PUMA UAE PRIVACY POLICY AND COOKIE POLICY
Dear visitors to the PUMA UAE website and mobile applications: At PUMA UAE we understand the importance of making good use and care of the personal data of our customers and visitors (hereinafter referred to as the "Holders"), for which we are committed to treat their personal data in a legal and confidential manner and in accordance with the effective legal provisions.
Therefore, we inform Holders that this Privacy Policy has been prepared in accordance with the Federal Law on the Protection of Personal Data and its implementing regulations ("the legal provisions")
When you visit our website (https://ae.puma.com/), we may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences or your device. The collected information is usually not assigned directly to you, but to a pseudonymous identifier (e.g. Cookie-ID). “Cookies” and “similar technologies” (such as pixel tags or plugins) are referred to collectively as “cookies” for the purpose of this information. We use cookies to understand how you interact with our website, to provide certain (convenience) functionalities on our websites and to continually improve and, if applicable, customize your experience, including the display of interest-based advertising.
1) PRIVACY POLICY
General
This privacy policy corresponds to PUMA UAE (L.L.C) P.O Box 120270, Dubai, United Arab Emirates (hereinafter, "PUMA UAE" or referred to herein as us"), which is the company responsible for collecting, using, processing, and protecting the personal data from Holders.
Please read the following privacy policy carefully, which explains how we collect, use, communicate and transfer the personal information you provide to us through our websites and mobile applications (collectively, the "Platforms"), when you visit a Puma UAE store, when you make a purchase online, when you contact Puma UAE's Customer Service Center and/or an assistant by phone, or when you interact with us on social networks. This Privacy Policy refers exclusively to the Platforms, the Puma UAE stores in the UAE or the Customer Service Center and does not refer to the third-party websites mentioned or advertised on the Platforms.
We will understand that Holders have given us their express consent to the processing of their personal data when they voluntarily provide us with their personal data through the Platforms, by telephone, email, or other means through which they have provided us with their personal data.
Updates to this Privacy Policy
We may amend this Privacy Policy from time to time. When we do, we will publish the modifications through our Platforms.
Communicated information and how we use it
In order to fulfil the purposes of processing indicated in this privacy policy, we will collect the following personal data:
Personal identification data: name and surname, nationality, date of birth, gender.
Contact data: e-mail address, telephone number and shipping address.
Geographic location data
Property and/or financial data: payment information, such as the used payment method, name of the cardholder and the number of the used card.
Tax data: billing information and billing address.
Information about your preferences and interests related to the products we offer
Information generated by connected devices, including your IP address and device identification data, browsing related data, as specified in our Cookies Policy below.
Information you voluntarily provide to us for the purpose of handling complaints, claims or requests for information.
We collect your information as follows:
To access certain areas of our Platforms during the registration process, you will be asked to provide personal information (including your name and address, date of birth, email address and telephone number). By entering your information in the required fields, you give PUMA UAE permission to process your data in accordance with this notice.
When you purchase products through our Platforms, we collect certain information such as the details of your purchase, relevant payment information and, where appropriate, your tax details. In addition, we will also collect your personal information when you contact us (e.g., for an inquiry about one of our products or services), when you provide your data through our Platforms, when you visit a PUMA UAE's boutique or contact PUMA UAE's Customer Service Center by phone. Please note that phone calls will sometimes be recorded for security, training, and development purposes.
If you choose to interact with PUMA UAE through social network Platforms or other services provided by third parties, we will collect the information you provide through such means.
We also automatically collect certain information about visitors to our Platforms described in the section "Cookies Policy".
We will collect information about your location to the extent that we provide any location services described in the section entitled "Location Services" below.
We will use the information we collect for the following:
Necessary purposes: Those activities related to the purchase process and for which PUMA UAE needs to process Customer's personal data, in the understanding that all of them are absolutely necessary for PUMA UAE to be able to offer the services requested by the Customer. Such activities include the following:
- Manage and complete purchase orders online
- Delivery in store or points of sale of the products purchased online or, where appropriate, home delivery.
- Carry out services for return of products purchased online, changes due to product defects, product repair or, if applicable, product warranty.
- To facilitate deliveries, as well as to provide after-sales services related to the Customer's purchases.
- The geographic location data will be used to identify the PUMA UAE stores or points of sale closest to the Customer.
- To make a list of the Customer's preferences and interests, considering data related to their purchases or their wish list, age and gender, their country of origin, language, and currency selected, the newsletters they are registered to and their interaction with these and with events in the PUMA UAE world.
- To analyze consumer habits and preferences of the Customer, in order to prepare and send personalized communications to the Customer or, if necessary, to adapt the site according to its interests;
- Registration to the Site ("My Account") and the use of the services reserved for registered users (e.g. Wish List, My Orders, Quick Shop, monitoring of orders placed, status of shipments and returns requested, etc.).
- Attend to your doubts and requests through our Customer Service department.
- Send communications regarding services, including announcements and administrative messages such as order confirmations.
- Undertake a credit check, fraud prevention and other prohibited or illegal activities as part of our efforts to keep our Platforms and our services secure Understand how our Platforms are used, so that we can continually improve both our Platform and our services and other offers.
- To comply with obligations arising from the legal relationship with the Customer.
- Comply with the requirements of competent authorities as set out in the section on how we exchange your information.
Secondary purposes: Those activities that are related to the promotion of PUMA UAE's products and marketing activities, in the understanding that they are optional and not related to the purchase processes selected by the Customer. Such activities include the following:
- Identify the products and services that we think might interest you based on your information, such as your purchase history and your previous interactions with us.
- Organize raffles, sweepstakes, dynamics, or promotions in which Customers are invited to participate.
- Send Customer marketing communications (including emails and social media matching) related to PUMA UAE and other external partners that we believe may be of interest to you when we have a legitimate basis to do so.
- To send communications related to the PUMA UAE's Newsletter.
- To carry out market research, so that we can continuously improve the services we provide to our customers.
The above secondary purposes are based on your consent. You may at any time object to any of them, or revoke your consent, by exercising your "ARCO" rights as set forth in the respective section below.
IP Addresses
We will collect information about your computer or mobile device including, where possible, the IP address, operating system, access times and type of browsing. We use this information with your consent to better understand how users use the Platforms, as well as for internal reporting. We may anonymize this information and share it with advertisers, sponsors, or other companies.
About the Advertisements
The Platforms may make use of third parties, such as advertisers' networks and advertising exchanges to present you with advertisements on third party platforms when you leave our Platforms, and we make use of third-party statistics providers or other service providers to evaluate and provide information to us and/or third parties about the use of the Platforms and the display of advertisements and our content. Network advertisers are third parties that may display ads based on visits to the Platforms and other applications and visited websites. The operation of third-party ads allows us to customize the advertising we display in connection with products and services in which you may be interested.
We do not control third party tracking technologies, even if they are associated with our Platforms or ads. The statements regarding our practices do not apply to the methods of collecting information from employees by such third parties and other parties, or to the use of information collected by such parties. You should review the terms of service, privacy policies, authorizations, notifications, and preferences of such third parties regarding their information collection, storage, and exchange practices. We do not make any representations regarding the policies or practices of third-party advertisers, advertising networks or advertising exchanges or the third parties involved.
You have different options regarding ad delivery. You may refuse to receive certain types of behavioral-based advertising by visiting the third-party websites described in our "Cookies Policy". We are not responsible for the effectiveness or compliance of third party opt-outs.
Location Services
Some of the services we provide may use information about your location. For these services, which are typically available on mobile devices or applications, you are given the opportunity to consent to the use of location services, which, for example, process information derived from GPS, sensors, beacons, or Wi-Fi access points to enable you to benefit from a more personalized service. Your device will have settings that will allow you to disable these services if you no longer wish to benefit from them.
Period of retention of personal data
PUMA UAE keeps personal data of its Customers for a limited period of time, related to the purposes for which they have been collected and in accordance with the obligations of the law. At the end of the established conservation period, personal data may be anonymized or deleted, as the case may be. The conservation period may vary according to the type of purposes for which the data is used, the continuity of the relationship between the Customer and PUMA UAE, as well as the periods established by the applicable laws for the conservation of the data according to the purpose.
Transfer of personal data
In accordance with applicable law, PUMA UAE may make transfers, without the need for any permission, to holding companies, subsidiaries or affiliates that are part of PUMA UAE's commercial group and that operate under the same internal processes and policies.
We do not exchange your personal information with other people or companies not related to us, except in the following cases:
- we will share your personal information with third party service providers for the purposes of providing online payment services, handling credit checks and fraud prevention, courier services for home deliveries and any other services required for us to use your information for the purposes specified in the section entitled "Provided information and how we use it".
- we will share your personal information with any competent authority, court, regulator, government authority or other third party when we believe it is necessary to comply with a legal or regulatory obligation, or to protect our rights or the rights of any third party; and
- we will share your personal information with your consent to any third party that acquires, or to whom we transfer, all or substantially all of our business and assets. Should such a sale or transfer occur, we will make every reasonable effort to ensure that the entity to which we transfer your personal information uses it in a manner consistent with this Privacy Policy.
International transfer of personal data
The information we collect may be transferred, stored, and processed in any country or territory where one of our subsidiaries or third-party service providers is located or has facilities. Some of these third parties will use cloud-based storage solutions. While other territories may not apply the same level of data protection as in your home country, we will continue to protect the personal information we transfer in accordance with the same standards as in the country the information was collected in and in accordance with this Privacy Policy. In order to do so, we will use one of the following safeguards:
- Transfer to another country whose privacy legislation ensures an adequate level of protection of personal data similar or equivalent to the country it was collected in;
- Put in place a contract with the third party, which means they must protect the information to the same standards as in the country the data was collected in.
Protection of your information
We want you to feel secure in using our Platforms, so we are committed to protecting the personal information we collect. We limit access to your personal information to those employees who reasonably need to access it in the course of their work or to provide products or services to you. We have appropriate physical, electronic, procedural, technical, and organizational safeguards in place to protect the personal information you provide from unauthorized or unlawful processing and accidental loss, damage, or destruction. However, when we ask you to choose a password to access certain parts of our Platforms, you are responsible for selecting a strong password and keeping that password confidential. You must choose a password that you do not use anywhere else, and you must not share it with anyone else.
ARCO Rights
You have the right to request access to your personal information that we are processing and holding on file.
To request the correction, modification, or update of inaccurate, outdated, or incorrect data.
In some circumstances, you have the right to request the deletion or removal of your personal information or, where appropriate, to restrict its use and disclosure.
Similarly, you may revoke the consent you had granted for its processing, where this is possible.
You have the right to object to the processing of your personal information in some cases. In particular, you may ask us not to send you direct marketing communications at any time (please note, however, that we may continue to send you service-related communications [i.e., communications other than marketing communications], such as electronic mails of updated information on the status of your orders).
If you are willing to exercise any of these rights, you may write to us at the address indicated below in the Contact Us section. The deadlines for attending the inquiries of the ARCO rights exercised by the Customers will be attended according to the legal deadlines established by the applicable legislation.
You may opt-out of email marketing communications at any time by sending us an email at the address listed below under "Contact Us" section or by clicking on the "unsubscribe" link found in all PUMA UAE marketing emails.
Contact Us
If you have questions or comments about this Privacy Policy, or if you want to discuss general privacy issues, please contact us at the address below. You may also use this address if you wish to request access to your personal information that we hold, or to unsubscribe from receiving email marketing communications.
If you have any questions about this Privacy Policy or how your information may be processes, please contact us at [email protected]
By using our services, you agree that you have read this Privacy Policy and that PUMA UAE will process your personal data for the purposes indicated, including transfers that require your consent.
Last Update: June 2026.
2) COOKIE POLICY
Cookie Settings
You can manage your cookie preferences at any time by clicking on the “Cookie Settings” link available at the bottom of our website. This will open our cookie preference center, where you can accept or reject different categories of cookies. You may also configure your browser settings to block or delete cookies. Please note that disabling certain cookies may affect the functionality and performance of the website.
What are Cookies
Cookies are alphanumerical identification elements that we transfer to the hard drive of your computer via your web browser. They enable our systems to recognise your browser and to offer you services, such as saving items in your shopping bag.
Use of cookies
We use cookies and similar technologies on our website to ensure it functions properly, to improve your experience, and, where you have provided your consent, for analytics, personalization, and advertising purposes. Cookies are small text files stored on your device that allow us to recognize your browser and remember certain information, such as your preferences or past interactions with our website.
We use the following categories of cookies:
- Strictly Cookies Necessary
These cookies are essential for the operation of the website and cannot be disabled.
- Performance Cookies
These cookies help us understand how visitors use our website (for example, through analytics tools), so we can improve performance and usability. These cookies are only used with your consent.
- Functional Cookies
These cookies enable enhanced functionality and personalization, such as remembering your preferences. These cookies are only used with your consent.
- Targeting Cookies
These cookies may be used to deliver relevant advertising and measure the effectiveness of marketing campaigns. These cookies are only used with your consent.
You can manage or withdraw your consent at any time through the “Cookie Settings” available on our website.
Where required, cookies that are not strictly necessary will only be activated after you have provided your consent.
Third-Party Cookies and Technologies
We use third-party service providers to support analytics, personalization, and advertising activities. These providers may set cookies or use similar technologies on our website. These may include, for example:
- analytics providers (e.g. Google Analytics, Microsoft Clarity)
- marketing and personalization platforms (e.g. Emarsys)
- advertising and retargeting partners (e.g. Google Ads, Meta, TikTok, Snap, Criteo and similar providers)
These third parties may collect information such as your IP address, device information, browsing behaviour, and interactions with our website.
Such cookies will only be used where you have provided your consent via our cookie banner.
Google Analytics
We use Google Analytics on our websites, a web analysis service of Google Inc. (“Google”). Google Analytics uses cookies that allow an analysis to be made on the usage of our websites. The information generated by the cookie on the use of our websites is, as a rule, transferred to a server of Google in the USA, where it is stored. On behalf of PUMA, Google will use this information in order to evaluate the use of the websites, to prepare reports on the web-site activities, to analyze the impact and improve the customization of our digital advertisements, and to provide further services to PUMA connected with the use of the websites and of the Internet. The IP address transferred from the user’s browser with regard to Google Analytics is not merged with other data by Google. Further information on terms of use and data protection can be found under:
Google Terms of Service – Privacy & Terms – Google
Privacy Policy – Privacy & Terms – Google
This processing helps us carry out analyses in order to improve our website and our products, and to advertise our products on the Internet in a customized and efficient way.
Google Analytics Opt-out:
You can prevent the processing of your usage data (including your IP address) by Google Analytics generally, by downloading and installing the browser add-on available at the following link:
Google Analytics Opt-out Browser Add-on Download Page
In addition, you can also prevent Google Analytics from collecting your usage data on our websites by clicking on the following link:
Click here to opt-out of Google Analytics
In this case a persistent opt-out cookie is set in your current used browser, that prevents your data from being recorded in the future when you visit our websites with this specific browser. If you use another browser, Google Analytics will be in principle enabled, unless the opt-out cookie is also set in this browser. Please note, that Google Analytics will be enabled again, if you delete the abovementioned opt-out cookie in your browser.
Emarsys
We use Emarsys for personalization, analytics, automation and email campaigns (sending newsletters). Emarsys works through cookies and tracking pixels which help us to create newsletters and tailored advertisements. If you give your consent to receive our newsletter and have fully completed the double opt-in process to verify your email address accordingly [or have entered your email address on our website in connection with a purchase in our web shop] your personal data will be collected by Emarsys and combined into a [pseudonymized] user profile which can be assigned to your email address. When you visit our website, the data collected by Emarsys can also be merged into a [pseudonymized] user profile if you had given your consent to receive our newsletters at one of our retail stores. Your email address will be pseudonymized by us. If you have given your consent for receiving our newsletter we will process your following data: if you have opened our newsletter, what you have clicked on, when and how much time have you been surfing on our website, what products and categories have you been looking at, what have you purchased on our web shop and when, from what category at what cost and have you completed the check-out process.
The data protection guidelines of Emarsys can be found here:
This data processing (evaluation of the newsletter and the measurement of success) is based on our legitimate interests - subject to your given consent - to ensure the secure and user-friendly operation of our newsletter system and thus serves both our business interests and your expectations to improve our website, products and services.
Microsoft Clarity
We use the “Clarity” service of Microsoft Ireland Operations Limited, One Microsoft Place, South County Business Park, Leopardstown, Dublin 18, Ireland, on our website to analyze the use of our website.
Clarity documents user behavior, in particular the course of mouse movements and clicks on the website. This documentation can be used to create a graphical representation of the frequency of use of certain parts of the website and interactions on the website, so-called “heat maps”, as well as associated “session recordings”. The display is based on the above-mentioned input data when the website is used, without any screen recording taking place. In addition, Clarity processes information about your device (e.g. IP address, time zone of the device) and, if applicable, location data as part of the analysis.
You can find more information about Microsoft Clarity at:
https://clarity.microsoft.com/terms
https://docs.microsoft.com/en-us/clarity/faq
https://privacy.microsoft.com/en-us/privacystatement
The processing of your personal data is based on consent in accordance with the applicable data protection law.
You can give your consent to Microsoft Clarity in our cookie banner. You can revoke this consent at any time with effect for the future by deactivating Microsoft Clarity in our cookie settings.
Individual recommendations on our websites
When you visit our web pages, we use Google AdWords to process data on your user behaviour like watched products, content of shopping cart etc. in order to show you individual recommendations on our websites based on this data. For further details on the processing of data by Google AdWords please refer to Google’s privacy policy under the following link:
Privacy Policy – Privacy & Terms – Google
This data processing is necessary for the purpose of our legitimate interest to create a better user experience by tailored recommendations.
Individual recommendations Opt-out:
You can object to this data processing by clicking on the following opt-out link:
Google AdWords: https://adssettings.google.com
Display advertising/retargeting on third-party websites
When you visit our websites, tags and cookies are set by our retargeting provider(s) to track which products you have viewed or purchased on our websites. With the help of this information we can then show you individual offers of PUMA products on third-party websites via our retargeting provider(s), and analyze the results to further improve our advertising. For further details on the processing of data by our retargeting provider(s) listed below, please refer to the corresponding privacy policy / policies:
Google AdWords: Privacy Policy – Privacy & Terms – Google
Facebook Ads: Facebook
This data processing is necessary for the purpose of our legitimate interest to advertise our prod-ucts on the Internet in a customized and efficient way.
Retargeting Opt-out:
You can object to this data processing by clicking on the following opt-out link(s) of the respective retargeting provider(s).
Google Ads:https://support.google.com/adspolicy/https://support.google.com/adspolicy/
Meta Ads: https://transparency.meta.com/policies/ad-standards/
TikTokAds: https://ads.tiktok.com/help/article/tiktok-advertising-policies
Snap Ads: https://www.snap.com/ad-policies
Criteo: https://www.criteo.com/advertising-guidelines