How does a sports brand become FASTER?
Puma began when Rudolf and Adolf Dassler first founded the company in 1924 in Germany. In 1967, the logo with the pouncing puma was designed. As Puma moved from just producing shoes to include sportswear, the logo appeared more and more frequently. Serena Williams signed on with Puma in 1998, won at Wimbledon in 2002; and for the first time in her career, was ranked number one. Puma has been a leading brand for major sporting athletes for many years, and will continue to be for many years to come.
“Forever Faster” Campaign
Puma introduces the “Forever Faster” campaign in 2014 with the aim of becoming the fastest sporting brand in the world. Puma used some of the world’s best and most well-known sporting personalities, including Usain Bolt. Being the face of the campaign, he attracted a lot of attention to the brand. Puma has always been known as a brand that constantly takes risks, and the “Forever Faster” campaign signifies this. Rihanna was signed by Puma to be a brand ambassador during this campaign. She is the perfect candidate because of her personality and energy shown on and off stage, which embodies Puma and represents what the brand stands for- ambition, energy and performance.
Puma’s target audience during the 2014 “Forever Faster” campaign was Generation Y, a socially confident group born between the 1980s and 1990s. This target audience listened to music to motivate themselves during training, according to Puma’s research.
The best way to reach this target audience? Spotify. This media platform integrates all of Puma’s target areas: social, sports and lifestyle. Puma released 4 different playlists on Spotify in order to reach and target these socially-adept listeners. The number of playlists used and listened to was 600% above Puma’s Key Performance Indicator (KPI), and resulted in sales increasing by 10%. This campaign was highly successful as it also caused a rise in the awareness of the brand and association with Puma and sports.
The effectiveness of communication is essential to a company’s strategy. The use of Spotify in the “Forever Faster” campaign drove sales and increased Puma brand awareness. They recently allied with many start-up and tech innovative businesses in order to better engage with consumers. Puma achieved this by building partnerships with these start-ups as the majority of their target audience is active in this digital age. Forging with start-ups blends technology and marketing, and is an effective way of Puma advertising their strategy and products.
Puma’s “Forever Faster” campaign brought much attention to the brand. It also went above and beyond being just a marketing campaign as it showed Puma’s philosophy and quickly brought them into the marketplace in a more energetic and vibrant way. The campaign has brought about an 11.5% increase in sales, which was better than what Puma expected. Their focus on “The Future is Female”, by signing Rihanna and Kylie Jenner has also driven sales and caused an improvement in profitability.
Puma’s goal is to be the fastest sports brand in the world, but is it fast enough for you?