On this episode of The Pace of Tradition, host Matt Britton sits down with Ivan Dashkov, head of rising advertising tech at Puma Group, to discover the evolving panorama of digital innovation within the style business. They focus on the profound impacts of digital and augmented actuality, the rise of digital style and Puma’s thrilling new partnership with Meta.
Because the digital age reshapes how we work together with the world, the style business stands on the forefront, integrating cutting-edge applied sciences to rework shopper experiences and product engagement.
This evolving digital panorama not solely challenges conventional enterprise fashions but in addition gives alternatives for manufacturers to innovate and join with their viewers. Dashkov discusses how these technological developments are influencing advertising methods and shopper interactions on this dynamic subject.
Dashkov is a visionary within the realm of digital advertising. Tasked with propelling the 75-year-old model into modern digital arenas, he has efficiently established Puma as a frontrunner within the digital asset area. His management has prolonged Puma’s attain into gaming and metaverse platforms, together with Meta and Roblox.
His profession started on the NBA, the place he led groundbreaking digital and social initiatives, exploring then-nascent platforms reminiscent of Reddit, Vine and Snapchat. With a confirmed monitor report of progressive methods and artistic executions, Dashkov continues to drive Puma’s evolution on the intersection of expertise and sports activities attire.
Key takeaways:
00:01:02-00:01:23 The Way forward for VR and Its Influence on Advertising and marketing — Dashkov discusses the rising significance of VR in advertising, notably for manufacturers like Puma. With the rise of headset gross sales and curiosity in augmented actuality, Puma is positioning itself to reap the benefits of this development by incorporating VR into its advertising methods. Manufacturers ought to think about how rising applied sciences might be built-in into their advertising methods to reinforce shopper interplay and model visibility.
00:09:17-00:10:28 Puma’s Revolutionary Partnership With Meta — Puma’s collaboration with Meta focuses on digital activations just like the inclusion in Meta’s avatar retailer and a VR marketing campaign in Germany, termed “the world’s smallest gymnasium.” This partnership exemplifies how Puma makes use of strategic collaborations to reinforce its digital presence and create distinctive buyer experiences. Manufacturers can be taught from Puma’s method by exploring partnerships that align with technological advances and advertising objectives to reinforce model engagement in digital areas.
00:11:01-00:11:42 Participating Bodily and Digital Areas — The bodily elements of Puma’s VR activations, reminiscent of creating small, co-branded exercise pods, are key. These initiatives not solely promote the model, but in addition bridge the hole between digital interplay and bodily presence. For manufacturers, it’s important to mix digital and bodily advertising methods to create complete experiences that resonate with trendy shoppers and make the most of the strengths of each realms successfully.
00:22:13-00:22:35 Constructing a Workforce of Innovators — Dashkov displays on the significance of assembling a group able to pushing progressive boundaries. Manufacturers ought to attempt to foster a tradition of innovation by recruiting and empowering people who are usually not solely expert however are additionally prepared to discover and undertake new applied sciences and techniques.
