Interview with
Florence Weber Former Puma designer
AG: We would love to know how you got your start as a Puma intern; what drew you to the company, were you already interested in sport shoe design?
FW: After graduating from La Cambre School in Brussels with a degree in Industrial Design — along with internships in the fashion department — I began an internship at a local product design agency in 2002. One day, PUMA’s design agency came across my portfolio on Core77, which was essentially the Behance of its time. They reached out, asking if I was still in Munich and whether I’d be interested in designing shoes. My answer? Big JAWOHL or better hell yes! And so, on March 3rd 2003, I started as an intern at Puma Munich. Fun fact: Joerg (fellow designer at PUMA, creator of the Future Cat) and I actually started on the same day!
The original design for the PUMA Impulse Cat; image from Florence's portfolio dated November 2003.
AG: Walk us through your initial ideas of the Impulse Cat; we remember you telling us about your sketches at the time, just drawing "on the fly" so to speak!
FW: To be completely honest, the Impulse Cat was exactly what its name suggests — an impulse design. My very first shoe project for PUMA was actually a ballerina-inspired take on the PUMA King: the Soccarina. Ballerinas were a huge fashion trend at the time, but hybrids were still unheard of, so the Soccarina never made it into the range.
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But as you know, I’m a big fan of recycling. A few weeks later, I was working on a tennis shoe collection for Spring '05. I finished my designs fairly quickly and had some extra time before the sketch review. Meanwhile, my colleague Uwe was working on an F1 sandal brief — obviously a men's sandal. Inspired by the grid girls, I decided to reimagine the Soccarina as an F1 ballerina. I think I literally did one sketch — and that was it.
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Florence's original Soccerina design and sketch, as well as her mood board. Dated June 2003.
​AG: Tell us more about the timeline of how the Impulse Cat was proposed - when was it made? What was the timeline like?
FW: Still, convincing management wasn’t easy — at the time, women were simply wearing the same styles as men, just in smaller sizes! A women’s specific sneaker was practically unheard of. But thankfully, the right people believed in the idea. We went from prototype to final samples, and from the very first season, it was a huge success.
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The following season, more models were briefed, and even more after that. But the original Impulse Cat remained the standout — it was by far the most successful. And, needless to say, it completely outsold the men’s sandal!
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AG: Did you feel that Puma Motorsport was lacking a feminine touch/design department when you first designed the Impulse Cat? And how do you feel now knowing that you helped launch a very successful, new part of the brand?
FW: Absolutely. As I mentioned before, women’s sneakers simply weren’t a thing back then — maybe a different color or size, but never a women’s specific model, and certainly not in motorsport. Looking back, I’m extremely proud to have created something that now feels so obvious.
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Several of Florence's other ballet flat designs for PUMA in the early 2000s.
​AG: Did you ever attend the famous Puma Design Camps?
FW: Yes! Though I have to say — what happens at Design Camp stays at Design Camp... oopsie! Seriously though, it was AMAZING. PUMA designers from studios all over the world came together for a few days in one select location. Having so much talent under one roof — brainstorming, collaborating on a theme, and, of course, partying at night — it was an incredible experience! And it built lifelong friendships.
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AG: How closely did you work with Jörg at the time, or the other designers at the motorsport division? Was it an open space, where design ideas were bounced back and forth?
FW: Each of us had our own product briefs and categories to focus on, but since we were such a small team — I think just six designers in Munich at the time — we constantly bounced ideas back and forth. Even though we had separate offices, we always knew exactly what everyone was working on as we spent plenty of time in each others offices.
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We really spent a lot of time together, not just in the office but also traveling — to Herzo (PUMA HQ), Asia, and trade fairs. Looking back, it really was an amazing time.
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Photos of the PUMA design team including Florence, Jörg Rohwer-Kahlmann (Future Cat designer) and Romain Girard, dated early 2000s.
AG: Did you have further plans/ideas for ballet flats or other footwear design for Puma, that maybe didn't end up seeing the light of day?
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FW: Quite a few but most of them made it into the range. I'm still thinking of recreating the Soccarina 25 years later. Especially now with the Fenty x King i still believe it would be very cool!
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Some of Florence's key ballet flat designs from her time at PUMA, including the Impulse Cat (top, blue/yellow), Roman Cat (white/green), Cora (injection soles in black) and the Talia (orange).
AG: Where did you go after Puma in your footwear design career? Did you bring over some of your knowledge from your time at Puma?
FW: After PUMA I went to Lacoste and Fred Perry in London and Tommy Hilfiger in Amsterdam. Since 2023, I work on freelance projects, as well as my own 'encore' styles.
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PUMA and Mr. Hieblinger (our boss) were a tough, but very efficient school. I learned so much during those years. What an unbeatable first experience. I actually think about it a lot.
AG: And finally, what design are you most proud of/love the most?​
FW: There's been so many projects over the 20 + years, but my first Impulse Cat OG was always my favorite. And well now my Studio Encore x Dirk Bikkembergs series with Andro1dgirl of course!
In 2025, Andro1dgirl collaborated with Florence on a very special customisation of a pair of Dirk Bikkembergs sneakers, as part of her work at Studio Encore. You can view this project and Florence's other fantastic designs at the link above!