Athletics brand PUMA has appointed creative agency GOVT Singapore as the creative and activation agency for the Standard Chartered Singapore Marathon 2023. This will be PUMA's second year as the official apparel and footwear for the marathon, and has engaged GOVT Singapore to feature its nitrogen-infused foam technology PUMA NITRO that delivers lightweight cushioning for runners at the marathon.
GOVT will also provide end-to-end brand, creative and activation solutions to deliver an engaging consumer experience to an estimated 50,000 runners through the distribution of race packs. The activation will include a retail zone where consumers can try and purchase the PUMA NITRO range alongside PUMA running apparel while learning about how PUMA NITRO can complement one's running experience. Collection for the packs will be held from between 30 November to 2 December 2023.
“Running has always been at the heart of PUMA’s brand ethos of being forever faster, and PUMA NITRO Technology is the exemplification of our brand’s commitment to innovate a product that makes running even more effortless,” said Eleanor Wang, PUMA Southeast Asia, head of marketing.
“This collaboration is meaningful because we are working with a brand that wants to make an impact on the category, set on an iconic running platform like the Standard Chartered Singapore Marathon,” added Alvina Seah, Managing Director of GOVT.
PUMA has also been actively growing its presence when it recently named South Korean pop girl band IVE as its new brand ambassadors for the APAC region, according to a statement by the brand. The South Korean pop girl group will be PUMA’s Asia-Pacific ambassador in 15 countries across Asia and Oceania, it said.
Together with IVE, who has emerged as a leading figure in the K-POP world and an icon of the MZ generation, PUMA plans to launch various brand activities, such as campaigns and events, to communicate actively with fans and consumers around the world and captivate the global market.
Join #PRAsia on 2 November in Singapore and 8 November in Malaysia, connecting 100+ PR and communication leaders worldwide to share ideas, forge partnerships, and unlock endless possibilities.
PUMA SEA engages female ambassadors to deliver food on foot
PUMA’s first-ever preview party in Philippines wows with star-studded runway show
Standard Chartered concludes global creative pitch, parts with TBWA\ after 18 years
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window