E-Commerce App


PUMA Global


E-Commerce Shopping App


E-Commerce, App


Creative Director


Liganova Horizon




How an Iconic Brand Redefines E-Commerce Excellence with Its First App

Puma embarked on a monumental journey to create its first e-commerce app, recognizing the need to cater to a diverse and dynamic audience with tailored features for an engaging shopping experience. With the goal of redefining e-commerce excellence, Puma sought to leverage digital innovation to enhance its brand presence and elevate the online shopping journey for customers worldwide.

Challenges and Approach:

“You can’t innovate on products without first innovating the way you build them.”

Building on our combined expertise in user experience design, information architecture, and creative direction, we collaborated closely with Puma to tackle the unique challenges of launching their first e-commerce app. Through collaborative workshops and extensive user research, we identified essential features and established strategic frameworks to guide development. Leveraging Puma's brand identity and the design principles we co-created, we crafted a seamless and intuitive app experience that resonated with users across diverse regions and demographics.



The user embarks on a scrollytelling journey through a visually stunning, pastel-toned world, reflecting the hues of the Velocity Nitro 2. The environment, bathed in natural daylight, allows for dynamic play with light and shadow. Abstract representations of materials symbolize the shoe's unique qualities, merging the natural and surreal in an immersive experience. This storyboard ensures a captivating exploration of the Velocity Nitro 2's features.



Embarking on a journey of digital excellence, the PUMA Velocity Nitro 2 web special secured the coveted 'Site of the Day' award from Awwwards. This esteemed recognition underscores the dedication to pushing creative boundaries, delivering captivating design, and ensuring seamless user experiences. Beyond the accolade, the webspecial proved instrumental in achieving a significant upswing in sales, highlighting its capacity not only to captivate audiences but also to drive substantial increases in consumer engagement and product adoption.

Selected Works


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Klaus-Martin Michaelis
Experience Design Director
069 FFM, Germany

© Klaus-Martin Michaelis 2024

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