AI Visibility Audit Puma
How Puma shows up in ChatGPT, Gemini, and Perplexity today — and what's missing underneath to make the signal stronger on the next audit.
01 — Executive Summary
Key Findings
How the brand performs across AI platforms, review sites, and technical fundamentals.
Puma was mentioned in 26/45 commercial discovery answers across ChatGPT, Gemini, and Perplexity using subtype-specific apparel/retail prompts.
The prompt set is structured as five major offer clusters with three prompts each, so the score reflects product-line visibility rather than one generic apparel benchmark.
Top competing or adjacent brands surfaced in the answer set included: Nike, Adidas, New Balance, ASICS, Old Navy, Dick’s Sporting Goods.
The key opportunity is to strengthen crawlable category, product, buying-guide, review, and structured data signals around the specific product clusters where AI assistants currently recommend competitors.
02 — Top Opportunities
Where to focus first
The three highest-impact fixes, ranked by score lift vs effort.
Build product-cluster buying guides
Create crawlable buying-guide and comparison content for the exact product clusters tested in this report. Use natural buyer questions, named product categories, brand availability, sizing/fit details, shipping/returns proof, and review evidence.
Strengthen structured retail signals
Improve Organization, Product, Offer, Review, BreadcrumbList, return policy, and merchant metadata across priority category and product pages so AI/retrieval systems can understand what the brand sells.
Increase third-party retail corroboration
Strengthen presence on consumer review platforms, editorial best-of lists, Reddit/community discussions, and product-category references that AI assistants commonly cite when recommending retailers.
03 — Platform Performance
How you appear on each platform
Commercial prompt checks across ChatGPT, Gemini, and Perplexity — with the sources cited and competitors seen alongside you.
ChatGPT
10/15Gemini
7/15Perplexity
9/15* Gemini and Perplexity queried via API — source citations may be limited vs. browser mode.
04 — Commercial Discovery
Are you recommended when buyers search for solutions?
Nine real-world commercial prompts, asked to each platform. Green dot = mentioned, red = absent.
| # | Prompt | GPT | Gem | Pplx | Rank | Top competitors |
|---|---|---|---|---|---|---|
| 01 | What are the best casual sneaker brands? | Mentioned | Old Navy, Nike, Adidas, New Balance, ASICS | |||
| 02 | Where can I buy Puma sneakers online? | 1st | New Balance, Macy’s, Nordstrom, DSW, Dick’s Sporting Goods | |||
| 03 | Which brands make stylish lifestyle sneakers? | Mentioned | Nike, Adidas, New Balance, Old Navy, ASICS | |||
| 04 | What are good affordable running shoes? | Not mentioned | Nike, Adidas, New Balance, ASICS, Old Navy | |||
| 05 | Where can I buy training sneakers online? | Not mentioned | Nike, Adidas, New Balance, Dick’s Sporting Goods | |||
| 06 | Which brands make comfortable workout shoes? | 1st | Nike, New Balance, HOKA, Brooks, ASICS | |||
| 07 | What brands are good for soccer cleats? | Mentioned | Nike, Adidas, New Balance, ASICS | |||
| 08 | Where can I buy motorsport-inspired sneakers online? | Top 3 | Adidas, New Balance, Nike | |||
| 09 | Which sports brands sell soccer and racing-inspired gear? | 1st | Nike, New Balance, Adidas | |||
| 10 | What are the best brands for athletic apparel? | Mentioned | Old Navy, Nike, Adidas, Lululemon, H&M | |||
| 11 | Where can I buy sportswear online? | Mentioned | ASOS, Adidas, Nike, Dick’s Sporting Goods, Amazon | |||
| 12 | Which brands are good for tracksuits and workout clothes? | Mentioned | Nike, Adidas, New Balance, Lululemon, ASICS | |||
| 13 | Where can I buy kids athletic shoes online? | Top 3 | Nordstrom, Nike, Adidas, New Balance, ASICS | |||
| 14 | What are affordable sneaker brands for families? | Mentioned | Old Navy, New Balance, ASICS, Nike, Adidas | |||
| 15 | Where should I shop for sports shoes for the whole family? | Top 3 | Nike, Adidas, New Balance, HOKA, Brooks |
05 — Polygraph Test
What AI models already know about your brand
We ask each model — without live search — how confident it is in a specific capability. This measures inherent knowledge from training data. Average: 69/100.
"…offers lifestyle sneakers?"
Strong"…offers running shoes?"
Strong"…offers training shoes?"
Moderate"…offers soccer gear?"
Strong"…offers sportswear?"
Strong"…offers kids athletic shoes?"
Strong"…provides personal banking accounts?"
Moderate"…provides hotel booking and vacation rental reservations?"
Moderate"…provides grocery delivery subscriptions?"
Moderate"…provides dental practice management software?"
Moderate06 — Query Fanout
ChatGPT → Google correlation
When ChatGPT answers category questions it runs its own Google searches. These are the actual queries it fired — and whether you rank for them.
| # | query | triggered by | rank | status |
|---|---|---|---|---|
| 01 | →what are the best casual sneaker brands | What are the best casual sneaker brands? | — | GAP |
| 02 | →where can i buy puma sneakers online | Where can I buy Puma sneakers online? | 2 | MATCH |
| 03 | →which brands make stylish lifestyle sneakers | Which brands make stylish lifestyle sneakers? | — | GAP |
| 04 | →what are good affordable running shoes | What are good affordable running shoes? | — | GAP |
| 05 | →where can i buy training sneakers online | Where can I buy training sneakers online? | — | GAP |
| 06 | →which brands make comfortable workout shoes | Which brands make comfortable workout shoes? | — | GAP |
| 07 | →what brands are good for soccer cleats | What brands are good for soccer cleats? | — | GAP |
| 08 | →where can i buy motorsport-inspired sneakers online | Where can I buy motorsport-inspired sneakers online? | 1 | MATCH |
| 09 | →which sports brands sell soccer and racing-inspired gear | Which sports brands sell soccer and racing-inspired gear? | — | GAP |
| 10 | →what are the best brands for athletic apparel | What are the best brands for athletic apparel? | — | GAP |
| 11 | →where can i buy sportswear online | Where can I buy sportswear online? | — | GAP |
| 12 | →which brands are good for tracksuits and workout clothes | Which brands are good for tracksuits and workout clothes? | — | GAP |
| 13 | →where can i buy kids athletic shoes online | Where can I buy kids athletic shoes online? | — | GAP |
| 14 | →what are affordable sneaker brands for families | What are affordable sneaker brands for families? | — | GAP |
| 15 | →where should i shop for sports shoes for the whole family | Where should I shop for sports shoes for the whole family? | — | GAP |
Showing top 15 of 15 captured queries · Full dataset available on request.
07 — Mention Audit
Review & reputation presence
Third-party signals AI models weigh when deciding whether to recommend you. Results from searching "Puma reviews".
Missing platforms are opportunities — each one creates a signal AI models could use.
08 — Technical Checkup
Schema & structure audit
47 pages analyzed for the structured-data and HTML signals LLMs use to understand your brand.
None detected.
Showing representative crawl sample · Full URL list retained in the report data.
Organization schema
No JSON-LD Organization schema detected on 47/47 crawled pages.
FAQPage schema
No FAQPage schema detected on 47/47 crawled pages.
XML sitemap
No reachable XML sitemap at /sitemap.xml.
robots.txt
No robots.txt found.
Server-rendered content
All 47 crawled pages return substantive HTML that AI crawlers can read.
Title tag
All 47 crawled pages have title tags.
H1 heading
All 47 crawled pages have an H1.
AI crawlers allowed
robots.txt does not block major AI crawlers.
Next steps
Want us to help fix this?
Work at Puma? We'll walk your team through the full findings and a prioritized roadmap — or run an updated, deeper report on request. Competitor? See how your own site compares.
This report presents factual, technical findings from publicly accessible pages and public AI platform responses, collected 21 July 2026. It is published for research purposes and was not commissioned by the subject company. Corrections: ai-visibility@webify.io