Puma asked us and JWT New York to help them to regain its brand image. Next to re-establishing Puma as a credible option for athletes to use when they train or practice sports, we needed to communicate that PUMA does everything in its power to help athletes to become Forever Faster.
We created an integrated training campaign for Puma’s Forever Faster.
The heart of our campaign was formed by a consumer engagement platform where athletes could make the Puma Pact. It was available through puma.com/training, social media and it connected with the PUMATRAC running app.
The platform was the perfect place where Puma could show its Point of View on training, providing training tools and motivation. Athletes were challenged to make the Puma Pact: a pact in which athletes make a commitment to themselves that they will do everything in their power to become faster, better and stronger. Unlike other fitness platforms and apps, we ask the athletes to make the Puma Pact public to ensure social pressure.
The Puma Pact was also included in the Puma Trac App. The app is a unique running application which strengthened the campaign. It has a user-friendly design with pre-loaded Tictrac technology.
PUMATRAC analyzes how external conditions affect the athlete’s running performance. It would find out whether you run faster to Rock or Hip Hop music and whether Fridays or Mondays are your best days to exercise.
The app is designed to motivate athletes and provides unique insights in running behavior. In the app, the Puma Pact asks you to commit and then challenges athletes to overcome any form of obstacles. Once achieved, these ‘obstacles’ become badges.