At that time, almost all the enterprises adopt theshoes puma traditional demography method to analysis the consumer groups. It divided the consumers by the standards of age, education backgroud, and income levels. But Tony Bertram, the PUMA global brand managing director, hold the opinion that the life attitude and brand preference degree of a 19 years old Japanese student may similar to a 30 New York negro. Thinking manner and life style are the most important factors that influence Puma consumers. To creat an unique brand attitude that belongs to Puma is the core of marketing. We define 'sports' as an active lifestyle. We hope our customers keep this life style even though when she is a 70 years old grandmother, meanwhile, she is still our loyal customer. The core of PUMA market segmentation is 'Early-Adopters'.puma uk According to the marketing theory, all the consumers can be divided into innovator, early-adopter, early majority, late majority and laggard, accoding to their received time and acceptance for new products and new techology. The early-adopter account for about 13.5%, and they are generally opinion leaders in a market or area. So they help the brand recommend their products to early majority, late majority and laggard. The brand grasps the Early-Adopters tighter, the more possibility puma storeto win the competition. We can test the truthful of this rule with PUMA as an example.