PUMA:
KEEP IT RUNNING
SPEC
ROLE:
Art Direction / Design / Copywriting
ASK:
How might we reimagine Puma’s “Forever Faster” mantra to strengthen the brand’s legacy to capture Gen Z/young millennial audiences using the power of a growth mindset?
CONTEXT / LANDSCAPE:
In a “checks over stripes” culture, where is Puma? While Puma a leading sports brand, conversations often center around Nike and Adidas as rivals for the top spot. Today, with brands like New Balance, Salomon, HOKA, and On gaining cult status, Puma faces more competition.
*Also, in a survey of 11 of my peers, when asked to recite a brand’s tagline from memory: 10 of 10 shouted “Just Do It” (Nike). 6 of 10 were familiar with “Impossible is Nothing” (Adidas). 0 of 10 could recall a line for Puma…
AUDIENCE:
Gen Z is one of the most valuable generations for brands, as they are becoming increasingly more important in today’s society. They’re change makers with a passion for community and big dreams for the future.
Driven and ambitious, Gen Z is also extremely prone to anxiety and hugely impacted by the loneliness pandemic that has risen in the U.S.
With looming uncertainties in the world + the mental and physical impact of the Covid-19 pandemic, we’ve seen mainstream interest in personal development content creators and daily affirmation accounts (@wetheurban, @quotesbychristie, @iam.affirmations).
SO, WHAT’S THE IDEA?
A new brand manifesto, tagline, and copy-forward campaign to engage new audiences; one that will speak to Puma’s legacy as the fastest sports brand in the world and become the motivational thread for both the brand’s work and its customers who are seeking community, collaboration, and safe spaces to grow into their full selves.
Manifesto:
WHEN THAT START SIGNAL GOES OFF, WHEN ENERGY AND INSPIRATION HITS, RUN WITH IT.
NO FALSE STARTS. NO SECOND GUESSING. “RUN IT” MEANS WE DON’T STOP. IT MEANS WE PERSISTS. KEEP IT RUNNING.
OOH ADS
A series of daily affirmations and motivational messages presented as billboards and wild postings. Neon designs are developed as blacklight prints so that, even in darkness, Puma’s message keeps going strong.
EVENTS + ACTIVATIONS
To kick off the summer and create space for community, Puma will host a nonstop 24-hour marathon of events centered around sports, mental, and physical health for all ages across major cities. The event will partner up with local brands, business, and public recreation spaces.
EXCLUSIVE MERCHANDISE
A limited edition collection of merchandise will be produced as event prizes and for purchase from pop-up shops + select Puma store locations to introduce the brand’s new mantra.