Puma Launches The Nature Of Performance
Puma is set to re-position itself in the performance sector with the introduction of a new cross-category performance platform – The Nature of Performance – a new creative and marketing campaign, in addition to serving as the inspiration for a collection of innovative new products in the football, running, training and fitness categories.
The Nature of Performance platform is designed to unify all Puma’s performance categories with a consistent style.
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 deconstructed “set” using a simple grey background, exposed staging and technical features, and athletes in motion showcasing the epic moment of athletics. According to Puma, the creative is designed to evoke a visceral reaction and tap into our nature as performance athletes.
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 in February 2013.
The Nature of Performance platform launch coincides with a series of innovative new product introductions in Spring/Summer 2013, including ground-breaking footwear and apparel styles for Running and Training.
The global sports lifestyle brand’s new range enables athletes to Power Up and Power Down with PUMA’s ACTV and RCVR Compression Bodywear, wearing ACTV Compression during your most demanding workouts and RCVR Compression during your post-workout recovery. A system designed to help you to stay active longer and recover faster. Check out the trailer at Sport Industry TV.
Also revealed was InCycle, the brand’s first closed-loop collection of footwear, apparel and accessories, all of which are entirely biodegradable or recyclable.
The product introduction is part of the brand’s effort to become more sustainable. Puma also released a video of the product process, available to view here.
Reiner Hengstmann, global director of Puma Safe, said: ‘Puma’s Cradle to Cradle Certified Basic InCycle products represent a tremendous step forward in reducing our environmental footprint and giving consumers a more sustainable product choice.’
‘The InCycle Basket and Basket Tee Biodegradable have been analyzed as part of Puma’s first Product Environmental Profit and Loss Account published in October 2012 and the results speak for themselves, showing that these two products impacted the environment by a third less than their conventional counterparts.’
