Puma is employing mobile to immerse its in-store customers in the brand experience and set itself apart from competitors. Among other things, visitors find an interactive wall of iPads and wall-mounted boxes displaying various images in dressing rooms. "It is our responsibility as a brand to be a challenger brand, to be irreverent, to be different from everybody else out there," said Adam Petrick, Puma's senior global head of brand management.
Puma taps mobile to set its brand apart
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