This year, Puma is introducing a new cross-category platform, called the “Nature of Performance,” to underscore its more performance-oriented positioning. The new theme is supposed to serve as inspiration for new products in football, running, training and fitness, and it will underpin the brand's marketing campaigns. The platform should ensure that all of Puma's performance categories will have a consistent voice, look and feel.
The new products will be out for this spring/summer season. One of them is the Mobium Elite, a new shoe that uses a proprietary technology called “Adaptive Running.” touted as encouraging a more natural movement and a more efficient stride as the shoe adapts to the runner's gait, expanding and contracting all the while.
A new line of training tights, shorts and tops called ACTV incorporates tape directly in the garments to mimic the athletic use of strips of fabric placed directly on the skin to maximize muscle power. Puma's ACTV won the Ispo Gold Award for compression apparel earlier this month. Another new apparel line, RCVR, uses compression and athletic tape to support fatigued muscles post-workout.
Along with these other innovations, Puma is introducing Puma Cell, a labeling system intended to make it easier for consumers find the products that best fit their needs. They include dryCELL for moisture management, visiCELL for increased visibility and powerCELL for compression.
The marketing campaign revolving around the “Nature of Performance” has been designed with Puma's advertising partner, Droga5. It features the product as the “hero” on a minimalist set, with athletes showcasing the “epic moment” of athletics. Technical films and TV spots developed with the video production house Juliet Zulu will also begin appearing this month.
