Puma needs to be referred to as the “quickest” sports activities model on this planet, and it’s hoping the Paris 2024 Summer time Olympics will assist it cement that standing.
The German sportswear firm has unveiled its first international model marketing campaign in a decade, “Without end Quicker,” highlighting its efficiency prowess and concentrating on everybody from athletes to your common neighborhood jogger.
“We’ve been utilizing ‘Without end Quicker’ as our mantra since round 2014, however we’ve by no means used it as a communication instrument,” Puma’s international model and advertising and marketing director, Richard Teyssier, instructed ADWEEK.
Now the tagline is on the heart of Puma’s priciest-ever advertising and marketing push, which demonstrates how pace has been within the model’s DNA because the 1948 launch of its first soccer boot (“The Atom”), designed by founder Rudolf Dassler so gamers could possibly be fast and nimble on the sphere.
With “Without end Quicker,” the enterprise is transferring away from class advertising and marketing throughout sports activities like soccer, operating and basketball to undertake a single “emotional and distinctive” message, stated Teyssier.
Puma in Paris
The marketing campaign, developed by company Matte out of New York, will run throughout social media, TV, PR, out-of-home and at factors of sale globally. At its coronary heart is a high-octane hero advert and supporting artistic pictures that includes high athletes, together with soccer stars Luis Suárez and Jack Grealish, in addition to basketball ahead Breanna Stewart and Olympic sprinter Shericka Jackson.
Devoted iterations will run throughout main sporting occasions via 2025, together with Copa America, UEFA Euro 2024 and the Paris Olympics.
“One of the best ways for us to [be present at the big events] is to be on athletes’ ft,” stated Teyssier. “We’re doing that with rising visibility yr on yr.”
In 2024, the model’s brand can be emblazoned on the uniforms of Jamaica’s Olympics workforce, dwelling to among the world’s finest sprinters like Jackson and Elaine Thompson-Herah.
This sponsorship, mixed with how the model prompts its “Without end Quicker” messaging across the Summer time Video games, will play an important function in serving to Puma because it seems to be to carve out an area in an more and more aggressive operating and life-style market.
