London, UK, 09, 09 2025: LoopUp has been selected by PUMA, one of the world’s leading sports brands, to accelerate its global move to cloud telephony. The collaboration replaces legacy systems with a fully integrated Microsoft Teams solution, paving the way for a consistent, scalable, and cost-effective voice platform across PUMA’s worldwide operations.
Deployments have recently been delivered in Australia and New Zealand as part of a broader initiative to consolidate PUMA’s voice infrastructure globally. Prior to working with LoopUp, PUMA was managing a patchwork of local telephony providers and on-premises PBX systems across regions, resulting in inconsistent service levels and limited scalability, along with high support and renewal costs. LoopUp’s proven experience delivering cloud telephony for multinational enterprises made them a natural fit to help PUMA streamline and standardize its voice environment.
In Australia and New Zealand, PUMA had been running a traditional Cisco PBX setup with significant hardware and maintenance overhead. LoopUp’s cloud-based solution enabled PUMA to retire this infrastructure and transition users to Microsoft Teams for all calling needs, simplifying management, reducing cost, and aligning with PUMA’s global shift to cloud-first collaboration tools. LoopUp’s deep Microsoft expertise and ability to deliver in-country PSTN replacement services ensured a smooth and compliant transition tailored to PUMA’s regional and global requirements.
LoopUp worked closely with both PUMA’s regional and global IT teams to ensure the solution met enterprise-wide standards. The deployment maintained a global standard while enabling localised billing and compliance, giving PUMA the ability to manage telephony consistently worldwide without compromising on cost control or operational oversight.
Following successful deployments in Chile, Mexico, and Argentina, the Australia and New Zealand rollout marks the next phase in PUMA’s collaboration with LoopUp. By standardizing voice through LoopUp’s fully cloud-based platform, PUMA is addressing challenges around fragmented infrastructure and service inconsistencies. LoopUp’s scalable solution continues to support PUMA’s global communications strategy, with upcoming deployments planned across the Asia-Pacific region.
“PUMA wanted a consistent telephony experience across all regions without adding complexity to their global IT environment,” said Kate Godwin, VP Sales LoopUp. “Our solution is designed to deliver exactly that; a scalable, cloud-based Teams telephony service worldwide, with local expertise and support overlaid.”
“LoopUp has been a responsive, reliable and agile partner throughout our Teams Phone deployment journey,” said Zoran Balenovic, Teamhead of IT Communication Systems at PUMA. “They’ve helped us simplify our telephony setup, reduce infrastructure costs, and deliver a consistent experience across multiple regions. Their global coverage and local support have been especially valuable as we modernise our communications platform.”
About PUMA
PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For 75 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach/Germany.
About LoopUp
LoopUp helps multinational enterprises consolidate how they buy and manage global Microsoft Teams telephony, offering phone numbers and full cloud-based PSTN replacement in more than 100 countries. LoopUp eliminates the need to manage multiple regional carriers, offering a single contract, consistent service delivery, and integrated Microsoft Teams voice – all backed by global design, deployment, and support. LoopUp is headquartered in London with operations worldwide.
For more information, please visit: https://loopup.com
