PUMA – Show me the case

Campaign Diaries

Vietnam

DMA 2026 podcast: How this eCommerce marketer was convinced of the power of marketing

Brand: PUMA

Campaign: Speedcat Event in Vietnam

Source: https://www.marketing-interactive.com/dma-2026-podcast-how-this-ecommerce-marketer-was-convinced-of-the-power-of-marketing

Goal: Increase sales through social commerce

Claim: The power of social commerce

Media: TikTok, live streaming, offline events

Summary: Puma's Speedcat sneaker faced slow sales in Vietnam despite strong performance elsewhere. To address this, they organized a closed-door offline event that was showcased on TikTok, combining offline and online efforts. This resulted in increased sales across all channels, showcasing the impact of social commerce in driving brand performance.

Campaign Diaries

No Brand Diaries found.

Global

HYROX speaks out on Beijing athlete incident as PUMA faces ‘Pooma’ digs

Brand: PUMA

Campaign: null

Source: https://www.marketing-interactive.com/hyrox-speaks-out-on-beijing-athlete-incident-as-puma-faces-pooma-digs

Goal: Address community concerns and clarify protocols

Claim: Frustration should never be directed towards the athletes themselves.

Media: Instagram

Summary: HYROX addressed the controversy surrounding athlete Joanna Wietrzyk's incident during a race in Beijing, emphasizing the need for clarity in their medical and biocontaminant protocols. While Wietrzyk received support for her determination, concerns were raised regarding hygiene and safety. HYROX urged the community to avoid directing criticism towards the athletes involved. The incident has also led to scrutiny of PUMA, Wietrzyk's sponsor, prompting calls for a response from the brand.

Campaign Diaries

No Brand Diaries found.

athlete safety HYROX PUMA social media response

India

PUMA puts monks in running shoes to bring mindfulness to motion

Brand: PUMA

Campaign: Meditation in motion

Source: https://www.marketing-interactive.com/puma-puts-monks-in-running-shoes-to-bring-mindfulness-to-motion

Goal: To explore the parallels between meditation and endurance sport.

Media: In-house production

Summary: PUMA India launched the 'Meditation in motion' campaign, featuring Buddhist monks running in PUMA shoes to illustrate the similarities between meditation and running. Shot at Thiksey Monastery in Ladakh, the campaign highlights both practices' focus and discipline, coinciding with the Ladakh Marathon, in which PUMA is the exclusive sportswear partner.

Campaign Diaries

No Brand Diaries found.

Buddhist monks endurance sport mindfulness running

Puma combines meditation and running with Buddhist monks wearing their new shoes

Brand: PUMA

Campaign: Meditation and Running Campaign

Source: https://www.reasonwhy.es/actualidad/puma-explora-conexion-meditacion-running-monjes-india

Goal: To promote mindfulness and fitness through running

Claim: Running hand in hand with meditation

Summary: Puma has launched a campaign combining meditation and running, showcasing their new shoes worn by Buddhist monks. The initiative emphasizes the balance between fitness and mindfulness.

Campaign Diaries

No Brand Diaries found.

Buddhism Meditation PUMA running

Global

Can AI turn football fans into kit designers? PUMA and Man City think so

Brand: PUMA

Campaign: PUMA AI Creator Kit Design

Source: https://www.marketing-interactive.com/can-ai-turn-football-fans-into-kit-designers-puma-and-man-city-think-so

Goal: Engage fans in the kit design process using AI.

Claim: First professional football kit designed by a fan using AI.

Summary: Manchester City and PUMA launched the club's third kit for the 2026/27 season, which is the first professional football kit designed by a fan using artificial intelligence. This initiative allowed Manchester City fans globally to submit ideas for the kit through PUMA's AI Creator tool, resulting in over 180,000 unique designs. Fans voted for the final winning design, embodying a strong connection between the club and its supporters.

Campaign Diaries

No Brand Diaries found.

AI in Sports fan engagement Football Merchandising

United Arab Emirates

PUMA Middle East collaborates with Dystinct for ‘Never Not Suede’ drop

Brand: PUMA

Campaign: Never Not Suede

Source: https://campaignme.com/puma-middle-east-collaborates-with-dystinct-for-never-not-suede-drop/

Goal: Showcase the Suede collection and highlight individuality through music, fashion, and sport.

Summary: PUMA Middle East collaborates with Moroccan-Belgian artist Dystinct for the 'Never Not Suede' campaign, showcasing the Suede collection while exploring Dystinct's cultural influences across music, fashion, and sport. The campaign highlights themes of self-expression and authenticity, using vibrant colorways of the Suede sneakers.

Campaign Diaries

No Brand Diaries found.

collaboration Dystinct PUMA self-expression Suede