PUMA Global Campaign

Messaging Work: See the Game Like We Do

This was Puma’s first global campaign in over 10 years.

The scope was enormous. All the pieces rested on a line of messaging, something to set up their Brand Truth [sic]: “FOREVER FASTER,” which was a real head scratcher.

The insight at the center of the creative concept: that Puma allows athletes to see the game differently. The line we kept going back to was something like “when you’re Fast, the game moves slower the ball looks bigger.”
I worked on the team that generated the line that imbues “FOREVER FASTER” with meaning.

“See The Game Like We Do.” It is an invitation to fans, athletes, and countrymen alike, to join the merry band of Puma-clad athletes. And it was remarkably effective; it is the most successful campaign (numbers wise and aesthetically) that the brand has ever had.