Tag: PUMA

Singapore – PUMA Southeast Asia has launched a new campaign celebrating everyday runners. The campaign, titled ‘See The Run Like We Do,’ aims to inspire every runner to embrace their own unique journeys.

With the rise of runners in Southeast Asia, PUMA highlights their challenges, including extreme humidity and lack of community support. The campaign emphasizes that running is for everyone, regardless of skill level or experience.

The campaign also encourages runners to celebrate their victories such as overcoming personal obstacles and improving health.

PUMA’s commitment to supporting runners is reflected in its new Deviate NITRO 3 shoe, which provides comfort and support.

Local initiatives will also be organised through the PUMA NITRO Run Club in Singapore, Malaysia, Indonesia, Thailand, Philippines, and Vietnam. These initiatives aim to foster community engagement and create a supportive environment for runners.

“At PUMA, we believe that running is for everyone. With the Deviate NITROTM 3 and our commitment to local initiatives, we’re dedicated to supporting and celebrating the diverse running community across Southeast Asia. By connecting with runners on a personal level in this film, we aim to inspire and empower them to define their own running journeys,” Eleanor Wang, marketing director at PUMA Southeast Asia, said.

Kevin Poh, group creative director of GOVT, commented, “We wanted to make a film that resonates with everyday runners. That meant going beyond the tropes of performance and professional athletes breaking their limits so often seen in sports commercials. Instead, we celebrate everyone and anyone who’s ever thought they weren’t made to run. We want to encourage the running community to embrace the ‘bad’ runners in them, and engage with running the way it should be enjoyed—inclusively, joyfully and without judgment.”

Malaysia – PUMA has launched a flagship store at Sunway Pyramid in Malaysia, its largest in Southeast Asia. The activation aims to strengthen the brand’s commitment to the fashion and sports industry in the country.

Coinciding with this launch is the PUMAthon activation, a running track within the store open to all guests.

Each time guests complete 100-meter runs, PUMA donates RM10 to Care2Run, a non-profit organization seeking to improve the lives of differently-abled youth through sports programs in Malaysia. The initiative aims to promote inclusivity, reflecting PUMA’s ‘Forever Bersama’ campaign.

Within the 12,000-square-foot store, various immersive in-store experiences await customers. 

Besides offering exclusive items and collections, PUMA Malaysia also reveals a customisation area, interactive displays, and personalised experiences to guests. The store also introduced the three-dimensional foot scanner, which analyses a customer’s foot before suggesting a sneaker style through the power of artificial intelligence.

“‘Forever Bersama’ means ‘Forever Together,’ and this campaign truly embodies that sentiment. By participating in this activation, Malaysians engage in a fun and active experience while contributing to a larger purpose. Each run adds to our collective contribution, highlighting the impact of coming together for a common cause,” Steven Tan, country manager for PUMA Malaysia, said. 

Customers can take part in the PUMAthon throughout the month of September. 

PUMA ambassadors Metawin “Win” Opas-iamkajorn, Tontawan “Tu” Tantivejakul, Meerqeen and Priscilla Abby also made an appearance during the opening celebration of the store.

Bangkok, Thailand – PUMA has tapped Singaporean brand experience creative agency in its recent launch of its PUMA Palermo pop-up store in the city of Bangkok, a first of its kind in the Southeast Asia region.

The pop-up store serves as a portal into the vibrant and effortlessly playful universe of PUMA Palermo. Stepping into the space, guests will be transported onto a journey that evokes the essence of Palermo while paying homage to the coastal capital of Sicily in which the Palermo was proudly named after. 

GOVT conceptualised, designed and executed Stadio Palermo in-house, together with the communications that ran across Singapore and Thailand, spanning print, OOH, and digital. 

‘Stadio Palermo’ features multiple larger than life installations, including an incredibly detailed 13 ft long PUMA Palermo sneaker that took over 5 Thai craftsmen over 300 manhours to meticulously create. Moreover, a functional life-sized foosball court was also created, alongside tiered terrace stands that are synonymous with the terrace culture that the PUMA Palermo was made famous by. Guests are welcome to immerse themselves within the foosball court by being the players themselves. 

Eleanor Wang, director of marketing at PUMA Southeast Asia, said, “I am thrilled to unveil our inaugural PUMA Palermo pop-up in Bangkok, marking a historic first for Southeast Asia. Our vision is to immerse visitors in the rich Italian heritage of PUMA Palermo through an unforgettable, larger-than-life experience. With this pop-up, we’re not just bringing back Palermo; we’re creating a timeless, experiential journey that celebrates its status as a forever classic.”

Meanwhile, Leon Lai, co-founder at GOVT, commented, “A brief like this doesn’t come by every day for a creative agency, especially more so when what we have created was literally what was proposed to PUMA 3 months ago. To see our proposal come to life was truly amazing, so a big thank you to PUMA for trusting us in this process and indulging us in our dreams.”

Singapore – PUMA Southeast Asia has tapped GOVT as its creative and activation agency to bring its bring PUMA NITRO™ Technology to runners at the Standard Chartered Singapore Marathon 2023. 

Through the mandate, GOVT will provide end-to-end brand, creative and activation solutions for PUMA to deliver a consumer experience to engage with the estimated 50,000 runners who will show up between 30 November to 2 December 2023 to collect their race packs.

Eleanor Wang, head of marketing at PUMA Southeast Asia, said, “Running has always been at the heart of PUMA’s brand ethos of being forever faster, and PUMA NITRO ™ Technology is the exemplification of our brand’s commitment to innovate a product that makes running even more effortless.”

She added, “And for our second year as the Official Apparel and Footwear Sponsor at the Standard Chartered Singapore Marathon, we are happy to be able to partner with one of Singapore’s leading independent agencies to bring this value to the running community.”

Meanwhile, Alvina Seah, managing director at GOVT, commented, “This collaboration is meaningful because we are working with a brand that wants to make an impact to the category, set on an iconic running platform like the Standard Chartered Singapore Marathon. So we are certainly looking forward to the work we will be creating together.”

Bengaluru, India – Sports brand PUMA in India has appointed Havas Media Group India as its new media agency of record. As part of the mandate, the agency will be overseeing the entire offline and online media service suite including Digital, TV, Print, Radio, OOH, and cinema mediums for PUMA. 

Under the partnership, Havas Media will be identifying, designing, and executing strategic media engagements for PUMA. Just recently, the agency has also extended its offline media services to PUMA for its campaign announcing Anushka Sharma as its brand ambassador.

Moreover, the account will be managed by the agency’s Bengaluru team, helmed by Saurabh Jain, president – south, Havas Media India. Meanwhile, Uday Mohan, managing director at Havas Media India, will support the team in devising the strategy and ensuring seamless operations.

Commenting on the occasion, Shreya Sachdev, head of marketing at PUMA India, said, “PUMA holds a leading position in sports and lifestyle segment in the country with state-of-the-art product innovations and influence on youth culture.”

Sachdev added, “As a brand, we keep a sharp focus on staying relevant and resonating with our audience across markets and platforms. With Havas Media Group India, we look forward to effectively connect with our consumers at scale.”

Mohit Joshi, CEO, Havas Media Group India, also commented, “PUMA as a brand is known for its strong voice and vibrant spirit. Havas Media Group India has been on an upward trajectory consistently; last year was a landmark year for us as we were recognized as a dominant agency by RECMA and secured second place among all media agencies in the country.”

On winning the mandate of PUMA, Joshi said, “At Havas Media, we focus on designing and delivering impactful media solutions and hence, resonate with PUMA’s efforts to leverage relevant consumer touch points, services and messages that hold immense credibility for its audience. We are excited to make a meaningful difference for Brand PUMA and look forward to a fruitful partnership.”

Recently, Havas Media has also bagged the account of international financial services firm Sun Life for its markets in Hong Kong, the Philippines, Vietnam, Indonesia, Singapore, and Malaysia.