BRAND CAMPAIGNS

Sports icon Puma launches first worldwide brand campaign in a decade

By our African Marketing Confederation News Team | 2024

New campaign unveiled this month aims to convey the brand’s ‘unique connection with speed’ ahead of Olympics and Euro 2024.

Global sports company Puma has launched its first worldwide brand campaign in 10 years, with the tag line ‘Forever. Faster. – See The Game Like We Do’. The objective is to strengthen its positioning as the ‘Fastest sports brand in the world’.

Puma’s new campaign features Jamaican athlete

Shericka Jackson, among others. Photo: Puma

“The campaign conveys the brand’s unique connection with speed and invites everyone – professional and everyday athletes alike – to see the game like Puma does,” the company says in a worldwide press release.

Its new campaign launched on 10 April and is being communicated across the media mix using touchpoints such as social media, TV, PR, OOH and POS. It includes a brand film and utilises collaborations with top athletes like Neymar Jr. (soccer), Jack Grealish (soccer), Shericka Jackson (athletics) and Karsten Warholm (athletics).

Later this year, Puma will present dedicated brand videos and creative sub-campaigns for the 2024 Summer Olympics, UEFA Euro 2024 and other key sporting events.

Puma’s biggest marketing investment ever

“Our new global brand campaign is Puma’s biggest marketing investment ever,” says Richard Teyssier, Vice President for Brand and Marketing.

“It is the first time that Puma has one single message – ‘Forever. Faster.’ – throughout the entire year and across all performance categories such as football, running, basketball and handball.

“The holistic brand message is emotional and distinctive to make sure it connects and resonates with our target consumers.”

Adds Arne Freundt, CEO of Puma: “Speed is the superpower the greats use to change the game. Just like our world icons Mondo Duplantis, Karsten Warholm, Neymar Jr or Breanna Stewart, we know that speed unlocks athletic performance and victory in everyone.

“Through our ability to bring speed to life, Puma invites all people to break through their own limits, unlock their personal best and become a better version of themselves, allowing them to see the game like we do.”

You can watch the short version of the brand film here. Or the long version here.

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