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Puma's Clever Little Bag Is A Home-Grown Innovation

Puma considered more than 2,000 ideas and 40-plus packaging prototypes before settling on the Clever Little Bag, which will replace the traditional cardboard box around its shoes this holiday season, but it did it all without conducting a single focus group, CMO Antonio Bertone tells Todd Wasserman.

"It's a lot of our own thinking," he says. "You can't go home and teach your kids to recycle if you're not doing it yourself."

A couple of analysts Wasserman talks to -- including Princeton Retail Analysis' resident "sneakerologist" Matt Powell -- feel the new bag is a good move for the brand. "It fits the psychographic of the Puma customer," Powell says. "It's hip, and yet it's green at the same time."

Read the whole story at Brandweek »

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