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224        <h1 class="" ><strong>„KIDS KNOW EXACTLY WHAT THEY WANT“</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>
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229            <a class="sharing" id="mobileshare" onclick='navigator.share({ "title": &quot;Emily M\u00fcller-Lennox about back to school with PUMA&quot;, "text": &quot;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.&quot;, "url": "https://www.puma-catchup.com/sportstyle/emily-muller-lennox-about-back-to-school-with-puma/" })'  target="blank"></a>
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243        <div class="textStyle_default firstLetter" ><strong>Kids are having a say in what they wear at an increasingly young age – 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 “kids world”. For PUMA, the biggest opportunity lies exactly where the brand has its roots: in sport.</strong></div>
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252    <div class="col">
253            <div class="" ><strong>Emily, what does the back-to-school season mean for PUMA’s 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>
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277        <div class="textStyle_quote " >“Comfort comes first for kids. If something is uncomfortable, they take it off – and may never wear it again.”<br><strong>Emily Müller-Lennox, Vice President BU Kids at PUMA</strong></div>
278   </div>
279</div>
280</div>
281
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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 won’t 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>
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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 " >“Kids don’t see the same dividing line between the kids world and the adult world that we perhaps do.”</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	
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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 don’t 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 “mature” looks for kids, things can be a little more fun again.</div>
328   </div>
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335<div class="row rowSingleColumnWide spacing">
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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 don’t necessarily have to target those personalities specifically at kids. They are already watching them very closely.</div>
338   </div>
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340</div>
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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 " >“Kids are more complex than many adults give them credit for.”</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 don’t 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 shouldn’t 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>
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384</div>
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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 haven’t 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>
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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>
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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.
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436                     style="width:100%;position:relative;overflow:hidden;
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440                    class="hoverZoom "
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447                <div class="description shortExcerpt">
448                    How do you introduce the right product at the right time and who decides what’s on trend? The answer is contained a single word: Culture. PUMA’s Laurent Fricker, explains how cultural impulses emerge, how to spot them early, and how to turn them into products that resonate with consumers.
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460                    class="hoverZoom "
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467                <div class="description shortExcerpt">
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474                     tabindex="-1" 
475                    id="189104"
476                     style="width:100%;position:relative;overflow:hidden;
477                    aspect-ratio:1
478                    ;" >
479                <img alt=""
480                    class="hoverZoom "
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494                     tabindex="-1" 
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508                    Running shoes no longer have one job. Beyond the workout, they’re clocking in every day. Here’s why PUMA’s NITRO™ styles can also be a part of your everyday outfit.
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537                    aspect-ratio:1
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547                <div class="description shortExcerpt">
548                    Kids want comfort and self-expression, parents want quality and value. Emily Müller-Lennox explains how PUMA brings both together. And why multi-use, from school to sports, and more playful looks are gaining ground.
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574                     tabindex="-1" 
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576                     style="width:100%;position:relative;overflow:hidden;
577                    aspect-ratio:1
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580                    class="hoverZoom "
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596                     style="width:100%;position:relative;overflow:hidden;
597                    aspect-ratio:1
598                    ;" >
599                <img alt=""
600                    class="hoverZoom "
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611            </div>
612            <div class="swiper-slide swiper-slide4 articleTeaser" style="min-width: 338px;">
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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>
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642                    object-position: 52% 6%; object-fit: cover;"/>
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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 Haliburton’s signature Hali Line. The two icons from Indianapolis talk friendship, Kelsey’s trajectory, and what’s 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>
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