Puma states that the brand’s mission is to be the fastest sports brand in the world and claim to be ‘Forever Faster’. The statement and new tag line is being launched to consumers today, the 7th of August, it seeks to reflect a 65 year history of making fast product designs for the fastest athletes on the planet.
To Puma, “Forever” references to more than the brand history. The company’s new brand platform is also a recognition of the endless pursuit of whatever is next - in performance innovations, in cultural trends, and in style and fashion. While “Faster” is more than just delivering the rational benefit of speed to athletes, the company will seek to have a single minded purpose of celebrating faster in every sense of the word.
Besides launching to consumers, Puma will therefore also use the new statement internally as a guideline for all employees to be “forever faster” in everything from trend spotting, decision making and of course in product innovations.
Puma appointed JWT as lead agency back in December 2013 and together the two have been working on rebuilding the brand and further defining its new “Forever Faster” brand messaging. The new global brand campaign will be rolled out continuously across all platforms in the second half of 2014.
The first new “Forever Faster” commercial features top athletes, such as Usain Bolt, Mario Balotelli, Sergio Agüero, Marta Vieira da Silva, golfers Rickie Fowler and Lexi Thompson and the Scuderia Ferrari Formula 1 team.