PUMA Partners with Fluid to Offer Customizable Arsenal FC Jerseys

by / Tuesday, 14 July 2015 / Published in Blog, Configurators, E-Commerce, Featured, Latest posts, News, Product Customization

At a massive launch celebration staged by PUMA at London’s Emirates Stadium, Arsenal Football Club recently unveiled their new 2015/16 jerseys. As fireworks boomed and fans belted out Arsenal chants, the new uniform was revealed, modeled by some of Arsenal’s finest including Hector Bellerin, Santi Cazorla, Tomas Rosicky, Nacho Monreal and Danny Welbeck. The event, hosted by legendary Arsenal forward Thierry Henry, was a spectacular success. In addition to the hundreds of fans that gathered at the stadium, more than 40,000 people tuned into PUMA’s live stream of the event while #FOREVERARSENAL skyrocketed to become the one of the top five trending hashtags in the U.K. “PUMA has a tremendous social media following, as does the Arsenal Football Club,” said Adam Petrick, PUMA’s Global Director of Brand and Marketing. “Our goal for this launch was to tie together the jersey unveiling at the Emirates Stadium in London with our millions of followers across various channels such as YouTube, Instagram, Twitter and Facebook.”

As much as the new uniforms were showcased, PUMA made sure that the fans were the focus of the event. PUMA proudly declares that these jerseys are “Powered by Fans,” as they have partnered with Fluid to create an experience where Arsenal fans can create and purchase custom jerseys online that feature their own name and number. And now, that same experience is available to Arsenal’s fans in the U.S and Canada.


PUMA and Fluid were able to work together to design and launch Arsenal’s customizable jersey platform in less than three months, a short timeline that was made possible thanks to the longstanding partnership between the two companies and Fluid’s unique blend of Ecommerce software and design service capabilities.

“PUMA has worked with Fluid on numerous design and Ecommerce projects over the last four years, so they knew our business and what we’re capable of. We understood their goals and requirements, and had the perfect product to meet those with Configure,” said Fluid CEO Kent Deverell. “Our understanding of the personalization landscape, Demandware, and back end systems all were key, and PUMA was a great partner and gave us everything we needed to succeed.”

The beating heart of this collaboration is Fluid Configure, a software platform that allows brands to create personalized shopping experiences where consumers can design, create, visualize and purchase customized products online. With PUMA, the user experience was paramount; the whole process of creating and ordering a custom jersey had to be seamless and easy, with design aesthetics that were a natural match for PUMA’s brand look and feel.

“PUMA had been considering adding customization to our digital experience for more than a year, and the launch of the 2015/2016 Arsenal kit presented itself as a perfect opportunity to debut this offering to our fans and customers,” said Tom Davis, PUMA’s Global Head of Ecommerce. “The easy part for PUMA was working with Fluid and the Demandware Commerce platform to make this product offering come to life. The hardest part was aligning all of the internal resources and teams to be able to execute the back end operations. Fortunately, we literally work #foreverfaster, and making this come to life in 90 days was a true team effort.”

PUMA launched their custom jersey tool on June 15 for their fans in Europe, while their full North America rollout including Arsenal’s away jerseys occurred on July 15th. PUMA has already seen fantastic results from the Arsenal launch, with customized jerseys accounting for more than %50 of all orders. “This initial success reinforces the trend towards customization within the Ecommerce space,” Davis said. “And I am confident PUMA will consider other ways to let our fans power our products going forward.”