PUMA: Palermo 180

Puma, the German manufacturer of high-end sportswear and lifestyle footwear, wanted to challenge the ascendency of Nike and Adidas in Argentina and their close association with football.

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,...

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