Photo source: prnewswire.com
Puma Social is a platform created by the sportwear apparel brand in order to celebrate and connect the after hours athletes. Puma realised that on the sportwear market, its competitors, Nike and Adidas are focusing their brand as the brand for sports performance and it would be difficult to overthrow them. What did Puma do? They thought outside the box and discovered a new type of athlete, one that’s more relatable and fun. Who is the after hour athelete found by Puma? The ping pong player, the bowling player, the darts player, the karaoke singer, the foosball player, your friend, yourself.
Now in its fifth year, Puma Social has become a social movement, that encompasses social events, social media, apps, films, and most of all a sense of belonging, a connection with others.
The whole idea of the campaign is the capture the fun and energy of late-night activities. The philosophy of the campaign is that life deserves to be played and enjoyed with others. A series of commercials were launched, the first, ”After Hour Athletes” following young after hour atheletes through the joy and agony of winning and losing, until dawn. The ad won a Cannes Grand Prix.
The sequel, ”Pump Up” is a video extremely different from the first one, with a more frat-boy macho attitude, with people partying all night and singing and praising themselves. This second commercial lost sight of the Puma thread so much that it felt like Nike did it for them.
Another one rallies against the superficial world of reality TV, urging fans to break free from the arms of the TV world, challenging them to create their own stories with their friends.
Puma Chief Marketing Officer, Antonio Bertone said of the campaign “It takes a lot of humility for a sports company to celebrate something as insane as an After Hour Athlete”. Unlike other sports brands that identify with elite athletes, Puma identified itself with the people who buy their clothes, developing not just their brand but also a community of new found athletes. What do you think of Puma Social?
References: adweek.com, adage.com, mashable.com, theonecentre.com