PUMA: Alonzo's virtual music tour on GTA

Emeric Deminiere

PUMA, a sportswear and clothing brand, partnered with Alonzo, a rapper, to help him perform his new EP virtually in France so that he would not break COVID-19 lockdown rules.

Campaign details

Brand: PUMABrand owner: PUMALead agency: Havas Sports & EntertainmentCountry: FranceIndustries: SportswearMedia channels: Events & experiential, Gaming & in-game advertising, Livestreaming, Public relations, Word of mouth, influencersBudget: Up to 500k

Executive summary

France was under a lockdown. It was a difficult moment for music fans as all live music shows were cancelled.

Over the years, PUMA, a multinational corporation that designs and manufactures athletic and casual fashion, has created strong relationships with many artists, many wear the PUMA attire during their concerts.

And so, when Alonzo,...

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