Puma launches first international marketing campaign in 10 years because it races for development

Puma unveiled its new high-performance sportswear vary for this summer season’s Olympic Video games within the occasion’s host metropolis, on the launch of its first international model marketing campaign in a decade, because it seeks worldwide model elevation.

It will likely be the official package provider for athletes from 17 nationwide groups, together with Jamaica, Brazil and New Zealand.

Puma chief govt officer Arne Freundt took to the stage on the Mob Home lodge in northern Paris on Wednesday 10 April to announce the advertising marketing campaign – beneath the tagline “Without end quicker – See the sport like we do” – which he mentioned goals to place it because the “quickest sports activities model on this planet”.

He advised the viewers: “Everybody desires of getting a superpower and velocity is Puma’s.”

The brand new marketing campaign is now stay throughout social media, TV, out of house media (similar to billboards and posters) and factors of sale worldwide, and features a movie that includes sports activities stars similar to Manchester Metropolis footballer Jack Grealish and Arsenal striker Kai Havertz.

Later within the yr, Puma will launch movies themed across the UEFA Euro 2024 soccer event (going down 14 June-14 July) and the Olympic Video games, which can begin on 26 July.

Freundt – who took up the highest position on the German sportswear model in January 2023 – mentioned the launch occasion had taken six months to plan, however he wouldn’t disclose the general price.

One of many high three priorities he recognized on first touchdown the job – alongside reaching extra customers within the US and China – was model elevation, he advised Drapers, figuring out the brand new international marketing campaign as a key a part of driving this.

“In some markets [consumers’] understanding that Puma is a efficiency model, continues to be lagging behind,” he added. “This model marketing campaign actually offers us the chance to chop by way of.”

Sports activities stars Karsten Warholm, Yaroslava Mahuchikh, Colin Jackson, Breanna Stewart and Armand Gustav “Mondo” Duplantis on the Paris occasion.

Highlighting the model’s efficiency credentials, the launch occasion was hosted by former world record-holder and Olympic medal successful hurdler Colin Jackson, a longtime Puma ambassador.

Jackson represented Nice Britain and Wales in competitions such because the Olympic Video games and Commonwealth Video games between the late Nineteen Eighties and early 2000s –and set a world report within the 110m hurdles in 1993, with a time of 12.92 seconds.

He was joined by US basketball participant Breanna Stewart, Ukrainian excessive jumper Yaroslava Mahuchikh, Norwegian sprinter Karsten Warholm and Swedish-American pole vaulter Armand Gustav “Mondo” Duplantis.

Throughout a Q&A session, Warholm defined how he labored with Puma’s design and product groups to develop a brand new state-of-the-art spiked operating shoe known as Berserker, which he’ll put on on the Paris Video games.

Mutaz Essa Barshim and Puma’s chief product officer Maria Valdes.

Additionally on stage was Qatari excessive bounce champion Mutaz Essa Barshim, who was interviewed by Puma’s chief product officer Maria Valdes about among the highlights from his athletic profession to this point.

The 4 monitor and discipline athletes then donned their nationwide sporting kits, as Puma revealed samples of the clothes for the Olympic Video games.