The challenge
Rapid growth puts pressure on the parts of a brand that are easiest to overlook. For PUMA UK and Ireland, that pressure was showing up in the way the business presented itself to major retail partners including ASOS, JD and Frasers. More accounts meant more content, more versions and more people producing materials at speed.
The work itself was being created locally and independently, so consistency became harder to maintain as the volume increased. Tone, structure and visual standards began to vary between accounts, even when the underlying message was the same.
PUMA needed a system that could support that growth without creating more production work every time a new account or requirement was added.
It also had to work across very different audiences. Internal merchandising and business operations teams needed something practical and easy to use, while the same materials still had to feel considered enough for senior buyers and executives at some of the UK’s largest retail groups.
FutureGroup was brought in with three weeks to define the system and get it into production.
Our solution
The work was split into two phases.
The first focused on the immediate pressure: retailer-facing decks that could be used straight away across priority accounts.
The second built the infrastructure behind them.
We created fully engineered slide masters, business-unit menus and a visual asset library that gave teams a consistent starting point for future presentations. Account-specific decks could then be assembled from approved components instead of being rebuilt from scratch each time.
The system was designed to be flexible enough for different retail environments without losing the visual and structural consistency of the PUMA brand.
That meant teams could move quickly while still working within a clear framework, and new requirements could be absorbed without creating a parallel version of the system for every account.
The same visual language was later extended beyond presentations into campaign activity across outdoor, social and digital.
The outcome
PUMA UK and Ireland now has a presentation system that can support multiple retail accounts without the quality or consistency of the work slipping as volume increases.
Deck creation moved from taking days to taking hours, giving merchandising and business operations teams a much faster way to produce account-specific materials while working from the same approved visual and structural system.
The result is a more scalable way of working across retail: faster turnaround, stronger brand consistency, less duplication between teams and far less reliance on rebuilding presentations from scratch. The system also proved flexible enough to extend beyond presentations into campaign templates, retail activation playbooks, training resources and wider creative assets.
What started as a three-week presentation brief became a broader communication system that could keep supporting the business as the number of accounts, audiences and outputs grew.
