Puma is turning an “experiential eye” towards the retail market, appointing experiential agency Carrspace, following a competitive pitch.
The move comes as part of Puma's global brand repositioning as “Forever Faster” which was designed to focus attention on its sporting heritage.
Carrspace worked with Puma to launch the new positioning to trade partners in May and won out against four traditional agencies to win the additional retail brief.
The agency has already delivered trade activations for Puma's retail partners Footlocker and SRG Group and will now bring the same to the brand's consumer market in an “elevated shopping experience.”
Puma marketing communications manager Christina Panaias said the brand's “fresh new global position” will be a jumping off point for its strategic experiential approach for shoppers.
Carrspace director and executive producer Madeleine Precce added: “Smart brands are taking a fresh look at strategic experiential campaigns to amplify their above-the-line as it connects the customer with a brand better than anything else out there. The brand experience for a consumer comes from every channel - above the line, in the retail store, online and socially. Integration is key, we love working with clients that value this."
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