Inside the PUMA archive

In early February 2026 we finally made it to the PUMA Archive, nestled deep in the historical centre of Herzogenaurach, Germany (better known as the birthplace of the Dassler brothers, aka PUMA and Adidas).

For years we’ve been chatting to @j.rohwerk and @studio__encore about doing this trip together; Joerg and Florence are former @pumamotorsport designers behind some of the most iconic shapes of the brand (the Future Cat and Impulse Cat amongst countless others!), so we knew having them alongside us in the archive would be invaluable beyond measure. We were also joined by Romain Giraud, head of Innovation, as he designed alongside Joerg and Florence in the early 2000s. It made the whole experience feel like a family reunion that we somehow got a seat at the table of!

Jörg Rohwer - Kahlmann, Florence Weber and Romain Giraud

Meeting @tung_hoang_ in person and being able to tour the archive with him was another dream come true. If we’re archivists, then Tung is the next level. Dream job!

Tung Hoang, manager of the PUMA Archive at PUMA HQ

Surrounding our archive visit was a packed day at PUMA HQ, including lunch, a tour of the Motorsports floor and being able to connect with so many people that we’ve been chatting to online for years. Thank you to everyone that came over and said hello, and apologies to those we missed (it so overwhelming in the best possible way, believe us when we say we were like kids in a candy store).

PUMA HQ

Browse below for some of our favourite moments! Needless to say, we need to come back ASAP as we didn’t even scratch the surface.

Thanks once again to everyone at @puma - what an incredible community around this brand, and one that we feel so privileged and happy to be apart of.