Interview - Everything you need to know about Puma's new "See the game like we do" campaign for 2024, "the year of speed"

2024-04-10 16:58:59

The German brand Puma has just launched a new campaign “FOREVER. FASTER. – See the game like we do” which emphasizes speed and sporting performance.

In this Olympic year, Puma notably makes a “nod” to its 1996 campaign and celebrates it contact lens popularized by Lindford Christie (see below).

“The largest media investment ever made around the Puma brand”

This morning, a stone’s throw from the Saint-Ouen flea market, in the Mob House hotel, which will serve as a “living space” for the brand during the Games, Puma marks a turning point in its history. The German equipment manufacturer wants to strengthen its position “in terms of sports performance” and for this, Puma did not do things by halves.

« This is the first brand campaign in 10 years, the largest media investment ever made around the Puma brand ” explain to us Richard Teyssier, vice president brand & marketing of Puma. The exact figures are not mentioned, but given the production, we believe them. A marketing campaign which will obviously aim to support sales while Puma recorded a turnover of 8.6 billion euros for the year 2023.

#SeeTheGameLikeWeDo

This morning, Puma presents its new campaign, the brand’s biggest.

Around his claim #ForeverFasterPuma wants to make 2024 the year of speed

Casting : Neymar, Pulisic, Griezmann, Depay, Grealish, Duplantis, LaMelo Ball#Puma pic.twitter.com/kAJFZyS8xl

— SportBuzzBusiness.fr (@SportBuzzBizz) April 10, 2024

But before that, Arne Freundt, chief executive officer, recalls the glorious past of the brand by evoking Pelé, Maradona, but also Usain Bolt, Jonathan Edwards and Colin Jackson. He also explains that this year 2024 is the year of sport with the Euro, the Copa America and the Olympic Games.

For Puma, it will be “ the year of speed “(“the year of speed”). If the motto “FOREVER. FASTER. » (“always faster”) has been installed for around ten years now, it has been the DNA of the brand since its creation, 75 years ago in 1948, by Rudolf Dassler, older brother of Adolf Dassler (founder of adidas).

Credit : Sport Buzz Business

A superhero campaign

We understand it well, speed, rapidity, “speed”, these are the words of the campaign. From today, it will be broadcast everywhere in different formats

You can Neymar, Shericka Jackson, Christian Pulisic, LaMelo Ball, Mondo Duplantis and many others. “ The idea was really to understand the psychology of sport, to show the different perspectives of athletes when they go fast. » explains to us Max Pollack, founder of Matte studio, in charge of carrying out this campaign. “ We thought it was a very interesting idea for Puma because speed, going faster and faster, has always been the brand’s motto and goal. »

« We were also inspired by the new Puma products which are a bit like ‘the red pill’ from the movie Matrix, the superpowers of athletes so that they see the game differently. We wanted to film these athletes as superheroes, not like Marvel, Disney or others, but as an inspiration for the real world. We have really worked together over the last 5 months, shooting in 5 different countries, with 13 different athletes and we are very happy with the result! ».

And Puma is also happy with the result, “ It’s a “step change” in communication » adds Richard Teyssier. « But there you only saw the film, there are a lot of things that will come out. We have tons of footage, we’re going to do it by category, by athlete. Today is just the kick off ».

The French market, one of the number 1 targets

With this campaign, the French market is obviously one of the major targets in Puma’s strategy.

« In 2024, sport will be central in France, we see this with the government’s initiatives » tells us Christophe Cance, director Puma France. « To come back to Puma, we are incredibly lucky in this year of sport to have the Olympic Games here, the Euro in Europe (Germany) as well, so 2 big European events and that is an incredible opportunity! ».

Credit : Sport Buzz Business

« For France, there will be 3 highlights. Highlight number 1: from today, we are rolling out the campaign, highlight number 2: Euro 2024 and highlight number 3: the Olympics. During the Euro, we are going to focus this entire graphic charter around footballers like Griezmann or Giroud in the French team and on the Olympics, around all our athletes who embody the brand. For these highlights, we are going to use media that reach generation Z, such as YouTube, Twitch, TikTok… In Paris, during the Olympics, there will be a poster campaign and this living space, the Mob House, where we will celebrate athletes, watch competitions, make it a place of exchange and experience sport ».

The news

During the presentation, Puma also took the opportunity to present some of its new products and shoes, all in the same shade. Including a pair of athletics leaders via the Norwegian, specialist in the 400m and 400m hurdles, The Warholm map which will use Nitro technology. “ Without being cliché, this shoe is what the “Puma Family” is for me, because it’s a team effort. You gave us everything we could ask for. We have the feeling of having made a shoe that can “run fast” ».

Credit : Sport Buzz Business

Credit : Sport Buzz Business

Puma also revealed the outfits of the 17 athletics federations that the brand will equip during the Olympics made from recyclable Econyl technology. A “Thermo Adapt” part to keep the athlete cool in high heat has been added to the back in a design inspired by the Eiffel Tower.

For the Olympic Games, Puma will have 17 athletics federations including Sweden of a certain Mondo Duplantis, also brand ambassador#Puma #SeeTheGameLikeWeDo #ForeverFaster #Paris2024 #Olympic Games pic.twitter.com/BOgoBEDx3N

— SportBuzzBusiness.fr (@SportBuzzBizz) April 10, 2024

Credit : Sport Buzz Business

Credit : Sport Buzz Business

Puma contact lenses still in the game!

In this Olympic year, Puma is also highlighting in its campaign one of the brand’s strong symbols around the Olympics, namely contact lenses displaying the feline.

On margin of the 1996 Atlanta JO, Lindford Christie unveils Puma lenses during a press conference of its equipment manufacturer. A pair unveiled when the brand planned to display a tattoo of its brand on the athlete but the request was refused by the Olympic Organizing Committee (IOC).

During the Olympics, the sprinter will not be allowed to run with the lenses either, but the publicity stunt beforehand still resonates!