PUMA has strengthened its partnership with Logistics Reply, a supply chain technology specialist within the Reply group, to accelerate the use of artificial intelligence across its global warehousing network. The collaboration introduces GaliLEA, an AI-enabled assistant integrated into the LEA Reply™ platform, designed to enhance logistics efficiency and elevate everyday user experience.
Between 2022 and 2024, PUMA implemented the LEA Reply™ Warehouse Management System (WMS) across major distribution hubs in Austria, South Africa, and India. This rollout created a strong operational backbone across the EMEA and APAC regions, improving process consistency, increasing scalability, and providing real-time operational visibility.
The introduction of GaliLEA marks a significant step forward in PUMA’s logistics digitalisation journey. Built using modular microservices and advanced AI, GaliLEA enables seamless interaction with WMS tools through natural-language text and voice. Its central orchestrator, the Agent Space, coordinates intelligent agents that automate support tasks, retrieve operational data, and assist with problem resolution.
Warehouse teams can use GaliLEA to access WMS information, address routine challenges, and generate personalised dashboards. The assistant can quickly resolve technical issues by referencing historical support cases or create pre-filled help tickets when manual intervention is required. It also allows instant retrieval of details such as order dispatch status and other operational insights.
PUMA reports notable gains from GaliLEA’s deployment, including greater user independence, reduced reliance on support teams, quicker access to operational data, improved decision-making through real-time insights, and smoother logistics workflows. Thomas Liske, Vice President Logistics at PUMA, highlighted the benefits of the collaboration, noting that the use of AI agents is reshaping warehouse operations by enabling multilingual training, instant dashboard generation, and rapid natural-language queries.
Enrico Nebuloni, Executive Partner at Reply, stated that supply chains are entering a new era marked by intelligent, autonomous systems. He said the partnership with PUMA showcases how agentic AI can simplify operations and offer powerful decision-support capabilities. This initiative forms an important part of PUMA’s broader digital transformation programme, aimed at boosting agility, efficiency, and user empowerment across its global logistics ecosystem.
PUMA is a globally recognised sports brand producing performance and lifestyle footwear, apparel, and accessories. Established 75 years ago, the company collaborates with athletes, designers, and leading brands to blend sport with culture. PUMA products are available in more than 120 countries, supported by a workforce of around 20,000 employees. The company is headquartered in Herzogenaurach, Germany, and owns the brands PUMA, Cobra Golf, and stichd.
Logistics Reply develops advanced supply chain software solutions that combine modular design with deep system connectivity. Its tools support seamless interaction between people, systems, and automation technologies, with strong focus on robotics integration and AI-driven operational decision-making. With more than 25 years of experience, the company helps organisations accelerate digital transformation and achieve long-term operational improvements.
Reply [EXM, STAR: REY, ISIN: IT0005282865] specialises in building digital solutions and communication-driven technologies. Through its network of expert companies, Reply works with leading firms across telecom, media, industry, financial services, and the public sector to design and implement business models enabled by AI, cloud computing, digital media, and the internet of things. Its services span consulting, system integration, and digital innovation.
