PUMA aren’t a brand we’d associate with playing it safe; from bold graphic colourways on their football boots, to their daring guerrilla marketing campaigns, the German brand have blown up since making a swathe of high-profile signings beginning the end of 2010.
And now, PUMA are on the cusp of a new season – perhaps their most exciting yet.
With three solid football boots in their stable, a fully realised roster of top-tier athletes and the new acquisition of a shirt deal with Arsenal, PUMA at last feel again assured of their position in the ‘Big Three’ football brands.
After lying low during the World Cup (despite generating plenty of conversation over their two-colour ‘Tricks’ boots), PUMA are targeting the new season as their time to shine, with a new ‘Forever Faster’ campaign.
PUMA have decided that if they can’t wrestle their way above Nike and adidas in the short term to the title of ‘biggest sports brand’ they can at least lay claim to be the ‘fastest’.
With athletes like Usain Bolt and numerous associations with Formula One – not to mention pace-packed players like Sergio Aguero and Marco Reus on their books and in their boots – they might well have a solid case.
And that’s something they’re putting forward in the opening video of Forever Faster: ‘Calling All Troublemakers’.
Starring Bolt and Balotelli, with appearances from Sergio Aguero, golfer Ricky Fowler and a whole host of sporting faces, the ad asks all listening to join them for ‘Danger, Risk and Potential Fugitive Status’.
Something that could work for PUMA?
Let us know in the comments!