By leveraging AI-generated imagery, PUMA is able to localise creative assets specifically for the needs of its retail partners in the US market - at a fraction of the traditional time and cost.
The Challenge
PUMA’s global creative output is produced centrally and in certain cases has to be adapted to meet the needs of the US market and the requirements of individual retailers, who often require specific formats, dimensions, background treatments, and creative briefs that vary by platform and channel. Producing bespoke imagery to meet each retailer's specifications meant commissioning separate production runs and managing a growing library of retailer-specific assets. This requirement came with significant costs and lead times that were often difficult to meet within tight seasonal windows.
The Solution
Graswald AI provides PUMA with an AI-powered production studio. Existing creative assets are ingested into the platform, where they can be adapted for the US market and reformatted to meet individual retailer content guidelines - without duplicating production effort.
With Graswald AI, PUMA’s US wholesale team can generate product imagery that reflects local contexts and seasonal environments. On the retailer compliance side, the platform's flexibility around output formats means PUMA can tailor imagery to meet each wholesale partner's technical and creative specifications directly. What previously required separate production workflows for each retailer is now handled within a single platform.
The workflow is simple and scalable: product imagery is ingested into the Graswald AI platform, US-relevant styling, creative direction and avatars are applied, retailer-specific formatting is configured, and the resulting images are generated - ready for deployment across wholesale channels.
The Competitive Advantage
The result is a tangible edge. Retailers receive imagery that meets their guidelines out of the box and speaks directly to local consumers. PUMA can produce what is required for the local market from existing assets – faster and at a fraction of the cost.
Looking Forward
The PUMA and Graswald AI partnership shows how global brands can modernise content operations to meet the demand for market-specific relevance and the growing complexity of retailer content requirements.
"Graswald AI gives us the ability to produce content that speaks to the US market and meets our retailers' requirements - without compromising on brand quality."
Tara Wessells — Senior Director of Wholesale Strategy and Operations – PUMA North America