Bloom is now Rainbrand

(Brand guidelines) // Sports and outdoors

Puma brand
guidelines

Puma’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from us.puma.com.

Download the Brand Skill

About Puma

PUMA is a global sportswear and lifestyle brand spanning performance and everyday footwear, apparel, and accessories. Its work brings athletic function together with contemporary style across sports, lifestyle, and culture.

Use PUMA’s leaping-cat symbol as the supplied compact identity mark. Preserve the animal’s silhouette, direction and proportions. Keep campaign artwork, partner marks and product photography in their separate roles.

Puma colors

  • Near Black

    HEX
    RGB

  • White

    HEX
    RGB

Puma fonts

  • FF DIN for PUMA

    Headings · 700, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Puma’s voice

PUMA’s voice is energetic, direct, and action-oriented. It connects performance benefits with the feeling of movement, confidence, and personal style. Use concise statements for campaign headlines and clear, informative language when explaining product features.

  • “Conquer the pavement with PUMA's high-performance road running shoes and gear, designed for runners who demand speed, durability, and comfort”
  • “Whether you're training for your next marathon, setting a new personal best, or just hitting the road for a casual run, our road running collection is engineered to enhance your performance every step of the way”
  • “Innovative nitrogen-infused foam technology for lightweight responsiveness and cushioning”
  • “Make your mark with PUMA's personalized soccer jerseys, offering the ultimate way to showcase your unique style and support your favorite team”

Dos and don’ts

Do

  • Use PUMA’s own logo and standalone mark as brand identifiers. Keep them separate from campaign imagery and product photography.
  • Pair performance-focused language with the practical benefit, such as responsiveness, cushioning, comfort, traction, or propulsion.
  • Write with active verbs and concise, confident phrasing that can speak to both athletic performance and everyday style.
  • Use FF DIN for PUMA consistently for headings and body copy, with a clear typographic hierarchy.

Don’t

  • Treat campaign graphics, product shots, or partner marks as PUMA’s own logo.
  • Make performance claims vague; explain the feature and its benefit in direct, understandable language.
  • Overload copy with extended setup when a short, active statement can carry the message.

Puma imagery

255 images from us.puma.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Campaign imagery

13 images

PUMA marketing imagery includes campaign and lifestyle work, seasonal merchandising, and brand-led promotional compositions. Use the examples as visual references for PUMA’s own campaigns and retail storytelling; product recommendation tiles remain product imagery rather than logos.

  • A close-up photograph features two young individuals sitting together on a bench in a dimly lit, urban indoor setting with glass windows.
  • In a wide cinematic shot, a man with a buzzed haircut and a woman wearing a blue beanie sit together in a cold, industrial indoor setting.
  • A festive top-down close-up photo shows a jumbled pile of colorful Christmas crackers against a deep red background.
  • A grainy, low-light photograph focuses on a pair of dark navy blue shoes worn with bright lime-green or yellow socks featuring a small black bird-like logo.
  • A light-skinned man with wavy brown hair looks directly forward while wearing a voluminous black Puma puffer jacket.
  • A profile product shot shows a rugged, all-black Puma high-top boot with a pebbled leather texture and a thick lugged sole.
  • A pale yellow, oversized puffer jacket with a high collar and a unique square-quilted pattern is the focal point of this fashion portrait.
  • A single Puma Mayze high-top sneaker boot is shown in a profile studio shot against a white background.
  • A man and a woman stand side-by-side in matching Puma denim tracksuits of a dusty mauve-brown wash.
  • A studio product shot features a single brown PUMA high-top boot shown in profile against a plain white background.
  • A man and woman stand side-by-side against a neutral gray studio backdrop, both wearing identical muted taupe puffer jackets with a unique quilted pattern.
  • A side profile product shot shows a white Puma high-top sneaker featuring a hidden wedge heel and a tan gum rubber outsole.
  • A medium studio shot of two models in oversized cream-and-black mock-neck sweaters featuring a large, stylized face graphic composed of vertical stripes.

Product experience imagery

38 images

Preserve PUMA product-experience visuals, including shoe-finder identity, product gallery views, color selection imagery, and recommendation modules. These help future work reflect how PUMA presents and supports its own products.

  • A vibrant circular graphic logo features swirling bands of pink, purple, blue, and orange that create a thick, ring-like aperture.
  • A sleek, profile-view studio shot of an all-black Puma trail running shoe featuring a thick, contoured midsole.
  • A pair of rugged, all-black PUMA trail running shoes is captured in a three-quarter product shot against a plain white background.
  • This close-up product shot focuses on the heel and rear profile of an all-black Puma trail running shoe against a white background.
  • A top-down studio product shot displays a single black trail running shoe beside its matching outsole against a white background.
  • A studio product shot of a black Puma trail running shoe viewed from the side profile against a plain white background.
  • A high-angle studio shot of a black Puma trail running shoe angled forward on a plain white background.
  • A single all-black Puma athletic sneaker is captured in a sharp studio profile shot against a plain white background.
  • A single Puma athletic shoe is shown in profile against a plain white background.
  • A studio product shot of a pair of black Puma Nitro running shoes angled to show the toe and outer side.
  • A close-up product shot focuses on the heel and rear quarter of a Puma running shoe.
  • A top-down studio shot features two black Puma running shoes on a plain white background, displaying both the upper and the outsole.
  • A single black performance running shoe is shown in a profile studio shot against a plain white background.
  • A high-performance running shoe is shown in a dynamic product shot, angled diagonally with the heel lifted.
  • A high-performance running shoe features a chunky, textured white midsole with 'NITRO' branding and a sleek black mesh upper.
  • A high-performance all-white running shoe is shown in a lateral studio product shot against a clean white background.
  • A high-performance running shoe is shown in profile against a plain white background, featuring a light grey mesh upper with white integrated laces.
  • A sleek performance running shoe is presented in profile against a plain white background, featuring a vibrant lime green and pale yellow colorway.
  • A single Puma Deviate Nitro running shoe is shown from a side profile against a plain white background.
  • A side-profile product shot of a pale light blue ASICS running shoe against a white background.
  • A side-profile product shot of a white Puma running shoe featuring a dynamic, multi-layered sole with light blue and lime green accents.
  • A high-performance running shoe is shown in a lateral studio profile against a plain white background.
  • A single Puma running shoe in a monochromatic cream or off-white colorway, shot from a lateral profile view against a white background.
  • A lateral profile shot of a monochromatic light pink running shoe against a plain white background.
  • A side-profile product shot of a PUMA Deviate Nitro 3 running shoe in a deep plum and lavender colorway.
  • A side-profile product shot of a magenta and berry-toned ASICS Novablast running shoe.
  • A single ASICS Novablast 4 running shoe is presented in a monochromatic coffee brown from a lateral profile view.
  • A vibrant, monochromatic red running shoe is captured in a profile product shot against a plain white background.
  • A side-profile product shot of a light lavender running shoe against a plain white background.
  • A profile studio shot of a Puma running shoe features a chunky, multi-layered sole with a vibrant neon red top layer over a thick white base.
  • A side-profile product shot of a light gray and white performance running shoe.
  • A side-profile product shot of a light blue Puma running shoe against a plain white background.
  • A side-profile product shot of a PUMA athletic sneaker featuring a sky blue mesh upper and a prominent white NITRO foam midsole with deep horizontal grooves.
  • A sleek white Puma running shoe is captured in a profile product shot against a clean white background.
  • A vibrant lime green running shoe is shown in a clean profile product shot against a plain white background.
  • A single ASICS athletic shoe is shown in a profile view against a plain background, featuring a monochromatic pale mint green or sage colorway.
  • A single ASICS athletic shoe is captured in a profile product shot against a plain white background.
  • A high-performance running shoe is shown in a side profile studio shot against a plain white background.

Product imagery

204 images

PUMA’s retail imagery ranges across running, soccer, motorsport, lifestyle, and training products. Keep the actual product as the visual subject, and use these images as references for the range of product presentation and colorways.

  • A side-profile product shot of a vibrant neon pink Puma track spike shoe featuring two Velcro straps across the laces.
  • A side-profile product shot of a neon pink track spike shoe against a plain white background.
  • A full-length studio photograph of a man standing in a monochromatic charcoal lavender athletic outfit against a matching grey gradient backdrop.
  • A man stands directly facing the camera in a studio portrait, wearing a black PUMA zip-up windbreaker with the white cat logo on the chest and dark…
  • A studio side-profile product shot of a Puma Nitro Elite running shoe, featuring a soft gradient transition from pale blue at the toe to a warm apricot…
  • A single Puma running shoe is captured in a side-profile studio shot against a plain white background.
  • A focused East Asian woman poses in a studio against a neutral grey gradient background, wearing a Puma athletic set.
  • A studio product shot features a model wearing a vibrant neon yellow, long-sleeved Puma mock neck running top with thumbholes.
  • A vibrant orange Puma soccer shoe is shown from a profile studio view against a plain white background.
  • A single black PUMA running shoe is shown in a side profile studio product shot against a plain white background.
  • A side-profile product shot of a light blue Puma running shoe featuring a thick, aerodynamic sole.
  • A side profile product shot of an all-white Puma running shoe featuring a metallic silver formstrip.
  • A profile-view product shot of a sleek Puma Nitro running shoe in a white and lavender colorway.
  • A vibrant neon red Puma running shoe is captured in a side-profile product shot against a clean white background.
  • A vibrant lime-green Puma running shoe is captured in a side profile studio shot against a white background.
  • A side-view product shot of a PUMA athletic sneaker in a soft 'Warm White' and cream color palette.
  • A vibrant coral-red Puma running shoe is captured in a crisp studio profile shot against a plain white background.
  • A profile product shot of a white Puma running shoe with a thick, curved sole featuring a mint green to pale yellow gradient.
  • A side-profile product shot of a Puma running shoe featuring a light mint green mesh upper and a multi-layered chunky sole.
  • A side-profile product shot of a light lavender Puma Deviate Nitro Elite running shoe against a white background.
  • A profile shot of a vibrant neon pink Puma track spike shoe featuring a bold black formstrip and a midfoot velcro strap.
  • A profile shot of a lavender Puma running shoe featuring a thick, sculpted midsole with bright red and pink accents along the side.
  • This side-view product shot features a Puma running shoe in a pale lavender and mint color scheme.
  • A profile product shot of an all-white Puma Nitro running shoe against a stark white background.
  • A top-down studio product shot of royal blue PUMA slide sandals positioned side-by-side on a white background.
  • A pair of gold-colored Puma slide sandals are displayed from a top-down, symmetrical perspective against a clean white background.
  • A vibrant mustard-yellow Puma t-shirt is displayed flat against a plain white background in this product shot.
  • A studio product shot features a profile view of a low-profile black suede Puma sneaker against a stark white background.
  • A side-profile product shot of a high-performance running shoe featuring a vibrant hot pink mesh upper and a chunky, sculpted midsole in a neon…
  • A side-profile product shot of a high-performance running shoe in a vibrant gradient of hot pink and purple.
  • A side-profile product shot of a black and white Puma running shoe against a plain background.
  • A profile studio shot of a Puma running shoe featuring a light sky blue mesh upper and a chunky, multi-layered sole in vibrant yellow and white.
  • A vibrant lime green Puma running shoe is captured in a side-profile studio shot against a plain white background.
  • A side-profile product shot features a Puma Deviate NITRO 3 running shoe in a vibrant 'fizzy lime' color.
  • A vibrant lime green running shoe is presented in a clean, side-profile studio shot against a white background.
  • A vibrant lime green Puma Nitro running shoe is shown in a crisp side-profile product shot against a plain white background.
  • A vibrant lime green Puma running shoe is captured in a profile product shot against a plain white background.
  • A side profile shot of a neon lime green Puma running shoe features a thick, sculpted midsole and a lightweight mesh upper.
  • An all-white athletic running shoe is captured in a crisp studio product shot from a direct lateral profile view.
  • A side profile of a mauve pink PUMA Deviate Nitro 3 running shoe against a white background.
  • A side-profile product shot of a dark purple and black performance running shoe against a plain white background.
  • A profile product shot of a PUMA running shoe in dark mauve and black.
  • A single olive green running shoe is shown in a profile studio shot against a white background.
  • A side-profile product shot of a high-stack running shoe in a monochromatic cream and off-white palette.
  • A single Puma running shoe is captured in a profile product shot against a clean white background.
  • A side-profile product shot of a Puma running shoe featuring a thick, olive green foam midsole and a dark charcoal mesh upper.
  • This product shot features a monochrome cream-colored Puma Nitro running shoe against a plain white background, highlighting its thick, sculpted foam midsole.
  • A profile view of a white Puma Deviate Nitro Elite running shoe, featuring an oversized, cream-colored foam midsole with bright coral-red accents on the heel…
  • A single deep burgundy Puma Speedcat shoe is shown in profile against a plain white background.
  • A low-profile, cream-colored Puma sneaker is captured in a crisp product shot from a direct side profile against a plain white background.
  • A profile view of a low-profile, triple-black Puma sneaker featuring a mix of matte suede and glossy patent leather textures.
  • A single Puma low-profile sneaker is presented in a studio product shot, entirely monochromatic in a deep burgundy hue.
  • A single dark chocolate brown PUMA Speedcat sneaker is shown in profile against a plain white background.
  • A low-profile PUMA Speedcat sneaker is shown in a studio side-profile shot against a plain white background.
  • A low-profile Puma Speedcat sneaker is shown in profile, featuring a maroon suede toe and heel against a matching tartan plaid fabric side panel.
  • A side-profile product shot of a black and pale pink ballet-style sneaker featuring a sleek, low-profile design.
  • A single olive-brown Mary Jane sneaker is shown in profile against a plain white background.
  • A profile view of a high-top sneaker in various shades of mushroom and mocha brown suede.
  • A side-profile product shot of a Puma running shoe featuring a distinctive red and white picnic-style gingham patterned upper.
  • A lateral studio product shot of a PUMA basketball shoe features an all-over blue color scheme with wave-like textures.
  • A profile product shot of a PUMA running shoe in black and metallic silver, set against a plain white background.
  • A vibrant yellow Puma Speedcat sneaker with a low profile is shown from a direct side profile against a white background.
  • A side-profile product shot of a PUMA football boot featuring a striking coral-to-white gradient upper and a translucent coral cleated sole.
  • A profile product shot of a black suede Puma sneaker featuring a distinct black and white houndstooth pattern on the toe box and tongue.
  • A profile product shot of a PUMA Deviate Nitro 2 running shoe in all-black against a white background.
  • A high-performance running shoe is shown in profile, featuring a pastel gradient of sky blue and sandy peach.
  • This profile studio shot features a vibrant yellow low-top basketball sneaker against a clean white background.
  • A single aqua-colored Puma running shoe is captured from a profile view against a plain white background.
  • A side-profile studio shot of a vibrant orange PUMA track spike shoe.
  • A man with a medium-length afro and a silver chain necklace stares directly forward against a neutral grey studio backdrop.
  • A man stands centered in a studio portrait wearing a black HYROX x PUMA athletic set, including a beanie, hoodie, and joggers.
  • A man stands with his arms crossed and a serious expression against a neutral gray gradient background.
  • A close-up studio shot highlights the athletic legs of a man wearing black Puma performance gear against a gradient gray background.
  • A studio portrait of a Black man wearing a deep forest green hoodie and a taupe baseball cap against a clean gray gradient background.
  • A profile view of a PUMA Deviate Nitro running shoe in a sleek all-black colorway with metallic silver accents.
  • A man stands facing forward against a smooth gray gradient backdrop, wearing a technical black Puma short-sleeve shirt with a small white cat logo on the…
  • A close-up studio portrait shows a man with a serious expression wearing a Puma performance hoodie and shield-style sunglasses.
  • A focused, muscular Black man poses head-on against a neutral gray studio background, wearing high-performance athletic gear.
  • A man with curly brown hair stands against a neutral gray studio background, wearing a black Puma zip-up windbreaker featuring a subtle grid pattern and a…
  • A studio portrait of a Black man with short, textured hair wearing a gradient Puma tracksuit.
  • A man with curly brown hair and a patterned headband stands centered against a gradient grey backdrop, wearing a technical running outfit.
  • A vibrant neon red Puma Deviate Nitro running shoe is shown in a crisp studio profile shot against a white background.
  • A side profile shot of a neon lime green athletic sneaker featuring a thick, textured white sole with a subtle 'NITRO' logo on the heel.
  • A profile view of a blue and white Puma running shoe, focusing on its aerodynamic shape.
  • A young man with dark hair looks directly at the camera, posing with his hands in the pockets of light-wash denim jeans.
  • A product shot shows the back of a red Portugal national team soccer jersey with a subtle, tonal wave pattern across the fabric.
  • A fair-skinned man with brown hair stands against a neutral gray gradient background, holding a Puma soccer ball.
  • A medium studio shot features a young man with chin-length brown hair and a neutral expression against a plain gray background.
  • A man with blonde shaggy hair stands against a solid grey background wearing a long-sleeved mesh motocross-style jersey.
  • A fair-skinned man with sandy blonde hair stands against a neutral gray gradient background, wearing a white and light blue Puma soccer jersey featuring an…
  • A man with dark curly hair models a Puma Manchester City long-sleeve jersey against a neutral grey background.
  • A light-skinned man with wavy light brown hair stands with his hands behind his back in a centered studio portrait.
  • A medium studio portrait shows a man with light brown hair posing in a white AC Milan training jersey against a neutral grey background.
  • A light-skinned man with a neutral expression poses in a studio setting wearing a white Manchester City V-neck jersey with a gradient blue vertical stripe…
  • A focused medium shot of a man with short hair wearing a white Manchester City kit, standing against a neutral grey studio backdrop.
  • A man wearing a fuzzy light blue and white beanie looks forward in this studio fashion shot against a clean grey background.
  • A man stands with hands on his hips against a gradient gray background, wearing a Manchester City football jersey featuring mismatched blue sleeves and…
  • A young man with light brown hair models a black Puma Borussia Dortmund football jersey featuring a subtle grey jagged pattern.
  • A medium studio shot of a fair-skinned young man with curly ginger hair modeling a grey and lime green Puma Borussia Dortmund training kit.
  • A young man with light-brown hair and a neutral expression poses in a black Puma football jersey against a gradient grey background.
  • A white Puma soccer jersey for the Pumas UNAM team, featuring a massive navy blue stylized cougar face graphic across the center.
  • A man with a buzz cut and small hoop earrings stands on an outdoor court at sunset, wearing a white Puma t-shirt featuring a green marble-patterned chevron.
  • A man with short blonde hair and a serious expression stands with his hands in his pockets, wearing an AC Milan home jersey with red and black vertical stripes.
  • A young man and woman pose side-by-side in matching dark brown McLaren Racing long-sleeved polo shirts with white collars and zippers.
  • A medium studio portrait of a young man with dark, wavy hair posing against a neutral grey background.
  • A front-facing product shot of a Monterrey soccer jersey featuring bold navy blue and white vertical stripes.
  • A man with braided hair and a neutral expression stands against a solid grey background, modeling a short-sleeved deep red Puma soccer jersey.
  • A man stands directly facing the camera in a studio shot, wearing a black Manchester City soccer jersey accented with gold trim.
  • A side-profile product shot of a low-top Puma Speedcat sneaker featuring a stark black-and-yellow color-blocked design.
  • A side-profile product shot of an all-black Puma platform sneaker featuring a thick, layered midsole with a distinct hollow architectural slit.
  • A profile product shot of a black Puma Suede XL sneaker with a distinct BMW M Motorsport theme, set against a plain white background.
  • A low-profile off-white suede sneaker is shown in a clean studio profile shot against a plain white background.
  • A profile view of a Puma low-top sneaker featuring a black suede upper and a textured brown gum rubber sole.
  • A low-profile black Puma sneaker is presented in a studio profile shot, featuring a striking black-and-white houndstooth fabric panel across the upper.
  • A single Puma Suede sneaker is showcased in a profile studio shot against a white background.
  • A low-profile Puma x Ferrari motorsport shoe is shown in profile against a plain white background.
  • A single Puma Suede sneaker is shown in profile against a plain white background, featuring a stark black upper accented by vibrant red laces.
  • A profile product shot of a black PUMA BMW M Motorsport Roma sneaker against a white background.
  • A side profile shot of a deep forest green suede PUMA Basket sneaker against a plain white background.
  • A profile product shot of a black Puma lifestyle sneaker, featuring a thick, sculpted midsole and a mixed-material upper of mesh and leather.
  • A side-profile product shot of a teal and black Puma sneaker featuring a lime-green striped formstrip.
  • A sleek, black leather Puma low-top sneaker featuring a distinctive tan gum sole is captured in a profile product shot against a plain background.
  • A top-down studio product shot displays a pair of black PUMA slides side-by-side, showing both the footbed and the textured outsole.
  • A side-profile product shot of a monochromatic red PUMA Suede sneaker with a thick white textured midsole.
  • A vibrant red suede low-profile sneaker is showcased in a profile studio shot against a white background.
  • A studio product shot of a Puma x Porsche Suede sneaker shown from a side profile against a white background.
  • A side-profile product shot of a Puma x McLaren sneaker featuring a dynamic mix of vibrant orange, deep chocolate brown, and cream.
  • A high-performance Puma F1 sneaker is shown in a crisp profile studio shot against a white background.
  • A single Puma Suede sneaker is shown in profile against a plain white background, featuring a deep teal suede upper and a textured off-white sole.
  • A white Puma x BMW M Motorsport Roma sneaker is shown from a profile view against a plain background.
  • A side-profile product shot of a black Puma soccer cleat featuring dynamic teal curved lines radiating across the upper.
  • A side-profile product shot of a Puma Ultra soccer cleat featuring a vibrant green upper with a grass-like textured pattern.
  • A man stands centered against a neutral grey gradient background wearing a bright blue Puma Al-Hilal FC soccer jersey with a dark geometric pattern.
  • A studio portrait of a Black man with a serious expression, wearing a vibrant forest green Puma t-shirt featuring a large yellow and red 'Senegal' graphic on…
  • A vibrant blue Puma soccer cleat is shown in a crisp profile shot against a plain white background.
  • A side-profile product shot of a white Puma Ultra soccer cleat features a vibrant burst of neon pink and orange geometric patterns across the heel.
  • A full-body studio photograph features a woman standing confidently in all-black athletic wear, holding a silver and coral soccer ball at her hip.
  • A woman with blonde hair slicked back stands against a neutral grey background wearing a white Manchester City third jersey.
  • A single Puma soccer turf cleat is shown in a side-profile studio shot against a plain white background.
  • A vibrant pair of pink PUMA soccer cleats featuring contrasting toe box gradients in neon orange and bright blue.
  • A studio photo features two children, a girl with her hair pulled back and a boy with blonde hair, standing side-by-side against a neutral gray gradient.
  • A young boy with dark curly hair stands against a gradient gray background, wearing a bright blue Puma athletic jersey and light-wash denim shorts.
  • A high-performance Puma football boot is shown in profile against a plain white background.
  • A side profile product shot of a white Puma Future Ultimate football boot featuring vibrant neon orange and mint green accents.
  • A medium studio portrait of a young man with curly red hair posing with arms crossed against a gradient grey backdrop.
  • A white short-sleeved football jersey features a striking central navy blue vertical stripe with jagged, frequency-wave edges.
  • A man with a buzz cut and serious expression poses in a vibrant blue Puma track jacket against a neutral grey gradient background.
  • A studio photograph features a girl and a boy standing side-by-side against a neutral gray gradient background.
  • A man with dark hair poses in a studio setting against a solid grey background, wearing a split-color red and orange jersey.
  • A pair of vibrant, neon pink Puma FUTURE soccer cleats are showcased against a stark white background in a clean studio product shot.
  • A focused portrait of a Black man wearing a forest green zip-up Puma track jacket with white piping and gold accents.
  • A fair-skinned man with wavy light brown hair stands against a neutral gray gradient background, modeling a light blue quarter-zip training top.
  • A side-profile product shot of a PUMA Deviate Nitro running shoe, featuring an all-white and metallic silver color scheme.
  • A profile view of a Puma running shoe featuring a thick, sculpted cream-colored 'NITRO' midsole and a lightweight mesh upper.
  • A single Puma NITRO running shoe is captured in a profile product shot against a clean white background.
  • A lavender-colored PUMA running shoe is showcased in a profile studio shot against a white background.
  • A vibrant neon pink and red Puma Nitro running shoe is shown in a crisp side-profile product shot against a plain white background.
  • A sleek, monochromatic black running shoe is presented in a studio profile shot against a stark white background.
  • A side-profile product shot of a dark charcoal gray Puma running shoe featuring lime green accents along the signature formstrip.
  • A studio product shot of a Puma running shoe shown in profile against a plain white background.
  • A single all-white Puma running shoe is captured from a profile view against a plain white background.
  • A side-profile product shot of a monochromatic, vibrant red Puma running shoe against a plain white background.
  • A high-performance PUMA running shoe is shown in a profile studio shot against a white background, highlighting its thick, cream-colored 'NITRO' foam midsole.
  • A side-profile product shot of a light blue Puma running shoe with a thick, sculpted white and blue midsole.
  • A pair of vibrant Puma Nitro running shoes is presented in a studio product shot against a plain white background.
  • An all-white, low-top basketball shoe is captured in a profile product shot against a solid white background.
  • A side-profile product shot of a high-top Puma MB.03 basketball sneaker in a vibrant 'Electric Peppermint' purple colorway.
  • A woman with voluminous curly hair stands in a dynamic, low-angle pose against a neutral grey studio backdrop.
  • A low-angle studio photograph of a woman with her hair pulled back, holding a classic orange basketball labeled 'PUMA BASKETBALL'.
  • A side profile product shot of a black Puma Suede XL sneaker featuring a thick white midsole and a cream-colored formstrip.
  • A medium studio shot features a young boy with curly brown hair smiling confidently while wearing a black Ferrari t-shirt.
  • A man stands facing forward against a neutral grey gradient background, wearing a dark chocolate brown Puma t-shirt and a matching brown trucker hat.
  • A profile product shot of a high-performance running shoe featuring a vibrant aqua-mesh upper with lime green accents and a dark grey logo sweep.
  • A side-profile product shot shows a vibrant teal running shoe with a thick, sculpted sole in stacked layers of lilac and teal.
  • A woman with her hair pulled back poses in a pale lavender crewneck Puma sweatshirt featuring a small tonal logo on the left chest.
  • A man stands with one hand on his hip against a gradient gray studio background, wearing a vibrant coral-red Puma short-sleeved performance shirt.
  • A profile product shot of a mint green athletic running shoe with lavender and yellow accents on its sculpted, layered sole.
  • The back of a red short-sleeved Portugal football jersey is centered against a white background, featuring a subtle horizontal wave pattern.
  • A light-skinned man with wavy blond hair and a serious expression poses against a gradient grey background wearing a red Puma Swiss National Team jersey.
  • A medium studio shot features a young man with wavy brown hair posing against a neutral grey gradient background.
  • A young man with dark curly hair stands with hands on his hips, wearing a light blue Manchester City football jersey featuring 'ETIHAD AIRWAYS' in white text.
  • A light-skinned man with wavy brown hair stands in a studio portrait, wearing a light blue long-sleeved Manchester City soccer jersey with white trim.
  • A studio portrait of a man with a buzz cut wearing a sky blue Manchester City jersey with white trim on the collar and cuffs.
  • A medium studio shot features a young man with wavy, shoulder-length brown hair wearing a red and black striped AC Milan home jersey and white shorts.
  • A man with a serious expression stands against a neutral grey studio background, wearing a white Senegal national team jersey featuring a subtle, tonal lion…
  • A man with short buzz-cut hair and arm tattoos models a Puma soccer jersey against a solid grey studio background.
  • A man with curly hair stands with his arms crossed against a plain grey gradient background, looking directly into the camera.
  • A single slate-blue running shoe is showcased in a profile product shot against a plain white background.
  • A side-profile product shot of a PUMA athletic shoe featuring a vibrant neon yellow mesh upper contrasted with deep navy blue laces and lining.
  • A profile product shot of a triple-black trail running shoe against a plain white background.
  • A single all-black Puma running shoe is captured from a side profile against a white background.
  • A focused-looking blonde woman with her hair in a tight braid poses in a black quarter-zip long-sleeve athletic top.
  • A man stands centered in a full-body studio photograph, wearing a hooded grey-and-black marble-patterned Puma jacket zipped partially over a lime green shirt.
  • A woman stands with arms crossed against a studio backdrop that fades from dark to light grey.
  • A front-facing studio shot of a young man with dark hair and a neutral expression, dressed in a monochromatic pale mint athletic ensemble.
  • A man with short blonde hair stands with his hands on his hips, wearing a long-sleeved black performance shirt featuring a small silver Puma logo on the left…
  • A woman stands in a three-quarter pose against a gradient grey studio backdrop, showcasing black Puma running shorts and athletic gear.
  • A side-profile product shot of a high-performance running shoe in a vibrant electric yellow with deep purple accents.
  • A profile product shot shows an all-black Puma trail running shoe on a plain white background.
  • A profile product shot of a PUMA running shoe featuring a neutral taupe mesh upper with a bold black formstrip and vibrant coral-pink accents on the heel…
  • A woman stands centered against a neutral gray background, wearing a taupe quarter-zip cropped sweatshirt and matching high-waisted performance shorts.
  • A side-profile product shot of a black Puma running shoe with a thick, textured white midsole.
  • A black Puma running shoe with a thick, sculpted white NITRO foam midsole is shown in a clean profile product shot.
  • A close-up studio photograph features a woman with a neutral expression wearing a black PUMA beanie and a blue, textured running vest over a black…

More from the Brand Skill

Website design system

PUMA’s website uses a light visual mode with dark text and high-contrast controls. Use a clean foundation and keep seasonal campaign colors scoped to their campaign.

Use compact, squared-off buttons with bold type for primary actions. Website buttons use a dark fill and white type; text links are underlined.

The interface establishes hierarchy with bold headings and generous spacing between major sections. Keep product and feature information legible and easy to scan.

Download Puma’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Puma’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 255 images and the logos. The font files belong to PUMA SE, so they’re left out.

Download the Brand SkillZIP, 9.4 MB

puma-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ website-design-system.md

│ ├ campaign-imagery.md

│ ├ product-experience-imagery.md

│ └ product-imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from us.puma.com on 3 Nov 2026. It isn’t Puma’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Puma and its logos are trademarks of PUMA SE. Rainbrand isn’t affiliated with or endorsed by PUMA SE.

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