Falko Saft is Director of Consumer Experience & Digital Product at PUMA, where he leads the development of digital products and experiences that shape how consumers engage with the brand across every touchpoint, with over 15 years of experience in the sports and fashion industry.

His focus is on bringing together experience design, product thinking and emerging technology, including AI-powered tools, to make PUMA's digital ecosystem more intuitive, personal and responsive to what customers need. In his role, Saft works closely with cross-functional teams to translate consumer insight into product decisions, ensuring that innovation is grounded in real customer value rather than technology for its own sake.