PUMA Unleashes Its First Worldwide Brand Campaign In A Decade

Video screenshot via PUMA

PUMA is roaring back into the spotlight with its first global brand campaign in a decade. Dubbed Forever. Faster. – See The Game Like We Do, the endeavor marks the sportswear giant’s biggest marketing investment ever, according to company officials. This move comes as the sportswear brand sets its sights on reclaiming its position as a leader in performance apparel.

The spot centers around the concept of speed as the ultimate athletic superpower, symbolically represented by the big cat mascot. PUMA will leverage a multi-channel approach, utilizing television, social media, public relations, out-of-home advertising, and even in-store promotions to amplify its message. A star-studded roster of athlete ambassadors, including track and field phenomenon Mondo Duplantis, hurdling champion Karsten Warholm, footballing legend Neymar Jr, and WNBA superstar Breanna Stewart, will be featured prominently.

Image via PUMA

“Everyone dreams of having a superpower and speed is PUMA’s,” explains Arne Freundt, CEO of PUMA. “Speed is the superpower how the greats change the game. Just like our world’s 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 becoming a better version of themselves, allowing them to see the game like we do: FOREVER. FASTER.”

This rollout signifies a significant shift for Puma. In 2013, the company opted to unify its sports and lifestyle marketing efforts. However, this new initiative signals a renewed focus on the performance aspect of the brand's identity.

[via Marketing Week and Fashion United, video and images via PUMA]