"Puma debuted a new AI-powered 'digital human' concierge named 'Dylan' in its Las Vegas flagship, who can speak more than 100 languages and recommend products."
"Puma reported a loss from continuing operations of €643.6 million for 2025, down from a profit of €280.7 million the year before."
"CEO Arthur Hoeld acknowledged that the brand had 'become too commercial over the years,' leading to low brand heat and poor sales quality."
"'I think we're doing a better job recently, of being able to show people tools and get them excited about it,' said Ivan Dashkov."
Puma is embracing artificial intelligence to drive growth, introducing a digital human concierge named Dylan in its Las Vegas store. Dylan can communicate in over 100 languages and assist customers. The brand is also preparing to announce the winner of an AI jersey design contest. Despite challenges in consumer adoption of AI, Puma's Ivan Dashkov is optimistic about showcasing its benefits. The company is undergoing a turnaround after reporting significant losses, with plans to become a top sports brand and improve profitability by 2026.
Read at Digiday
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