Puma launches brand campaign to boost its performance positioning
By Ralph Tathagata
Focusing on performance positioning.
Puma has launched its first global brand campaign in a decade. Considered as its “biggest marketing investment ever”, the campaign is designed to boost Puma ahead of a big year for sport.
The campaign will run across TV, social media, outdoor, PR and point of sale worldwide. The commercial features elite athletes such as footballers Jack Grealish, Luis Suarez and Neymar Jr, alongside sprinter Shericka Jackson and basketball player Breanna Stewart.
Commenting, Richard Teyssier, Vice-president for brand and marketing at Puma, said the campaign is the “first time that Puma has one single message” in its marketing across different categories, from football and running to basketball and handball.
“The holistic brand message is emotional and distinctive to make sure it connects and resonates with our target customers,” he said.
It would be recalled that in 2013, Puma announced it was unifying its sports and lifestyle marketing efforts to allow it to capitalise faster on culturally relevant sporting events. It was followed in 2014 with the tagline ‘Forever Faster,’ which has been repositioned a decade later in the new campaign.
Puma’s increase in marketing activity comes as sports brands ramp up for a blockbuster year with the forthcoming summer’s Olympic Games, the men’s UEFA European Football Championship and Copa América, including a host of other events.
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