At NRF 2025: Retail’s Big Show APAC (NRF 2025 APAC), world’s leading sports brand Puma and global financial technology platform Adyen shared how their strategic partnership is transforming retail operations and customer experiences across Asia Pacific and beyond.
From flagship stores to high-pressure, high-volume environments like Formula 1 events, Puma is leveraging Adyen’s unified commerce platform to deliver fast, frictionless, and flexible customer experiences—online, offline, and everywhere in between.
Since 2020, Puma has partnered with Adyen to consolidate its previously fragmented payment systems. Before that, multiple providers across different markets led to issues with fraud, reconciliation delays, and inconsistent customer experiences. By migrating to Adyen’s single platform, Puma has streamlined backend operations, improved reporting accuracy, and accelerated store and event rollouts in Singapore, Hong Kong, Malaysia, Australia and New Zealand, the UK, and other European markets.
This partnership underscores a growing trend among global retailers to consolidate fragmented payment systems into unified platforms—streamlining operations and enhancing the customer journey across every channel.
Key Highlights:
● From Fragmented to Unified: Before 2020, Puma operated with a mix of payment providers across different markets, resulting in operational inefficiencies and inconsistent customer experiences as a multinational business when scaling. Adyen’s unified platform now powers both online and in-store payments in a single ecosystem.
● Accelerated Rollouts: In Australia, Puma deployed Adyen’s POS terminals across 26 stores in under a month—fully remotely, effectively eliminating the cost of in-person deployment in a vast geographic market. Singapore and other markets have since adopted the same agile deployment model.
● Omnichannel Innovation: Puma is enhancing its omnichannel model to drive conversion rates and ensure seamless transactions, preventing missed sales opportunities by helping customers complete purchases in the moment. Customers can buy online and return in-store, or purchase in-store and receive goods from other store locations or warehouses—eliminating friction and keeping the buying process convenient.
● Customer-Led Payment Strategy: Puma adapts to local consumer preferences, whether that’s credit cards, e-wallets, or Buy Now, Pay Later (BNPL), Puma can quickly activate local payment methods via Adyen’s platform—meeting regional preferences without technical complexity.
● F1-Ready Payments: At high-volume events like Formula 1, Puma leverages Adyen’s mobile and scalable solution to process thousands of transactions efficiently—supporting seamless customer journeys in high-pressure environments. This enables high-speed setups and smooth customer flows during major global events.
“With Adyen, Puma is not only simplifying operations but also enhancing customer experiences on a global scale,” said Ben Wong, General Manager, Southeast Asia & Hong Kong at Adyen. “Retail today is about agility, speed, and personalization. From F1 events to everyday store operations, our partnership with Puma is a clear example of how unified commerce can empower retailers to operate smarter, move faster, and adapt to rapidly changing market conditions. Whether it’s enabling remote rollouts, supporting local payment preferences, or handling massive event transactions, we’re proud to help Puma deliver a seamless experience that puts the customer first.”
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