Puma split with Droga5 in New York in September last year (Droga5 promptly signed up rival brand Under Armour) and here’s the first effort from new agency JWT New York.
It’s hired a gaggle of sportsmen (as you do) for a new campaign, ‘Forever Faster,’ including the ubiquitous Usain Bolt and footballer Mario Balotelli, who doesn’t usually break into a sweat. But the secondary line is: ‘Calling all Troublemakers,’ and Mario certainly fits the bill there.
Plus some hot tub lovelies who may or may not be sporty.
D5 tried to make Puma the sports brand for people who weren’t actually sporty. Interesting to see if going the well-trodden sports celeb route works better for Puma. It’s probably considerably more expensive.