PUMA has launched its new brand platform, Forever Faster, with a mission to become the "fastest sport brand" in the world.
The new tagline will be driven through a big global multi-media marketing campaign that includes a TVC spot featuring some of the World’s finest sporting personalities.
PUMA said Forever Faster recognises athletes who stand out as individuals through both performance and personality.
World’s Fastest Man Usain Bolt features in the Forever Faster TVC with football icons Mario Balotelli, Sergio Agüero, Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team. The spot sees these sports men and women challenging convention and taking risks through determination, bravery, confidence and joy.
“Forever Faster is about PUMA making a statement as a brand and reminding people that we are and will continue to be the fastest sports brand in the world,” said Adam Petrick, global marketing director at PUMA.
“We’ve always been known as a brand that takes risks and that’s not going to change, Forever Faster clearly represents that. This is going to change the way we approach product design and innovation as well as how we market our brand.”
In Japan and across Asia, a multi-platform media advertising went live this week through OOH (giant billboard domination at the Shibuya crossing, MTR platform domination in Hong Kong TST station, giant fastest graffiti at Sogo Taipei, Warp Wall challenge in Kuala Lumpur, MRT domination in Singapore, print, digital (Yahoo and YouTube page domination, to mention a few.
Still to launch in the coming days is cinema advertising in Seoul, cinema advertising in Hong Kong and broadcast advertising across all of APAC.