- Puma is placing an even bigger emphasis on sport performance across its portfolio for its first global brand campaign in a decade, in response to a press release.
- “Forever. Faster. — See The Game Like We Do” represents the largest marketing investment thus far from the legacy sportswear company. It can also be the primary time the brand has put a unified messaging platform behind its football, running, basketball and handball offerings.
- An extended list of athlete ambassadors will amplify the campaign, which is running on TV, social media, public relations, out-of-home and point-of-sale channels all year long. Like rivals, Puma is eyeing upcoming sporting occasions, including the 2024 Summer Olympics, to forge a stronger reference to consumers.
Puma is looking for to streamline its messaging strategy and reinvigorate a positioning around sport performance with “Forever. Faster. — See The Game Like We Do,” the 75-year-old brand’s biggest campaign yet by way of media investment. The effort uniting Puma’s sportswear offerings goals to capitalize on closely watched events coming down the pike, including the UEFA Euro championship and Summer Olympics in Paris, for which the brand has produced dedicated creative.
New commercials vibrantly capture the energy of top-tier athletes in motion and the fans who’re enraptured by their skill when spectating either within the stadium or on TV. Ambassadors reminiscent of pole vaulter Mondo Duplantis, sprinter Karsten Warholm, soccer player Neymar Jr and basketball star Breanna Stewart help drive home the themes, with an emphasis on speed.
“Everyone dreams of getting a superpower and speed is Puma’s,” said Arne Freundt, CEO of Puma, in an announcement. “Through our ability to bring speed to life, Puma invites all people to interrupt through their very own limits, unlock their personal best and develop into a greater version of themselves, allowing them to see the sport like we do: Forever. Faster.”
A representative for the brand declined to share specific media investment figures behind the campaign, which appears across a big selection of channels, including Instagram, TikTok and YouTube. New York-based agency Matte Projects spearheaded “Forever. Faster. — See The Game Like We Do.”
Puma’s last global promoting campaign also bore the “Forever Faster” moniker and starred icons like Usain Bolt, who on the time was the world’s fastest man. The sports world has shifted significantly previously decade amid the continued ascendance of streaming and social media, with area of interest and ladies’s sports finding newfound popularity in a possible boon for apparel marketers.
Puma in June shook up its marketing organization, moving its base of operations from Boston to Germany, where it’s headquartered. The transition saw the departure of world brand chief Adam Petrick. The brand has contended with flagging profits and kicked off the 12 months by offering guidance that landed under analyst expectations.
Such struggles have develop into common within the sportswear industry, which is facing pressures related to inflation, changing international consumer tastes and global strife. Competitors are also eyeing more impactful marketing as a method to right their ships. Nike, which recently appointed a recent CMO, has committed to producing more distinctive brand marketing and said it would debut certainly one of its boldest ad campaigns in several years for the Olympics.
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