Puma Social: After Hours Athlete

The sportswear and clothing brand PUMA's lifestyle business was faltering and lacked a cohesive brand identity.

Puma Social: After Hours Athlete

Agency: Droga5Client: PumaProduct: Puma Social

Objectives

PUMA came to us looking for a campaign to reenergize their sputtering lifestyle business. Over the past decade the business had become stagnant, and we were tasked with first figuring out why, and then correcting it.

The brand kept experimenting with new products – and often quite radical ones. When they turned out to be "hits," sales responded very quickly. However, when new products weren't as successful, sales saw an equally reactive negative response. There seemed to be no buffer at all between product...

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