15/09/2026
Kids know exactly what they want. 👨👩👧👦👟
And Emily Mueller-Lennox, our VP leading PUMA’s Kids business, believes brands need to listen.
"We shouldn’t underestimate how much thought children put into their decisions. There is usually a reason behind what they like or reject. Kids are more complex than many adults give them credit for."
But understanding kids goes beyond knowing which colors or graphics are trending. For Emily, it starts with getting the foundation right by understanding what kids actually need as a baseline from the products they wear: comfort, quality and utility. In other words, it has to first let them play and move how they want without getting in their way. Then come the details that let kids express who they are.
That’s also changing how we think about the moments our products need to fit into. Back-to-school isn’t just about the classroom. It’s the journey there, the sports field afterwards, the weekend that follows and everything in between.
For us, staying relevant to the next generation means listening closely, understanding their world and creating products that can keep up with it.
