In what has been described by the brand as the "largest marketing investment in its history," Puma aims to position itself in the field of sports performance. This is how the strategy to "elevate" the brand is being carried out.
"Our new global brand campaign is PUMA's largest marketing investment in its history." This is how Richard Teyssier, Vice President of Brand and Marketing at Puma, describes the campaign launched today, April 10. In fact, the sports brand is launching its first global campaign in a decade. Its goal is to position Puma as the "fastest brand in the world." Here are the details of the campaign and the identity of a brand with 75 years in the market.
The title is "FOREVER. FASTER." Yes, the period after each expression is mandatory. Its goal is to position Puma as the "fastest brand in the world." How? By showing how its products help athletes from different disciplines achieve high performance.
Richard Teyssier points out that this campaign marks "the first time Puma has had a single message." In other words, it is a marketing strategy that applies to different categories, ranging from soccer to basketball and handball. "The brand's holistic message is emotional and distinctive to ensure that it connects and resonates with our target consumers," he says.
Forever Faster to revive PUMA
It's all part of a marketing restructuring plan that hopes to "elevate" the brand. This was stated by its CEO, Arne Freundt, earlier this year. Last year, the company also established a consumer insights team to gain a deeper understanding of its customer base. In addition, it opened a new "entertainment marketing center" in Seoul, to complement similar centers in Los Angeles and London.
The brand was founded in 1948 by Rudolf Dassler. His vision was to create shoes that would give athletes agility, lightness, and speed—just like a puma. In its 75 years of existence, it has worked with athletes, clubs, and federations to offer sporting excellence. However, in recent years, it has fallen behind its direct rivals in the sporting goods market.
Usain Bolt in Forever Faster
In fact, according to YouGov BrandIndex, a measure of overall brand health, it ranks last in the sportswear sector with a score of 14.7 compared to Reebok (17.4), New Balance (20.1), and Under Armour (20.4). On the other hand, market leaders Nike (31.1) and Adidas (35.3) top the YouGov ranking as of April 7.
In 2013, Puma announced that it was unifying its sports and lifestyle marketing efforts to enable it to capitalize more quickly on culturally relevant sporting events. This was followed in 2014 by the slogan "Forever Faster," which has been repositioned a decade later in this new campaign.
It should be noted that this action comes at a time when sports brands are preparing for a highly successful year due to this summer's Olympic Games, as well as the UEFA European Men's Football Championship and the Copa América, among others.
With this, Puma demonstrates its presence in the sports industry, as well as in casual wear, which is its strongest point, spreading its influence around the world. Understanding sport and enjoying its culture as the renowned German brand does is how it manages to set the pace and stand out from the rest. "See The Game Like We Do: FOREVER. FASTER."creates moments that will live on in history forever.
What's so special about the new PUMA commercial?
The campaign by the renowned German brand includes a hero video with creative contributions from top athletes such as Javier "Chicharito" Hernández, Antoine Griezmann, Breanna Stewart, Christian Pulisic, Felix Streng, Jack Grealish, Karsten Warholm, Kai Havertz, Lamelo Ball, Luis Suárez, Memphis Depay, Mondo Duplantis, Neymar Jr., Sergio Aguero, Shericka Jackson, and Yaroslava Mauhchikh, among others.
Similarly, the brand has mentioned that it will continue to release videos for the campaign "See The Game Like We Do: FOREVER. FASTER." These are expected to be announced as the CONMEBOL Copa América, UEFA Euro 2024, and 2024 Summer Olympics competitions progress.
The German brand's campaign will be present throughout the year in the categories of soccer, running, basketball, and handball.
This comprehensive brand message is very emotive and distinctive for sports enthusiasts. Be the most agile, be the fastest, always be "FOREVER. FASTER. – See The Game Like We Do."
Runner
https://www.youtube.com/watch?v=LRJP140fv3E
