Puma pounces on lifestyle market

By Ragtrader | 16 November 2010

Puma will unleash viral video and underground parties upon Sydney and Melbourne as part of a global push to promote its lifestyle apparel.

The events are part of the German-headquartered brand's new marketing campaign called 'Puma Social'. The brand's chief marketing officer Antonio Bertone explained the campaign celebrates social sports such as ping pong and the “after hours athletes” who play them.

“Puma pioneered the idea of SportLifestyle and built our brand on having fun, with the launch of Puma Social, we are honouring groups of friends who know the joy of playing sports at the bar rather than at the gym,” Bertone said.

The campaign will kick off on November 19 with a viral video, underground parties and the unveiling of a custom-designed mini putt-putt course that will eventually appear in Puma concept stores.

The campaign will be bolstered from February 2011 by print and online advertisements featuring tongue-in-cheek slogans such as 'Here's to 5am cabs, not 5am runs' and 'Some marathons end at 6am'.

Puma's lifestyle product includes apparel and footwear for men and women, with pieces featured in the Puma Social campaign including track jackets, track pants, graphic print t-shirts and suede sneakers.

The Puma Social campaign is being rolled out internationally.

This article first appeared on AdNews sister title Ragtrader.

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