Puma aims to elevate look, feel of its golf wear

Puma is moving toward a more mature look with its golf wear, starting with the technical construction and down to the colors, trim, collars, and logo.

According to Chris MacNeill, Puma's senior global product line manager for apparel, they are trying to elevate the overall look and feel of the brand and change people’s perceptions of what Puma is without completely losing where they’re come from, keeping it sporty while also looking more luxurious.

Its new offerings reveal that Puma also wants to increase its presence in pro shops at some of the higher-end, private clubs.

Part of the strategy includes moving to a more subtle logo. Instead of a large Puma cat on the chest of the left sleeve, many Puma pieces now feature a smaller Puma logo encircled under the back collar, while incorporating less splashy prints and colors.

The big unveil at this year’s PGA Show is a revamp of Puma’s layering catalog.