I came away really impressed by this new advertising concept for Puma by the guys at Droga5. I think we all know that Puma doesn’t exactly make performance athletic shoes so positioning themselves as the official shoe of the After Hours Athlete makes perfect sense. It’s a concept that plays right to their strength as classic casual footwear and hits their target market in the sweet spot by encouraging them to celebrate what every young person wants to do anyway – stay out late having fun. As you’d expect from an agency as forward thinking and innovative as D5 there is much more to this concept than a simple web/tv ad and you can see all the other strategic positioning they came up with in this case study. I was already a fan of their World’s Fastest Band campaign for Puma’s Faas running shoes but this new concept gives them an even bigger creative lane with plenty of room for new ideas over a long period of time. Quality work as usual from one of the world’s top creative agencies.

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