Already considered a local company headquarters in Germany Occupancy limit based on size of a respective space Puma Select location s occupancy limit is 250 people Berlin Timing Laws Only restaurants and grocery stores can open on Sunday 8 Special Sundays when retailers can be open Allowable retail business hours 9am 8 9pm Germany s Taxes Corporate tax rate 15 Municipal tax ranges 14 17 Effective corporate tax w solidarity tax 30 33 Sales tax rate 19 33

Exact Location 1237 N rnberger Str Berlin Germany

215 m2 2311 sqft Average boutique tness studio size 800 3500 sqft 1 755 day 1 959 day Total month 58 770 Total 5 months 293 850

Inspiration

Objectives of Pop Up Stimulate buzz on social media through experiential studio Educate customers about Puma s connection to sports tness as well as technology Boost engagement through experience to promote technology of our tness apparel Capitalize on current health tness trend Provide an opportunity for consumers to experience apparel while working out Increase brand awareness larger market share Gather data on consumer exercise behavior Increase sales Build customer loyalty through studio specialization Build stronger connection with Millenials Gen Z and Gen Alpha

Reasons for Dates June 12 July 12 2020 EURO 2020 is the biggest sports event in Europe 2nd biggest in the world Part of the Group stage Quarter nal matches are held in Germany June 16 of 2020 Football soccer is the world s most popular sport European countries have the highest performance and the most fans Summer time is the prime time for sports activities Warmer weather motivates people to exercise

Expectations Puma can learn about what features and products appeal to customers both old and new Customers will experience the new technology Puma incorporates into sports and their products giving them a new look at Puma s identity Puma will also be able to measure the impact of technology on their products and in their studio allowing for future innovation in their products Data gathering of consumer exercise style info will help determine the potential to start new product lines and company endeavors Puma can test new experiential stores and gain information about customer behavior and reaction which can aid in future marketing and product development

How Will Performance Be Measured Analyzing sales per customer as well as times of increased sales in this region Analyzing brand awareness and the gain of new customers Analyzing the presence of new customers in database for the period the pop up is open Analyzing engagement on social media during and following the opening Analyzing data gathered from customer exercise performance Tracking foot traffic into the store vs who takes part in the studio

New Persona Robyn Roth 26 rothrobyn Location Berlin Germany Education Bachelor degree in sports therapy minor in communications Job Model casting agent Instagram in uencer and editorial model Marital Status Single Income 115 000 yr VALS Achiever Interests Taking photos for Instagram shopping in the city and going out with her friends exercising at her local gym nding vegan recipes Social Media Instagram Facebook Snapchat Depop Favorite Brands New Balance Nike Burberry Puma

03 Pop up Shop

Puma Select Puma Select is an experiential tness studio located in Berlin Germany The studio offers 4 sub studios basketball soccer running and training tness which features spin classes 4x a day Each studio offers an interactive digital experience supplemented by LED screens and VR Each room holds an analyst who works individually with guests to analyze their exercise style and recommend the best shoe for their style Dates June 12th July 12th 2020 Hours 9am 7pm Monday Saturday

Pop up Exterior Design Render by Paco Shum

Render by Paco Shum

Renders by Paco Shum

Renders by Paco Shum Puma

Renders by Paco Shum

Floor Plan

Ambience Store Design Sleek and dark design high tech elements clean and minimal Colors Focus on red to be consistent with brand identity and to energize guests Lighting Neon lighting specialty spot lighting in key tness areas Smell Scent diffusers throughout the space will pump notes of lemongrass orange and mango to invigorate the senses Music Hip hop and high intensity pop music streamed from specially curated playlists on Tidal Music options will be available to be tailored to each individual while exercising

Visual Display Selling Space Display Shoes Render by Coroflot A sneaker wall and try on area complete with iPad checkout and information counter All wood is reclaimed Selling areas contrast with the design of the gym in order to offer a space that feels fresh and unique in design

Wall Display Small apparel selling areas are featured in each sub studio Render by Coroflot

Visual Display Renders by Coroflot

Sales Forecast Note Foot traffic is based on Mon Thurs 90 of average foot traffic Fri Sat 120 as of 70 960 per day note Mon Thurs 90 of average foot traffic Fri Sat 120 based on 70 960 day Average basket is based on the average of a customer buying 2 3 of Puma s top selling items

Product Assortment

Human Resources Fitness Manager Trainers 6 Analysts 8 Operations Manager Locker Room Attendants 2 Receptionists 2 Sales Associates 2

Employee Breakdown Fitness Manager Trainers Locker Room Attendants Analysts Schedule 9 5 6 days Schedule 9 2 Trainers 1 3 6 days 2 7 Trainers 4 6 6 days Schedule 9 2 Attendant 1 6 days 2 7 Attendant 2 6 days Schedule 9 2 Analysts 1 4 2 7 Analysts 5 8 Salary 25 hour 125 day 3 750 month 6 Trainers 22 500 Salary 13 hour 65 day 1 950 month 2 Attendants 3 900 Salary 19 hour 95 day 2 850 month 8 Analysts 22 800 Responsibilities 2 trainers are responsible for running spin classes all other trainers are on the oor in the tness studio to provide individualized attention to guests by aiding them in their exercise routines helps with equipment usage Responsibilities Aids guests in nding lockers and the washrooms answers any questions regarding the gym provides towels and water for gym guests cleans the locker and washrooms Responsibilities Provides individualized analysis of a guest s exercise style in order to recommend the best shoe for them assists guests on gym oor Salary 30 hour 240 day 7 200 month Responsibilities Oversees all gym operations trains all trainers and analysts performs safety checks for equipment on the oor for any studio guest assistance

Employee Breakdown Operations Manager Receptionists Sales Associates Schedule 11 7 6 days Schedule 9 2 Receptionist 1 6 days 2 7 Receptionist 2 6 days Schedule 9 2 Attendant 1 6 days 2 7 Attendant 2 6 days Salary 15 hour 75 day 2 250 month 2 Receptionists 4 500 Salary 15 hour 75 day 2 250 month Salary 30 hour 240 day 7 200 month Responsibilities Oversees all sales and business operations trains receptionists and sales associates accounts for inventory and stockroom tracks sales assists customers and guests Responsibilities Answers phones assists guests and customers upon entrance answers questions about gym provides and rings up gym packages provides customer with all necessary information Responsibilities Aids customers in nding products assists with checkout process provides customer with information standardizes on oor cleans restocks

Quantity 4 Quantity 10 Quantity 4 Quantity 3 Studio Equipment Quantity 2 Quantity 3 Quantity 2 Quantity 6 Quantity 2 Total Rental Cost 2 months 13 260

Technology Self checkout Stands Red LED Spotlights Square Stand for Contactless and Chip Reader LED Screens

Special Characteristics VR Virtual Reality is one of the main attractions of the studio Utilized in the basketball studio VR provides a virtual game experience that gets your blood pumping and your mind in the game to create an entertaining workout

This skill cube was rst introduced at the 5th Avenue agship store with huge success as it provides a physical experience in a digital realm physical digital phygital It focuses on perfecting your soccer skills through holographic lights projected on the oor and audio training to guide you Soccer Phygital Experience

Smart Mirror Selling area will include smart mirrors that will assist with nding product size color preference and prices

Puma Analysts Each sub studio features a Puma Analyst a trained exercise analyst who works with guests individually to monitor their exercise style in order to recommend the best shoe for them based on their regimen back arch foot arch and other exercise metrics Each analyst is certi ed to work with all types of exercise styles

Promotional Plan

Brand Ambassadors Promotional Materials Pep Guardiola Selena Gomez

Launch Party Date June 11 2020 One day before studio opening Time 5pm 10pm Who 100 invitation only brand ambassadors celebrities in uencers and media representatives Details The studio launch party will encompass the whole space with guests offered exclusive one on one training sessions with distinguished trainers in each sub studio with a free pair of Puma shoes that are tailored to their workout style offered at the end of their work out The event will feature live performances from Selena Gomez and Jay Z The event will be catered and offer a selection of liquor beer and wine liquor license provided by the catering company Promotion Media representatives invited will be offered an exclusive opportunity to photograph the space and attendees In uencers and celebrities will be encouraged to post pictures of the event on Instagram and Twitter

Promotional Costs Paid Social Media Ads 6 000 Brand Ambassadors Travel Expenses 13 049 Launch Party 40 000 TOTAL 59 049

Operational Plan

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When you move faster there is no end SELECT