Puma has partnered with Chinese technology giant Tencent to build a novel model aimed at improving the quality and efficiency of the brand’s consumer services. 

With this collaboration, Puma will utilise Tencent’s social ecosystem resources and technologies to cultivate a stronger emotional bond with consumers, both online and offline.

A social media matrix that integrates online and offline ecosystems will be built to secure long-term brand strength, the brand said.

The partnership will provide the sports brand with more localised insights into consumers’ needs and help drive long-term growth in the Chinese market, said Shirley Li, GM of Puma China.

Fan Yijin, GM of Tencent Ad Sales and Operations, added the collaboration allows Tencent to integrate internal resources and meet Puma’s digital operation requirements, indicating more predictable growth.

The two companies are expected to discover more solutions to enhance efficiency, achieve a win-win outcome through digitalisation, and promote innovation in the sportswear industry.