Puma: For the joy of sport

Puma developed its first truly global brand strategy with this campaign, differentiating itself from competitors by concentrating on the sportswear firm's long heritage and building a sense of joy.

Puma: For the joy of sport

Droga5

Summary

This is the story of a company that went shopping for an ad campaign and came home with a new category. That category went on to define not only what the brand stood for, but also the products it made, the ones it shouldn't and how every member of the company should behave. This case study describes how planning looked at the consumer with new eyes and saw that a new kind of athlete was being overlooked.

This is the story of bringing to life the joy of sport.

BAD SPORTS

PUMA's...

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