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143 144 <!-- End Google Tag Manager --> 145 <title>Emily Müller-Lennox about back to school with PUMA - PUMA CATch up</title> 146</head> 147 148<body id="body" class="animDarkMode bright "> 149<div class="wp-block-post-content"> 150 <header class="dark"> 151 <div class="row rowHeader"> 152 <div class="col nomobile"> 153 <a class="nomobile" href="/"> 154 <span class="site-logo"></span> 155 </a> 156 </div> 157 <!-- <a class="icon_search mobile" style="" href="/?s="> </a> --> 158 <a class="icon_search mobile" style="width:auto;height:auto;mask-size:19px;mask-position: center center" href="/?s="> </a> 159 160 <a class="site-logo site-logo-mobile mobile" href="/"></a> 161 162 <div class="col catnav stickyVertCenter tcenter nomobile"> 163 <a href="https://www.puma-catchup.com/category/sports/" class="navEle">Sports</a> 164 <a href="https://www.puma-catchup.com/category/sportstyle/" class="navEle">Sportstyle</a> 165 <a href="https://www.puma-catchup.com/category/corporate/" class="navEle">Corporate</a> 166 <a href="https://www.puma-catchup.com/category/our-legacy/" class="navEle">Our Legacy</a> 167 <a tabindex="0" class="" href="/?s="> 168 <span class="icon_search"> 169 </span> 170 </a> 171 </div> 172 <a id="burgerMenuButton" class="mobile iconBurger" onclick="toggleBrgsBrgsMenu()"></a> 173 <div class="col nomobile stickyVertCenter" style="padding-top: 25px;"> 174 <span class="icon_mode_dark clickable" tabindex="0" onclick="toggleDarkMode()"> </span> 175 </div> 176 </div> 177</header> 178<div id="burgerMenu" class="tcenter" style="display: none;"> 179 180 <a href="https://www.puma-catchup.com/category/sports/" class="brgItem tcenter">Sports</a> 181 <a href="https://www.puma-catchup.com/category/sportstyle/" class="brgItem tcenter">Sportstyle</a> 182 <a href="https://www.puma-catchup.com/category/corporate/" class="brgItem tcenter">Corporate</a> 183 <a href="https://www.puma-catchup.com/category/our-legacy/" class="brgItem tcenter">Our Legacy</a> 184 185 <span class="brgItem tcenter"> 186 <span class="icon_mode_dark" tabindex="0" onclick="toggleDarkMode()" style="width:30px;height:30px" ></span> 187 </span> 188 189</div> 190<div id="headspacer"></div> 191<article id="post-189093" class="post-189093 post type-post status-publish format-standard has-post-thumbnail hentry category-sportstyle"> 192 <div class="printurl" style="display:none;">https://www.puma-catchup.com/sportstyle/emily-muller-lennox-about-back-to-school-with-puma/</div> 193 <div class="entry-content"> 194 <!-- post header --> 195<div class="row rowSingleColumn "> 196 <div class="col breadcrumb"> 197 <a href="/">Home</a>/ 198 <a href="/category/sportstyle">Sportstyle</a>/ 199 Emily Müller-Lennox about back to school with PUMA 200 </div> 201</div> 202<div class="row rowPostHeaderImage headerImageAnim "> 203 <div class=" scrollAnim" 204 id="postHeaderImage" 205 style="width:100%;position:relative;overflow:hidden; 206 aspect-ratio:2 207 ;" > 208 <img decoding="async" alt="" 209 class=" " 210 src="https://www.puma-catchup.com/wp-content/uploads/2026/09/LOW-RES-1000x667-26AW_SP_Back-to-School_Full-Group_1616_RGB.jpg" style="transition: 0.35s all;height:100%;width:100%; 211 object-position: 49% 23%; object-fit: cover;"/> 212 </div> 213 214</div> 215<div class="row rowSingleColumnWide rowPostHeader "> 216 <div id="postHeaderText" class="col tcenter" > 217 <div class="cat"><a class="secondary" href="https://www.puma-catchup.com/category/sportstyle/">Sportstyle</a></div> 218 <div id="headerSocialIcons" class="headerSocialIcons tleft"> 219 <a class="facebook" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.puma-catchup.com%2Fsportstyle%2Femily-muller-lennox-about-back-to-school-with-puma%2F" target="blank"></a> 220 <a class="linkedin" href="https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.puma-catchup.com%2Fsportstyle%2Femily-muller-lennox-about-back-to-school-with-puma%2F" target="blank"></a> 221 <a class="x" href="https://twitter.com/share?url=https://www.puma-catchup.com/sportstyle/emily-muller-lennox-about-back-to-school-with-puma/&text=" target="blank"></a> 222 <a class="pinterest" href="http://pinterest.com/pin/create/button/?url=https%3A%2F%2Fwww.puma-catchup.com%2Fs
222portstyle%2Femily-muller-lennox-about-back-to-school-with-puma%2F" target="blank"></a> 223 </div> 224 <h1 class="" ><strong>âKIDS KNOW EXACTLY WHAT THEY WANTâ</strong></h1> 225 <div class="articleintro" >Back to school with PUMA: more color, more choice, more sport for every day</div> 226 <div class="date">September 9, 2026 </div> 227 228 <div id="" class="headerSocialIconsMobile tcenter mobile"> 229 <a class="sharing" id="mobileshare" onclick='navigator.share({ "title": "Emily M\u00fcller-Lennox about back to school with PUMA", "text": "Kids want comfort and self-expression, parents want quality and value. Emily M\u00fcller-Lennox explains how PUMA brings both together. And why multi-use, from school to sports, and more playful looks are gaining ground.", "url": "https://www.puma-catchup.com/sportstyle/emily-muller-lennox-about-back-to-school-with-puma/" })' target="blank"></a> 230 <a class="facebook" href="https://www.facebook.com/sharer/sharer.php?u=https://www.puma-catchup.com/sportstyle/emily-muller-lennox-about-back-to-school-with-puma/" target="blank"></a> 231 <a class="linkedin" href="https://www.linkedin.com/sharing/share-offsite/?url=https://www.puma-catchup.com/sportstyle/emily-muller-lennox-about-back-to-school-with-puma/" target="blank"></a> 232 <a class="x" href="https://twitter.com/share?url=https%3A%2F%2Fwww.puma-catchup.com%2Fsportstyle%2Femily-muller-lennox-about-back-to-school-with-puma%2F&text=" target="blank"></a> 233 <a class="pinterest" href="http://pinterest.com/pin/create/button/?url=https%3A%2F%2Fwww.puma-catchup.com%2Fsportstyle%2Femily-muller-lennox-about-back-to-school-with-puma%2F" target="blank"></a> 234 </div> 235 </div> 236</div> 237 238 239<!-- row text single --> 240<div class="gradientnone "> 241<div class="row rowSingleColumnWide spacing"> 242 <div class="col articleText"> 243 <div class="textStyle_default firstLetter" ><strong>Kids are having a say in what they wear at an increasingly young age â even if, in the end, it is still the parents making the purchase. For brands, that means every product has to convince two audiences at once. Emily Müller-Lennox has been Vice President BU Kids at PUMA since April 2026. She sees children developing their own opinions earlier, embracing more color and self-expression, and taking inspiration far beyond the traditional âkids worldâ. For PUMA, the biggest opportunity lies exactly where the brand has its roots: in sport.</strong></div> 244 </div> 245</div> 246</div> 247 248 249<!-- row cols image text --> 250<div class="gradientnone "> 251<div class="row rowTwoColumnsNarrow spacing articleText"> 252 <div class="col"> 253 <div class="" ><strong>Emily, what does the back-to-school season mean for PUMAâs Kids business?</strong><br><br>Back-to-school is one of the most important purchasing moments in the Kids business. Children have grown, summer is coming to an end and they need new shoes and clothes for the new school year. For us, it is therefore an important moment to be present with new exciting products.<br><br>What is in demand varies by market. In some countries, schools require black or white shoes, for example, while in Europe kids often need specific indoor shoes for school sports.</div> 254 </div> 255 <div class="col"> 256 <div class="bgimage" style=" aspect-ratio: 0.665234375 ; background-image: url('https://www.puma-catchup.com/wp-content/uploads/2026/09/Emily-Mueller-Lennox_0069-scaled.jpg'); background-size: cover;background-position: 50% 50%;width:100%"></div> 257 <div class="descr">Emily Müller-Lennox</div> 258 </div> 259</div> 260</div> 261 262 263<!-- row text single --> 264<div class="gradientnone "> 265<div class="row rowSingleColumnWide spacing"> 266 <div class="col articleText"> 267 <div class="textStyle_default " ><strong>Kids are developing their own tastes at an increasingly young age. How much influence do they have on what gets bought today?</strong><br><br>With younger kids, the parents still make almost the entire purchasing decision. As they get older, that shifts increasingly towards themselves. Kids know exactly what they want and they have a real say in what gets bought.<br><br>Friends, school and their wider environment play a big role. Social media is only one part of that. Kids today are also pretty savvy about knowing when something is being marketed to them. There are regional differences too: in the US, in my experience, kids often have more freedom in what they wear, whereas in Europe parents tend to stay involved in those decisions for longer.</div> 268 </div> 269</div> 270</div> 271 272 273<!-- row text single --> 274<div class="gradientnone "> 275<div class="row rowSingleColumnWide spacing"> 276 <div class="col articleText"> 277 <div class="textStyle_quote " >âComfort comes first for kids. If something is uncomfortable, they take it off â and may never wear it again.â<br><strong>Emily Müller-Lennox, Vice President BU Kids at PUMA</strong></div> 278 </div> 279</div> 280</div> 281 282 283<!-- row cols image text --> 284<div class="gradientnone "> 285<div class="row rowTwoColumnsNarrow spacing articleText"> 286 <div class="col"> 287 <div class="bgimage" style=" aspect-ratio: 0.6671664167916 ;
287 background-image: url('https://www.puma-catchup.com/wp-content/uploads/2026/09/LOW-RES-1000x667-26AW_SP_Back-to-School_Kid-Group_2219_RGB.jpg'); background-size: cover;background-position: 50% 50%;width:100%"></div> 288 </div> 289 <div class="col"> 290 <div class="" ><strong>What does a product need to deliver to convince both kids and their parents?</strong><br><br>For kids, comfort comes first. If something is uncomfortable, they simply wonât wear it. Then the look becomes important: clothes are a way for them to express what they like and what they identify with.<br><br>Parents focus more on quality, utility and value for money. In the best-case scenario, the kid really wants to wear the product and the parent feels the purchase is worth it.</div> 291 </div> 292</div> 293</div> 294 295 296<!-- row text single --> 297<div class="gradientnone "> 298<div class="row rowSingleColumnWide spacing"> 299 <div class="col articleText"> 300 <div class="textStyle_quote " >âKids donât see the same dividing line between the kids world and the adult world that we perhaps do.â</div> 301 </div> 302</div> 303</div> 304 305 306<!-- row image single --> 307<div class="rowImageSingle spacing"> 308 <div> 309 <div class="0 scrollAnim" 310 311 style="full;position:relative;overflow:hidden; 312 ;" > 313 <img decoding="async" alt="" 314 class=" " 315 src="https://www.puma-catchup.com/wp-content/uploads/2026/09/26AW_SP_Back-to-School_Kids-Lifestyle-FTW_Product-Laydown_2744_RGB-scaled.jpg" style="transition: 0.35s all;height:100%;width:100%; 316 object-position: 50% 50%; object-fit: cover;"/> 317 </div> 318 319 </div> 320</div> 321 322 323<!-- row text single --> 324<div class="gradientnone "> 325<div class="row rowSingleColumnWide spacing"> 326 <div class="col articleText"> 327 <div class="textStyle_default " ><strong>What trends are currently shaping the kids market?</strong><br><br>Kids donât see the same dividing line between the kids world and the adult world that we perhaps do. They see the same trends, looks and styles and want access to them, just in their sizes.<br><br>One major trend is multi-use. Products need to look good and work across different moments throughout the day. Especially as the cost of living rises, there is added value in a product that can meet several needs at once.<br><br>At the same time, looks are becoming more playful again. We are seeing more color, patterns, charms and small details. After a period of pared-back and âmatureâ looks for kids, things can be a little more fun again.</div> 328 </div> 329</div> 330</div> 331 332 333<!-- row text single --> 334<div class="gradientnone "> 335<div class="row rowSingleColumnWide spacing"> 336 <div class="col articleText"> 337 <div class="textStyle_default " ><strong>What role do idols and pop culture play?</strong><br><br>A big one. For younger children, it is often characters from films and shows, which is why collections such as Transformers or Dora the Explorer resonate. For older kids, athletes and other personalities have become more important.<br><br>LaMelo Ball is a great example. His colorful, expressive style really appeals to younger consumers. And the interesting thing is that we donât necessarily have to target those personalities specifically at kids. They are already watching them very closely.</div> 338 </div> 339</div> 340</div> 341 342 343<!-- row text single --> 344<div class="gradientnone "> 345<div class="row rowSingleColumnWide spacing"> 346 <div class="col articleText"> 347 <div class="textStyle_quote " >âKids are more complex than many adults give them credit for.â</div> 348 </div> 349</div> 350</div> 351 352 353<!-- row image multi 1 --> 354<div class="row rowImages2b spacing"> 355 <div class=""> 356 <div class="row inner"> 357 <div class="col"> 358 <div class="bgimage" style="aspect-ratio:1.4992503748126 ; background-image: url('https://www.puma-catchup.com/wp-content/uploads/2026/09/LOW-RES-1000x667-26AW_SP_Transformers_Outfit-1_1_RGB.jpg'); background-size: cover;background-position: 50% 50%;width:100%"></div> 359 <div class="descr"> 360 PUMA x Transformers 361 </div> 362 </div> 363 <div class="col"> 364 <div class="bgimage" style="aspect-ratio:1.4992503748126 ;
364 background-image: url('https://www.puma-catchup.com/wp-content/uploads/2026/09/LOW-RES-1000x667-26AW_SP_Dora-the-Explorer_Outfit-1_3_RGB.jpg'); background-size: cover;background-position: 50% 50%;width:100%"></div> 365 <div class="descr"> 366 PUMA x Dora the Explorer 367 </div> 368 </div> 369 <div class="col"> 370 <div class="bgimage" style="aspect-ratio:0 ; background-image: url(''); background-size: cover;background-position: 0% 0%;width:100%"></div> 371 </div> 372 </div> 373 </div> 374</div> 375 376 377<!-- row text single --> 378<div class="gradientnone "> 379<div class="row rowSingleColumnWide spacing"> 380 <div class="col articleText"> 381 <div class="textStyle_default " ><strong>How does a brand stay relevant without simply chasing every short-lived trend?</strong><br><br>By not doing exactly that. I often use the analogy of the cake and the frosting: first, you have to get the cake right, then we can add frosting as the extra.<br><br>For me, the Kids business is a mirror of the overall brand. Kids donât want a different PUMA world. They want access to the same brand in a way that works for them. Trends, colors, and graphics can be added on top, but the foundation has to be right.<br><br>And we shouldnât underestimate how much thought children put into their decisions. There is usually a reason behind what they like or reject. Kids are more complex than many adults give them credit for.</div> 382 </div> 383</div> 384</div> 385 386 387<!-- row text single --> 388<div class="gradientnone "> 389<div class="row rowSingleColumnWide spacing"> 390 <div class="col articleText"> 391 <div class="textStyle_default " ><strong>Where do you see the biggest opportunity for PUMA in the Kids business?</strong><br><br>In sport. This is an area we havenât paid enough attention to in the Kids business in the past. We are already seeing a lot of success in football; basketball has worked for us in the US, and we are continuing to build training and multi-sport. Being successful here will help us to strengthen our credibility in sport and give us a platform to grow across other categories.<br><br>At the same time, the economic environment will shape the market. Parents will think more carefully about where they spend their money. And in the end, above all, the kid must really want the product.</div> 392 </div> 393</div> 394</div> 395<!-- row category header --> 396<div class="row rowCategoryHeader" style="grid-template-columns:1fr"> 397 <div class="col" style="display: flex; align-items: baseline;"> 398 <h2 class="bgPuma"> 399 <span>Our latest articles</span> 400 </h2> 401 </div> 402 403</div> 404 405 406 407<div class="row rowSlider3 spacing scrollAnim"> 408 <div class="nomobile swiperArrow swiper-button-prev swipeprevbffb3935-eea1-4f76-9b48-1e494555ec96" style="top:unset;margin-top: 170px;margin-left:15px;"></div> 409 <div class="nomobile swiperArrow swiper-button-next swipenextbffb3935-eea1-4f76-9b48-1e494555ec96" style="top:unset;margin-top: 170px;margin-right:15px;"></div> 410 <div id="swipe_bffb3935-eea1-4f76-9b48-1e494555ec96" class="swiper myswiper" data-ssize="4" data-id="bffb3935-eea1-4f76-9b48-1e494555ec96"> 411 <div class="swiper-wrapper"> 412 <div class="swiper-slide swiper-slide4 articleTeaser" style="min-width: 338px;"> 413 <a class="hoverzooma scrollAnim" href="https://www.puma-catchup.com/corporate/stefan-kretzschmar-why-tough-times-matter/" 414 tabindex="-1" 415 id="189179" 416 style="width:100%;position:relative;overflow:hidden; 417 aspect-ratio:1 418 ;" > 419 <img alt="" 420 class="hoverZoom " 421 src="https://www.puma-catchup.com/wp-content/uploads/2026/10/2026_9_Stefan-Kretzschmar-scaled.jpg" style="transition: 0.35s all;height:100%;width:100%; 422 object-position: 57% 50%; object-fit: cover;"/> 423 </a> 424 425 <a href="https://www.puma-catchup.com/category/corporate/" class="secondary2" style="margin-top: 17px;">Corporate</a> 426 <h4><a href="https://www.puma-catchup.com/corporate/stefan-kretzschmar-why-tough-times-matter/"><strong>handball icon Kretzschmar on success and setbacks</strong></a></h4> 427 <div class="description shortExcerpt"> 428 Speaking with PUMA CEO Arthur Hoeld, the handball star reflects on setbacks, leadership and resilience, explaining why the toughest moments often provide the greatest opportunities for growth. 429 </div> 430 <a class="primary" href="https://www.puma-catchup.com/corporate/stefan-kretzschmar-why-tough-times-matter/">read the story</a> 431 </div> 432 <div class="swiper-slide swiper-slide4 articleTeaser" style="min-width: 338px;"> 433 <a class="hoverzooma scrollAnim" href="https://www.puma-catchup.com/sportstyle/laurent-fricker-on-how-culture-and-communities-influence-sportstyle-success/" 434 tabindex="-1" 435 id="189110" 436 style="width:100%;position:relative;overflow:hidden; 437 aspect-ratio:1 438 ;" > 439 <img alt="" 440 class="hoverZoom "
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621 src="https://www.puma-catchup.com/wp-content/uploads/2026/08/26AW_TS_Football_Premier-League_Reactivity-Ball_002_RGB-scaled.jpg" style="transition: 0.35s all;height:100%;width:100%; 622 object-position: 50% 50%; object-fit: cover;"/> 623 </a> 624 625 <a href="https://www.puma-catchup.com/category/sports/" class="secondary2" style="margin-top: 17px;">Sports</a> 626 <h4><a href="https://www.puma-catchup.com/sports/the-first-premier-league-match-ball-with-nitro-technology/"><strong>WHEN THE BALL UNDERSTANDS THE STRIKE</strong></a></h4> 627 <div class="description shortExcerpt"> 628 The new Premier League ball introduces NITROFOAM to a match ball for the first time. But the story behind Stellar NITRO is not just about innovation, it is about creating confidence with every touch. 629 </div> 630 <a class="primary" href="https://www.puma-catchup.com/sports/the-first-premier-league-match-ball-with-nitro-technology/">read the story</a> 631 </div> 632 <div class="swiper-slide swiper-slide4 articleTeaser" style="min-width: 338px;"> 633 <a class="hoverzooma scrollAnim" href="https://www.puma-catchup.com/sports/kelsey-mitchell-tyrese-haliburton-interviewing-the-indianapolis-icons/" 634 tabindex="-1" 635 id="188971" 636 style="width:100%;position:relative;overflow:hidden; 637 aspect-ratio:1 638 ;" > 639 <img alt="" 640 class="hoverZoom " 641 src="https://www.puma-catchup.com/wp-content/uploads/2026/08/Kelsey-Mitchell_Tyrese-Haliburton_hero-1.jpg" style="transition: 0.35s all;height:100%;width:100%; 642 object-position: 52% 6%; object-fit: cover;"/> 643 </a> 644 645 <a href="https://www.puma-catchup.com/category/sports/" class="secondary2" style="margin-top: 17px;">Sports</a> 646 <h4><a href="https://www.puma-catchup.com/sports/kelsey-mitchell-tyrese-haliburton-interviewing-the-indianapolis-icons/">"Good Humans First, Great Basketball Players Second"</a></h4> 647 <div class="description shortExcerpt"> 648 WNBA star Kelsey Mitchell joins the PUMA family to become the first athlete added to Tyrese Haliburtonâs signature Hali Line. The two icons from Indianapolis talk friendship, Kelseyâs trajectory, and whatâs next for the franchise. 649 </div> 650 <a class="primary" href="https://www.puma-catchup.com/sports/kelsey-mitchell-tyrese-haliburton-interviewing-the-indianapolis-icons/">read the story</a> 651 </div> 652 </div> 653 </div> 654</div> 655 656 </div> 657</article> 658<div id="modalBg" > </div> 659<div id="modalGallery" > </div> 660<div id="modalClose" class="iconX" onclick="closeModalGallery()"></div> 661 662<prefooter> 663 <div class="row"> 664 <div class="col"> 665 </div> 666 <div class="col"> 667 <div class="statement"> 668 <h2> 669 CATCH UP OPENS THE DOORS TO PUMAâS WORLD â FROM SPORTS AND STYLE TO CORPORATE INSIGHTS AND OUR LEGACY, INVITING EVERYONE TO EXPERIENCE THE PASSION THAT DRIVES US FORWARD. 670 </h2> 671 </div> 672 </div> 673 <div class="col colborder"> 674 <div class="footerlogo"> 675 </div> 676 <div class="col footerSocialIcons tcenter"> 677 <a target="_blank" href="https://www.instagram.com/puma/" class="insta_white_svg"></a> 678 <a target="_blank" href="https://www.youtube.com/user/puma" class="youtube_white_svg"></a> 679 <a target="_blank" href="https://www.facebook.com/PUMAgroup/" class="fb_white_svg"></a> 680 <a target="_blank" href="https://www.linkedin.com/company/puma" class="linkedin_white_svg"></a> 681 <a target="_blank" href="https://twitter.com/pumagroup" class="twitter_white_svg"></a> 682 <a target="_blank" href="https://de.pinterest.com/puma/" class="pinterest_white_svg"></a> 683 </div> 684 <div class="row rowLinks"> 685 <div class="col"> 686 </div> 687 <div class="col"> 688 <a href="/">Home</a><br/> 689 <a href="https://www.puma-catchup.com/category/sports/">Sports </a><br/> 690 <a href="https://www.puma-catchup.com/category/sportstyle/">Sportstyle </a><br/> 691 <a href="https://www.puma-catchup.com/category/corporate/">Corporate </a><br/> 692 <a href="https://www.puma-catchup.com/category/our-legacy/">Our Legacy </a><br/> 693 <a href="https://eu.puma.com" target="_blank">Shop at PUMA</a><br/> 694 </div> 695 <div class="col"> 696 <a href="/imprint">Imprint</a><br/> 697 <a href="/legal">Legal terms</a><br/>
697 698 <a href="/data-protection">Data protection</a><br/> 699 <a class="optanon-show-settings">Cookie settings</a><br/> 700 <a href="https://about.puma.com" target="_blank">about.puma.com</a><br/> 701 </div> 702 </div> 703 </div> 704 </div> 705</prefooter> 706<footer class="tcenter"> 707 © Puma SE, Herzogenaurach 708</footer> 709<div> 710 <canvas id="glcanvas" width="100vw" height="100vh" style="visibility: hidden;position: absolute;top:0px" ></canvas> 711</div> 712</div> 713</body> 714</html> 715 716<!-- 717Performance optimized by W3 Total Cache. Learn more: https://www.boldgrid.com/w3-total-cache/?utm_source=w3tc&utm_medium=footer_comment&utm_campaign=free_plugin 718 719Object Caching 131/159 objects using Redis 720Page Caching using Disk 721 722Served from: www.puma-catchup.com @ 2026-10-02 13:06:36 by W3 Total Cache 723-->
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