Jay Chiats 2011 Joint Grand Prix Winner: How Puma found its niche

This paper provides a deeper insight into the strategy and creative that drove Puma's "Joy of Sport" global repositioning campaign, which jointly won the Grand Prix at the 4A's Jay Chiat Awards for Strategic Excellence 2011.

View the Jay Chiat Awards for Strategic Excellence landing page

Jay Chiats 2011 Joint Grand Prix Winner: How Puma found its niche

Once upon a time, two German brothers had an argument about the family footwear business. In 1948, one brother started Adidas; the other went in a different direction with a company he would call Puma.

The history is only relevant today, Ben Jenkins, strategy director at New York agency Droga5, told an audience at the 4A's (American Association of Advertising Agencies) Jay Chiat Strategy Festival in New York City, because it helps explain the shoe market today....

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