PUMA

PUMA Social
Campaign

To earn its own brand relevance, rather than trying to overtake the space that other sporting good behemoths already dominated, PUMA created a new category of social sports by launching PUMA Social. PUMA Social honors the “after-hours athlete”; the master of late-night games by championing any ‘sport’ that can be played with a drink in hand – foosball, pool, darts, bowling – and more. This is the athlete who is coming home at 5am, not leaving the house for a run. The athlete for whom swapping a phone number is a victory and winning a game of ping pong makes their day.

As the Global Creative Lead for PUMA’s Lifestyle business, I collaborated across departments (Marketing, Digital, Product, Retail), identified priorities, and oversaw agency Droga5 on the ideation and execution of the 2011 PUMA Social ecommerce and retail campaign. The photo campaign celebrated our teams of late-night champs. The “Pump Up” TV spot featured a rallying anthem. My responsibilities included agency briefing, shot list creation, agency feedback and guidance, senior art direction of the photo and video shoots, oversight of production, and management of deliverables across digital, print, OOH, and retail.

Results: The PUMA Social initiatives succeeded in creating a new category. As a result, PUMA saw increased sales for its Lifestyle business and massive merchandising opportunities. In cities such as Dubai, NYC and LA, PUMA expanded the Social platform with pop-up “PUMA Social Clubs".