One Tool to Clarify Your Needs: PUMA’s Running Shoe Finder
Explore our online guidance tool – a smart way to present the best shoe for everyday movers
December 8, 2025
People cover countless kilometers every week. Caring for patients, juggling family errands or working long shifts. Their routines differ, but the challenge is the same: choosing the right footwear has become surprisingly complicated. Many rely on colour-sorted shelves or guesswork. And whether they walk five kilometers a day or run 15, the result is often the same – confusion instead of clarity.
This growing gap between real-life movement and the footwear market is exactly what PUMA set out to address with its Running Shoe Finder – an online tool to improve your health.
This growing gap between real-life movement and the footwear market is exactly what PUMA set out to address with its Running Shoe Finder – an online tool to improve your health.
It’s a raw autumn evening in Schwachhausen, a leafy suburb of the historic northern German city of Bremen. And as the harsh wind knifes round every corner, Hartwig, 61, a salesman at a local media group, is closely watching every step he takes – as he walks his powerful Airedale dog, Kerry.
“The cold season in Bremen is really not funny, as it can be absolutely perilous underfoot. Everything is just so slippery, and with a really impulsive dog like Kerry, I have to be very, very careful.” Hartwig explains.
“The cold season in Bremen is really not funny, as it can be absolutely perilous underfoot. Everything is just so slippery, and with a really impulsive dog like Kerry, I have to be very, very careful.” Hartwig explains.
“The first time we went walking in these weather conditions, I was wearing my office shoes, and it was a disaster. Kerry must have seen a cat and suddenly lunged forward, then I realised I had no grip at all – and you can imagine the rest,”
he recalls.
he recalls.
It was at that moment that Hartwig realised that as someone who needed to walk Kerry a long way every night, come rain or shine, he needed to put far, far more thought into his footwear.
A firm grip was clearly essential. And the shoe needed to withstand harsh weather.
A firm grip was clearly essential. And the shoe needed to withstand harsh weather.
But after considering sturdy climbing boots, he says he realised that it had to be running shoes given the amount of steps he would do per day.
“When it comes to people who move a lot on their feet, everyone thinks about joggers. But hardly anyone considers the non-joggers who walk just as much.” Hartwig points out, “There are so many of us -everyone from waiters to hospital workers. We cover many miles per week, so we need good running shoes.”
“When it comes to people who move a lot on their feet, everyone thinks about joggers. But hardly anyone considers the non-joggers who walk just as much.” Hartwig points out, “There are so many of us -everyone from waiters to hospital workers. We cover many miles per week, so we need good running shoes.”
Hartwig likes buying shoes in person, talking to salespeople, getting the texture and flex of a shoe between his hands. But as a busy salesman – and after some disappointing experiences in typical multi-brand shoe retailers – he has started looking for better guidance online.
“When you go to half the footwear shops, no one really helps you make sense of what’s on the shelves ,” Hartwig explains. “So if a digital tool can help find me products that meet my needs – grip, comfort, stability, then I’m more than happy to try it!”
PUMA Running Shoe Finder. A Tool Built for Real-Life Movement
Enter PUMA’s Running Shoe Finder tool, a guided digital questionnaire to help runners and walkers navigate the increasingly complicated world of modern sports footwear.Our tool attempts to bridge that gap by finding more about runners and walkers. Instead of sending users straight to color grids or long product pages, it starts with the fundamentals: How often do you move? How far? On what surfaces? Do you encounter harder pavements or softer park paths? Do you need stability, cushioning, grip, or durability? From your answers, the tool filters the range and highlights the shoe that best matches your needs.
For Hannah Duhaime, PUMA’s U.S. Running Shoe Finder expert, the goal was clear from the beginning.
“With our running shoe finder, we wanted to approach everyday and casual runners who are new to the brand. This customer group may not be confident enough to go in-store for a fitting but is still looking for a personalized approach with the added ease of online shopping.”
To build the experience, PUMA brought together expertise across the company. The Running Shoe Finder was developed with the collaboration of many teams across the Direct-to-Consumer organization and Running Business Unit – specialists in their field. As Hannah emphasizes, “we have so much valuable knowledge in the PUMA organization which allowed us to make smart decisions when crafting the experience.”
The tool also provides valuable insight into how people actually move. “20% of men and 35% of women select ‘Walking’ as their primary use case. For everyday runners, 40–50% average 0–10 miles a week here in the U.S.,” shares Hannah. These insights show how the understanding of running shoes is shifting:
NITROTM is no longer seen as a product just for performance runs, but as a comfortable companion for everyday movement – from evening walks to casual runs.
NITROTM is no longer seen as a product just for performance runs, but as a comfortable companion for everyday movement – from evening walks to casual runs.
Ultimately, the Running Shoe Finder brings clarity to anyone who moves -whether they run, walk, or simply want footwear that fits the rhythm of everyday life.
When Everyday Movement Becomes a Challenge
Like Hartwig in Bremen, teacher Anne Indinger in Rendsburg, Schleswig-Holstein, also covers miles each day – often without meaning to.Anne is a jogger, although she is now less mobile than before due to a serious injury last year. The consequences of that injury, combined with work days spent constantly walking from A to B to C, have put significant strain on her feet and joints.
“I move between classrooms every hour, and have navigate steps carefully, watching the difference between steady corridor floors and the sometimes unpredictable surfaces of playgrounds,” Anne shares. And on top of that, there are always children rushing around – adding even more physical and mental strain.
“Although I can walk pain-free now, I still can’t bend my foot the way I used to”. Anne´s everyday school routine has become increasingly challenging.
Therefore, she needs a shoe that offers cushioning, support, and warmth without overheating.
“Given these needs, I’m totally open to digital guidance. Any help I can get when buying running shoes is extremely appreciated, and I’d be really grateful for a digital shoe finder – as long as it gives real advice and isn’t superficial.”
From Confusion to Confidence
Stories like Hartwig’s and Anne’s are the ones that resonate most. They represent a far broader group of people looking for orientation. What at first feels overwhelming can quickly become manageable with the support of our online tool.As Hannah Duhaime concludes,
“80% of users stated they still wanted more product information to validate their purchase decision. With the Running Shoe Finder we close that gap to bring even more information to the consumer. To provide everything for the best possible experience. For the best guidance. And for the best personal shoe.”
You can find the PUMA Running Shoe Finder in the online PUMA Store under the Running section.
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