PUMA Races Ahead of the Competition with a Campaign Celebrating Speed

In 2024, PUMA unveiled its global brand campaign “FOREVER. FASTER. – See The Game Like We Do” in collaboration with Havas International to solidify its position as the world’s fastest sports brand. This bold media strategy spanned television, online video (OLV), social media, and out-of-home (OOH) advertising with eye-catching formats displayed in iconic locations. The resulting brand campaign reached and captured the attention of global audiences all year long during high-profile global sports events.

A Global Campaign to Captivate the World

Since partnering with Havas International in 2019, the sportswear giant and the media agency have focused on solidifying PUMA’s reputation as a premier name in the category. In 2024, “FOREVER. FASTER. – See The Game Like We Do” marked PUMA’s first brand campaign in 10 years. It was a bold move that happened during a time when the company sought to strengthen its brand image, expand its global presence, and connect with new, younger generations, such as Gen Z.

A Legacy Built on Speed

PUMA has long been synonymous with speed, with its products designed to help athletes be the fastest and stand apart from the competition within their discipline. In a year filled with major sporting events, PUMA decided to strengthen its position as the fastest sports brand in the world.

Under the “FOREVER. FASTER. – See The Game Like We Do” umbrella, PUMA launched a global brand campaign spanning over 22 markets, inviting everyone to see the game like PUMA does. The campaign reaffirms PUMA’s long-standing commitment to performance, leveraging the universal passion for speed that transcends sports and appeals to both professional and everyday athletes.

Global Athletic Icons

As global sporting events like the Euro Cup, Copa America, and the Olympic Games captured the world’s attention in 2024, PUMA played an active role in these competitions, accompanying both athletes and sports fans. The campaign prominently featured international sports icons across football, basketball, and more, including stars like Antoine Griezmann, Neymar, LaMelo Ball, Breanna Stewart, and Shericka Jackson.

An Unmissable Media Campaign

The campaign kicked off with the launch of a captivating 90-second visual piece that captured the passion for speed shared by world-renowned figures from various sports and their fans, all driven by the quest to be the fastest. This content, that served as the centerpiece of the campaign, was amplified through key partners such as Netflix, Amazon, Dazn and Eurosport.

In an effort to cut through the noise of a crowded market, PUMA employed an array of innovative formats and locations. OOH advertising played an important role, with 3D screens placed in high-traffic areas like La Gran Via in Madrid and Piccadilly Circus in London. These striking displays were designed to capture the attention of pedestrians and create immersive experiences that align with PUMA’s dynamic brand image.

From a media perspective, we wanted to take on the same challenge by exploring new locations and formats that we hadn't used before, which required significant teamwork. We know that AVOD is the most effective channel in terms of brand building. The challenge was to carefully select the channels that would allow us to achieve our reach and quality objectives within a relevant context to establish meaningful connections with the consumer.

Ferran Juaní Solans

Managing Director, Havas International

On social media, TikTok emerged as a pivotal platform for connecting with Gen Z, featuring content creators from the sports world who produced their own content, offering unique perspectives on what the game means to them.

Social media plays a key role, and we are working closely with TikTok to create content that helps convey the main message of the campaign, alongside creators in major European and American markets. Our current challenge is to adapt this brand narrative into content that is relevant for the consumer, thus maintaining the continuity of the message through an influencer strategy.

Ferran Juaní Solans

Managing Director, Havas International

With the clear purpose of being part of the most significant sporting events of 2024 and sharing all the key moments, the campaign was deployed across multiple channels to ensure PUMA reached fans in a meaningful way. From television, top streaming platforms, social media, and outdoor advertising to PR and point-of-sale locations worldwide, PUMA aimed to connect with consumers wherever they were.

Inspiring a New Generation of Sports Enthusiasts

As PUMA and Havas International continue to push the boundaries of sports apparel and marketing, this campaign represented not only a celebration of speed but also a strategic move to maintain and enhance its position as a key player in the global sports industry. With its bold messaging and high-profile endorsements, PUMA will continue to inspire a new generation of athletes and enthusiasts.