PUMA: Palermo 180
DDB Argentina
ENTRY INFORMATION
Category: Product Manufacturing and DistributionCountry where program ran: ArgentinaDate program started/ended: February – April 2008
Product Description: Puma is a large German multinational company that produces high-end athletic shoes, lifestyle footwear and other sportswear.
Advertiser/Client Name: PUMAMedia Channels: PrintOtherWebsite: http://losbotinesdepalermo.com
STRATEGY
Marketplace Challenge:
Scenario:
MarketOver the last years, sports clothing brands have been changing their positionings, entering in new territories more related to fashion and trends, moving away from the sports’ world.
These changes have been prompted by consumer's tendencies,...