Puma exec Louis Joseph: How we keep score on innovation

louisjosephWhen the World Cup begins next month, or the Summer Olympics roll around again in 2016, the products that Louis Joseph and his team at Puma have been working on will take the field. High-profile sporting events like those give Puma major media attention — so much so that Joseph, Puma’s Global Director of Innovation and Strategy, organizes his innovation pipeline based on what will be ready to launch at each major event. Anything after the 2018 World Cup in Russia? That, he says, is a longer-term “dream project.”

Puma is a publicly-held $4 billion sports and apparel brand, headquartered in Germany and founded in 1924. Among the athletes who wear Puma gear: Usain Bolt, the world’s fastest man. Joseph joined the company in a marketing role in 2004, and has also worked for New Balance and K-Swiss.

We talked to Joseph about why he doesn’t believe in running an innovation skunkworks; the company’s new line of ACTV performance apparel; and how he measures success.

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