{"id":63572,"date":"2019-10-07T09:24:03","date_gmt":"2019-10-07T13:24:03","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=63572"},"modified":"2020-09-03T05:53:14","modified_gmt":"2020-09-03T09:53:14","slug":"puma-case-study","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/workspace-solutions\/case-studies\/puma-case-study","title":{"rendered":"How PUMA built an interim headquarters in record time"},"content":{"rendered":"\n

Around the world, companies of all sizes find space to succeed at WeWork. Our\u00a0case studies<\/strong><\/a> share their unique stories.<\/em><\/p>\n\n\n\n

The challenge: finding an interim space that reflects a global brand and attracts talent  <\/strong><\/h2>\n\n\n\n

An office is more than just where people work. This is especially true for PUMA<\/a>\u2019s Boston-based teams, which include marketing and product design. For them, an office space needs to be inspirational for employees thinking up their next big campaign or sneaker design and aspirational for talent interviewing at the multinational sportswear company.<\/p>\n\n\n\n

Unfortunately, PUMA didn\u2019t have that at their previous office.<\/p>\n\n\n\n

\u201cIt was outdated, dark, sparse\u2014it was hard to generate energy,\u201d says Tom Coen, vice president and deputy general counsel at PUMA. \u201cIt was not a modern space that employees and candidates expected. And we had the opportunity to fix that.\u201d<\/p>\n\n\n\n

That occasion came when the lease expired and the building was marked for demolition. PUMA started designing a Boston<\/a> headquarters that would get employees excited to come to work every day\u2014an office they would be proud of.<\/p>\n\n\n\n\n\n

\u201cBoston is a key location in the United States for an athletic footwear and apparel company,\u201d Coen says. \u201cThere’s a tremendous amount of talent in this area, so we needed to do everything we could to have a compelling office environment to attract and retain new hires.\u201d<\/p>\n\n\n\n

But it would be a full two years between breaking ground on the headquarters and moving in. PUMA\u2019s executive team knew that it was crucial to maintain the employee experience<\/a> during that time. <\/p>\n\n\n\n

They sought an interim office that didn\u2019t feel like a generic swing space. Even though it would be for only two years, PUMA needed a workspace that reflected their dynamic brand. Without it, they\u2019d be at a disadvantage in Boston\u2019s competitive market. In addition, Boston is an international hub for the company, and the space needed to accommodate\u2014and invigorate\u2014visiting teams from around the world.<\/p>\n\n\n\n

And true to their slogan, \u201cForever Faster,\u201d PUMA required a real estate solution quickly.<\/p>\n\n\n\n

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