Rascasse Audience Intelligence

Puma Target Market in United States

A data profile of the people who buy, follow and care about Puma in United States — modelled from more than twelve digital signal sources. Puma has an estimated audience of 8,313,717 people in United States.

#13among Sportswear in United States#436among Brand in United States#218in Fashion & Accessoires

The average Puma fan in United States is 32.4 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Sneaker collecting, NBA Finals, Nike, with strongest over-indexing on Sneaker collecting (6.29× the country average).

Demographically, the Puma audience skews more male with an average age of 32.4, and over-indexes on personality traits such as Early Adopter Mentality, Sustainability.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Puma fan in United States is more male, around 32.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Sneaker collecting.

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Puma profile in United States.

Audience size
8.3M
in United States
Gender
39.1%♀
60.9% male
Age
32.4
average years
Country rank
#4264
Brand in United States
Fig. 01

Search interest · 12-month trend

+62%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Puma

39.1% are female, 60.9% are male, average age 32.4.

Fig. 02

Gender split

39.1%
Female
60.9%
Male
Demographic split for Puma audience in United States
MetricValue
Female39.1%
Male60.9%
Average age32.4
Estimated audience size8,313,717
Fig. 03

Age distribution

Ø 32.4
average years
Age distribution of the Puma audience in United States
Age bracketShare%
16-1935%
20-2925%
30-3918%
40-4913%
50+8%
Fig. 04

Worldwide distribution

12.5%

of the worldwide Puma audience comes from United States.

Worldwide audience distribution share by country for Puma
CountryShare
United States12.5%
Mexico8.3%
Brazil7.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Puma audience in United States is strongest.

Fig. 05

Top regions by affinity

Puma customers by region in United States
#RegionReachAffinity×
01California~1.5M1.52×
02New York~600K1.46×
03New Jersey~300K1.41×
04Nevada~100K1.37×
05Georgia~300K1.34×
06Maryland~200K1.34×
07Texas~900K1.32×
08Florida~700K1.29×
09Massachusetts~200K1.29×
10Illinois~300K1.23×
11Washington, District of Columbia~30K1.23×
12Delaware~30K1.17×
13Louisiana~100K1.16×
14Arizona~200K1.15×
15Alabama~100K1.15×
16Connecticut~90K1.13×
17Mississippi~70K1.11×
18North Carolina~300K1.10×
19Virginia~200K1.10×
20South Carolina~100K1.07×
21Utah~70K1.06×
22Tennessee~200K1.01×
23Washington~200K1.01×
24Indiana~100K1.00×
25Pennsylvania~300K0.99×
26Missouri~100K0.95×
27Colorado~100K0.94×
28Oregon~80K0.94×
29Oklahoma~80K0.93×
30Rhode Island~20K0.93×
31Ohio~200K0.92×
32Michigan~200K0.92×
33Kansas~60K0.92×
34Arkansas~60K0.91×
35New Mexico~30K0.89×
36Wisconsin~100K0.87×
37Nebraska~30K0.87×
38New Hampshire~30K0.84×
39Minnesota~90K0.83×
40Kentucky~80K0.82×
41Iowa~50K0.78×
42Maine~20K0.74×
43Alaska~10K0.73×
44Idaho~30K0.72×
45Vermont~10K0.72×
46West Virginia~30K0.70×
47South Dakota~10K0.70×
48Hawaii~20K0.68×
49North Dakota~10K0.67×
50Montana~10K0.57×
Fig. 06

Affinity by region

Affinity by region — Puma, United States
0.57×1.00×1.52×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Puma audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Puma audience
#·InterestCategoryAffinity×
01TaobaoShopping12.73×
02Klay ThompsonSports8.46×
03StussyFashion & Accessoires8.38×
04Air JordanFashion & Accessoires7.33×
05New Orleans PelicansSports7.20×
06Utah JazzSports7.00×
07Carmelo AnthonySports6.75×
08Minnesota TimberwolvesSports6.40×
09Sneaker collectingFashion & Accessoires6.29×
10ASICSFashion & Accessoires5.98×
11Brooklyn NetsSports5.93×
12Phoenix SunsSports5.61×
13Giannis AntetokounmpoSports5.12×
14New BalanceFashion & Accessoires4.95×
15NBA FinalsSports4.72×
16NikeFashion & Accessoires4.67×
17NBA playoffsSports4.60×
18StreetwearFashion & Accessoires3.94×
19Los Angeles LakersSports3.76×
20Online shoppingShopping1.73×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Puma audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Puma audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER2.34×
SustainabilityBALANCE2.19×
Luxury OrientationPREMIUM1.69×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Puma audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.51×
Need for SecurityCONSERVATISM0.51×
PatriotismCONSERVATISM0.67×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Puma's target market in United States?

Puma's target market in United States covers an estimated 8,313,717 people, concentrated in California and Texas.

02

What is the gender split and age of Puma customers?

39.1% of the Puma audience are female, 60.9% are male, with an average age of 32.4 years.

03

Which brands do Puma fans like most?

Puma fans show strongest brand affinity for Sneaker collecting (6.29×), NBA Finals (4.72×), and Nike (4.67×) over the country average.

04

Where do Puma fans live in United States?

Puma fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~900K), and Florida (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Puma fans also like?

Beyond Puma itself, the audience over-indexes on NBA Finals (4.72×), Nike (4.67×), NBA playoffs (4.6×), and New Balance (4.95×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sportswear audiences in United States

See Puma audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Puma. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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