PUMA Launches the Nature of Performance

Global sportlifestyle brand PUMA has introduced a new cross-category performance platform – The Nature of Performance.

It underpins a new creative and marketing campaign, in addition to serving as the inspiration for a collection of new products in the Football, Running, Training and Fitness categories.

PUMA’s Nature of Performance platform is a red thread that unifies all of PUMA’s performance categories with a consistent voice, look and feel, says the company.

[ Also Read: Top 20 Global Digital Brand Campaigns of 2012 ]

Created in collaboration with advertising partner Droga5, the Nature of Performance campaign for ATL and BTL features the product as hero in each treatment, with a minimalist deconstructed “set” using a simple gray background, exposed staging and technical features, and athletes in motion showcasing the ‘epic moment’ of athletics.

Stylistically new for PUMA, the Nature of Performance creative is designed to evoke a visceral reaction and tap into our nature as performance athletes, according to the company.

[ Click here to read more Sports stories. ]

PUMA also partnered with video production house Juliet Zulu to develop a series of technical films and TVCs for The Nature of Performance that will roll out online, by category, beginning this month, February 2013.

“With The Nature of Performance, we’ve found our own unique voice within the performance space,” said Filip Trulsson, director of International Marketing at PUMA SE.  “The platform works across all of our sport categories and offers a compelling and effective way to convey pinnacle performance PUMA products and the user experiences at its most natural state.”

PUMA made this announcement today, Feb. 7.

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Rakesh Raman