Puma hopes to make a comeback in 2024

For the first time in over 10 years, Puma has launched a global campaign. Following a few years of steady decline, the brand hopes their new slogan, "See The Game Like We Do: Forever. Faster.” will reignite interest in the brand.

In these economic times, most sportswear companies are struggling. When the cost of living is so high, it's hard to justify buying a new pair of sneakers if you don't really need them!

But for Puma, things have been in decline for a few years already. Puma's brand image is currently lower than most of their competitors, according to its YouGov BrandIndex score.

So Puma has decided it's the perfect time to launch their first global brand campaign in over 10 years.

As of 10 April, they've updated their "Forever. Faster." slogan to "See The Game Like We Do: Forever. Faster.”

According to Puma's Brand and Marketing VP, Richard Teyssier, this is the first time Puma's pushed out a unified message across all their sportswear categories. In the past, they've opted for targeting specific audience segments instead.

So why is Puma refreshing their brand?

Something had to change. Looking at Puma's YouGov BrandIndex score, the brand ranks below Nike, Adidas, Reebok, New Balance, and Under Armour. So it was certainly time to try something new!

2024 is all about sport. This year we'll see a lot of hype around the Olympic Games, the men’s UEFA European Football Championship and Copa América. By capitalising on the excitement, Puma hopes to make their brand relevant again.

The new campaign focuses on a broader audience. According to Arne Freundt, CEO of Puma, the brand is all about speed. And she believes this is something that resonates with everyday athletes and professionals. She says, "Puma invites all people to break through their own limits, unlock their personal best and becoming a better version of themselves, allowing them to see the game like we do: FOREVER. FASTER.”

What can we learn from Puma's new campaign?

You need a cohesive brand identity. In the past, the Puma brand has not had a clear, overarching message. And their numbers show this strategy hasn't worked! So make sure your brand has a consistent message, so your audience knows exactly what you stand for.

Find ways to keep it fresh. Puma's decade-old slogan of "Forever. Faster." has long been part of their brand identity. So rather than throwing the whole thing out, they breathed new life into it. If you're thinking about refreshing your brand, think about how to bring new energy into your brand without losing brand recognition.

Align your campaigns with what's happening right now. Puma's been very strategic about the timing of this refresh. So think about what events are coming up this year and how you can tie your brand to them. This is the perfect way to gain more visibility and reach new audiences.

-Charlotte, Editor