Puma CEO Arne Freundt announced the first Puma brand campaign in more than ten years at the annual press conference over a month ago. Puma has now launched that campaign in Paris.
Puma has set out to reinforce its position in the sports industry through the global rollout of its “Forever. Faster. – See The Game Like We Do” campaign, which highlights the brand’s contributions to sports performance and establishes a tight connection with speed.
Emphasizing performance through athlete partnerships
Drawing on the prestige of partnering with top-tier athletes, such as Mondo Duplantis and Neymar Jr., the initiative seeks to convey the message that speed – more than a metric – is a pathway to the transcending of limits. Puma aims to inspire professional athletes and sports enthusiasts to unlock their potential by showcasing these partnerships.
“Everyone dreams of having a superpower, and speed is PUMA’s,” says Arne Freundt, Puma’s CEO. “Our new global brand campaign is Puma’s biggest marketing investment ever,” says Richard Teyssier, Vice President of Brand and Marketing. “This is the first time that Puma will have a single message – Forever. Faster. – throughout an entire year and across all performance categories, such as football, running, basketball and handball.” Puma’s goal is to send its target consumers a holistic brand message that is emotional and distinctive.
Puma plans to extend the campaign’s reach with brand videos and creative assets tailored to major sporting events later this year, including the CONMEBOL Copa America, UEFA Euro 2024 and 2024 Summer Olympics. The campaign’s launch has set a precedent for Puma’s strategic direction, emphasizing speed not just as a physical attribute but as a core brand philosophy that drives innovation, inspires athletes and resonates with sports enthusiasts globally.
Read on: “Puma is the challenger in sports and sports culture”
