Home / Knowledge / News / Apparel/Garments / Puma launches groundbreaking performance products
Puma launches groundbreaking performance products
12
Feb '13
PUMA Celebrates A Year Of Innovation With Groundbreaking Performance Product Introductions & New Campaign Launch

2013 signals a pioneering year for PUMA, as the global sport lifestyle brand re-energizes its performance positioning through the introduction of a new cross-category performance platform - The Nature of Performance.  The Nature of Performance underpins a new creative and marketing campaign, in addition to serving as the inspiration for a collection of innovative new products in the Football, Running, Training and Fitness categories.

PUMA's Nature of Performance platform is a red thread that unifies all of PUMA's performance categories with a consistent voice, look and feel. Grounded in nature and the athlete's innate desire to perform at their best level, The Nature of Performance takes us on a journey that is at once personal and universal.  Through it, we come to understand certain campaign insights:

- The Nature of PUMA Football: Whether it's in your nature to be power hungry, a glutton for speed or a control freak, PUMA builds inspired products to amplify you and your team's instincts.

- The Nature of PUMA Running: It's in our nature to disrupt the monotony of running. It's making a routine run feel fresh again, and it's in our nature to get you out the door.

Similar insights have been developed for PUMA Golf, PUMA Training, PUMA Fitness and PUMA Ecosphere and will feature in the creative executions for each.

Created in collaboration with advertising partner Droga5, the Nature of Performance campaign for ATL and BTL features the product as hero in each treatment, with a minimalist deconstructed "set" using a simple gray background, exposed staging and technical features, and athletes in motion showcasing the 'epic moment' of athletics.  Stylistically new for PUMA, the Nature of Performance creative is designed to evoke a visceral reaction and tap into our nature as performance athletes.

PUMA also partnered with video production house Juliet Zulu to develop a series of technical films and TVCs for The Nature of Performance that will roll out online, by category, beginning in February 2013.

"With The Nature of Performance, we've found our own unique voice within the performance space," said Filip Trulsson , Director of International Marketing at PUMA SE.  "The platform works across all of our sport categories and offers a compelling and effective way to convey pinnacle performance PUMA products and the user experiences at its most natural state."

The Nature of Performance platform launch coincides with a series of innovative new product introductions in Spring/Summer 2013, including ground-breaking footwear and apparel styles for Running and Training. 

PUMA Mobium Elite is a first generation PUMA Adaptive Running shoe that's built on a system of interdependent technologies that are proprietary to PUMA. The patent-pending technologies of the Mobium Bands, the Windlass Chassis and the Expansion Pods work together allowing the shoe to expand and contract as the foot naturally does through the gait cycle.


Must ReadView All

EU renews GSP+ scheme for Pakistan 2 years

Apparel/Garments | On 24th Feb 2018

EU renews GSP+ scheme for Pakistan 2 years

Pakistani exporters can enjoy preferential duties on exports to the...

Surat wary of e-way bills

Textiles | On 24th Feb 2018

Surat wary of e-way bills

There is no respite for Surat’s textile manufacturers and retailers....

Retailers choose sides in Alibaba-Tencent battle in China

Apparel/Garments | On 24th Feb 2018

Retailers choose sides in Alibaba-Tencent battle in China

Two big Chinese firms— Alibaba Group Holding Ltd and Tencent Holdings ...

Interviews View All

Pinkesh Jain
Everflow Petrofils Ltd

‘An innovative technology which India needs desperately is the...

Mohammad Mamun Ar Rashid
UL VS Bangladesh Ltd

Productivity, creativity and innovation play a vital role in the growth of ...

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

John Kelley

Textile Events is one of the largest textile fair in the United Kingdom,...

Ravindra Jain, Ashish Baid

Oswal Prints Private Limited has been manufacturing and exporting ethnic...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

February 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
70.6%
No
12.7%
Skip
16.7%

Total Votes: 102

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.7%
No
29.4%
Skip
6.9%

Total Votes: 102

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
88.2%
No
8.8%
Skip
2.9%

Total Votes: 102

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
83.3%
No
7.8%
Skip
8.8%

Total Votes: 102


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search