With Cobra Puma Golf Senior Vice President Russ Kahn
Puma’s rise in golf has long been defined by bold energy, athletic styling and a modern point of view that has challenged the sport’s traditional aesthetic. In recent seasons, the global brand has intentionally refined that identity, embracing greater lifestyle versatility and more elevated designs that resonate with both seasoned golfers and the new wave of players seeking apparel that works across daily activities.
At the same time, Puma has deepened its support of PGA of America partners through premium products, brand storytelling and visibility driven by tour players like Rickie Fowler and Lexi Thompson – all strengthening demand at retail. Russ Kahn, Cobra Puma Golf Senior Vice President, shares how the company will continue to push forward with its unique blend of sophistication and personality, as well as dynamic partnerships that connect golf with broader culture.
1 How would you describe the evolution of Puma in the golf market?
Russ Kahn: Puma entered the space as a disruptor, challenging traditional golf apparel by bringing energy, color and attitude to a category that had been fairly conservative. Over time, we have evolved into a full performance and lifestyle brand that combines technical details, modern styling and strong brand recognition that appeals to both traditional golfers and new players starting the game for the first time.
2 It’s been mentioned that Puma has become less flashy and more sophisticated in recent seasons. Would you say this is accurate, and please explain the change?
Kahn: Yes, and that’s an intentional decision on our part. We’ve refined our colors, fabrics and fits to create a more versatile assortment that works on and off the course. Don’t get me wrong, we still love our bright orange. But now it sits alongside a broader, more sophisticated lineup that appeals to today’s golfers.
3 What do you see as the most important trends in men’s and women’s golf, and how is Puma addressing them?
Kahn: Men’s golf apparel is moving toward athletic performance and away from the stiff, conservative apparel of the past. We are focusing on lightweight, breathable fabrics that provide stretch and mobility, and styling that transitions seamlessly beyond the course – all while enhancing players’ performance. This change in approach has proven to be a strong selling point for our retail partners.
The growth of women’s golf is one of the most exciting opportunities in the game today. We are committed to creating products that allow women to look and play their best without sacrificing style, comfort or performance. Through collections like our recent Show Me Your Mumu collaboration, we’re working to bridge this longstanding gap by delivering products that help women achieve peak performance and express their personal style on-course. That same mindset extends to our footwear category, where we design specifically for the female athlete instead of simply scaling down men’s styles.
4 How do the collaborations you do with other brands benefit Puma?
Kahn: Collaborations generate excitement and bring new customers into our world. Recent collaborations like Reigning Champ and Volition America create storytelling opportunities and allow us to connect golf with broader culture, whether that’s another sport, music, art or lifestyle. That cultural relevance ultimately helps drive traffic and sell-through.
5 What is the most important thing on the horizon for Puma?
Kahn: As golf becomes more accessible, the continued growth of the next generation of golfers is our biggest opportunity. We’re focused on innovating for performance and telling our story in a brand voice that feels modern and approachable. Combined with our strong PGA Professional of America partnerships, we see a strong runway for continued growth at retail.
