Nike unveils revolutionary marketing campaign after a decade

Puma has launched its first global brand campaign in a decade in a bid to boost its performance positioning ahead of a big year for sport. 

Puma's latest campaign, 'Forever. Faster. See The Game Like We Do', is said to be their largest marketing effort to date. The goal is to establish Puma as the leading brand when it comes to helping athletes achieve top performance by being the fastest brand in the world.

Richard Teyssier, Puma's Vice-president for brand and marketing, highlights that this campaign is a significant milestone for the brand. It is the first time that Puma has unified its message across various categories such as football, running, basketball, and handball.

Our holistic brand message is designed to be emotional and unique in order to truly connect with our target customers.

Today marks the launch of our campaign on 10 April, which will be showcased across various platforms including TV, social media, outdoor, PR, and point of sale on a global scale. The creative content highlights elite athletes like Jack Grealish, Luis Suarez, Neymar Jr, Shericka Jackson, and Breanna Stewart.

Source: Puma

Last year, Puma underwent a marketing restructure and launched a new strategy to enhance its brand, as CEO Arne Freundt revealed while discussing the company's 2023 financial performance.

As part of the reorganisation, Puma relocated its brand marketing department from Boston to its headquarters in Germany. Additionally, a new marketing and brand leadership team, led by Teyssier, was established. The company also set up a consumer insights team to better understand its customer base. Moreover, Puma opened a new 'entertainment marketing hub' in Seoul, joining existing hubs in Los Angeles and London.

Puma has fallen behind its competitors in the sportswear industry in recent years. According to the YouGov BrandIndex score, which measures overall brand health, Puma ranks last in the sportswear sector with a score of 14.7. In comparison, Reebok has a score of 17.4, New Balance 20.1, and Under Armour 20.4.

Not surprisingly, market leaders Nike and Adidas are at the top of the YouGov ranking as of 7 April. Nike has a score of 31.1, while Adidas leads with a score of 35.3.

In 2013, Puma made the decision to combine its sports and lifestyle marketing strategies in order to take advantage of culturally significant sporting events more quickly. This was followed by the introduction of the tagline 'Forever Faster' in 2014, which has now been repositioned in a new campaign a decade later.

The rise in marketing efforts aligns with the anticipation of a busy year for sports brands, as they gear up for major events such as the Olympic Games, the UEFA European Football Championship, and Copa América this summer, in addition to a variety of other competitions.

Editor's P/S:

Puma's recent brand campaign marks a significant step in its efforts to regain its position in the competitive sportswear industry. By unifying its message across multiple categories and highlighting elite athletes, Puma aims to establish itself as the leading brand for performance-driven athletes. The company's marketing restructure and focus on consumer insights suggest a commitment to better understanding and connecting with its target customers. This renewed focus on marketing aligns with the upcoming major sporting events, providing Puma with opportunities to showcase its products and strengthen its brand image.

Despite the challenges it faces, Puma's ambitious campaign and strategic initiatives indicate a determination to reclaim its former glory. The brand's rich history and association with iconic athletes give it a strong foundation to build upon. By leveraging its strengths and adapting to evolving consumer trends, Puma has the potential to make a significant impact in the sportswear market. The success of this campaign will hinge on its ability to effectively communicate its performance-oriented messaging and resonate with athletes and consumers alike.