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

Textiles | On 23rd Jun 2017

Textile ministry organises training workshop on GST

The ministry of textiles had organised training workshop on GST which ...

Apparel/Garments | On 23rd Jun 2017

Uware Brands into licensing agreement with Polaroid

Uware Brands has entered into a licensing agreement with Polaroid for ...

Textiles | On 23rd Jun 2017

Ralph Lauren ex-president Tiger of Sweden's new CEO

Hans-Christian Meyer, former president of Ralph Lauren Corporation,...

Interviews View All

Anshul Sood
Oceedee

‘Indian footwear market is nascent and largely a trend follower’

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Marten Alkhagen
Swerea IVF AB

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

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

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

news category


Related Categories:
June 2017

June 2017

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

SUBSCRIBE


Browse Our Archives

GO


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