Puma is currently busy rebranding sport as a lifestyle accessory for non-sporting types with the roll out of a UK campaign focused on sporting Nightlife activities from pool to darts and karaoke. Much like Diesel’s ass kicking sneakers, the brand is looking to align with the trainer consumer who by all accounts isn’t that much of an athlete in the traditional sense.
That said the brand is also keen to highlight its heritage, and is appealing to both the sports fan and the armchair athlete with a new social media campaign that ties to a new footwear collection in conjunction with lifelong Puma ambassador Maradona.
Puma is celebrating Maradona’s 50th Birthday across social media with the world’s biggest game of juggling. The concept is simple, visitors to the Facebook destination have 30 minutes to pas on a video, the longer the video is passed on the longer the ball stays in the air. The more time elapses the more ’surprises’ the football icon will reveal. However, if you drop the ball King Diego is likely to get angry.
The campaign fits in nicely with the causal sports positioning the brand is looking to promote with a nod to the growing rise in casual social gaming. As the brand states: "Puma Social is the champion of the social games we play off the field with friends, when the sun goes down".