Aug 15, 2014
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Puma Forever Faster

Aug 15, 2014

Puma’s new international advertising campaign is off the starting blocks. With its new concept, the brand eschews previous attempts to become a lifestyle brand, instead emphasizing performance, speed and innovation.

The brand’s press release makes the message clear: "The new brand platform aims to make Puma the world's fastest sports brand. The slogan also speaks of itself: Forever Faster.

For its campaign and especially for TV ads, the Kering-owned sports brand has enlisted big-name athletes known for both their abilities and their personalities. They include Usain Bolt, the "the world's fastest man”; football stars Mario Balotelli, Sergio Aguero and Marta Vieira da Silva; the golfers Rickie Fowler and Lexi Thompson; and the Ferrari Formula 1 team. "The spot sees these sports men and women challenging convention and taking risks through determination, bravery, confidence and joy,” says Puma. “Forever Faster embraces the thrill of being first, the swagger of being the best, and the fun of being able to adapt."

The campaign also intends to highlight the brand’s innovative side in terms of products, trends and styles. "We’ve always been known as a brand that takes risks and that’s not going to change, Forever Faster clearly represents that,” said Adam Petrick, global marketing director of Puma. “This is going to change the way we approach product design and innovation as well as how we market our brand."

As Puma points out, Faster Forever reflects the company’s current mindset. Puma will need at least as much for the brand to actually become the fastest. During the second quarter of 2014 fiscal year, quarterly profits fell by 76%, although sales have they been stable.

Puma’s campaign will continue until the 2016 Olympic Games, which will be held in Brazil.

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