Puma

Blending the worlds of performance and lifestyle.

Puma

Overview

PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. Puma turned to Tank to create a look and feel for it’s “I’m going” campaign as well as new materials for marketing.

Puma I’m Going campaign

For Puma’s seasonal brand campaign, Tank and photography team Guzman captured the spirit of I’m Going with the Tony award-winning Bill T. Jones/Arnie Zane Dance Company, known for their modern, avant-garde work. The campaign appeared in US and European publications including, Maxim, Stuff, Details, LuckyJane, Elle and InStyle, as well as point-of-sale, catalog and online adaptations.

Puma Black label

Puma’s Black Label is at the forefront of sports fashion thanks to collaborations with renowned designers such as Yasuhiro Mihara and Alexander McQueen. Tank collaborated on the identity system, promoting the various designers under the Puma umbrella, both in-store and online.

Puma Rugby

Promoting Puma’s product launch of rugby-inspired apparel, the “Size Matters” campaign coincided with the Rugby World Cup in Paris and featured Puma-sponsored players. The creative rolled out in print and outdoor including a stadium-wrap outside the venue.

Puma & Marcel Wanders

To promote Puma’s new product line with Marcel Wanders, the retail point of sale and promotional program included a pop-out paper doll system for customers to create their own “Wanders” party. The Campaign took Silver at the Annual Hatch Awards.

Puma Bodywear

Puma partnered with Tank to launch Complete Bodywear, their first foray into high performance sportswear. With three tiers of product appealling to the competitive athlete as well as the weekend warrior, Tank created primary visuals, iconography and the tagline “Vive Le Body!” — executed across packaging, point of sale and advertising. The campaign appeared in multiple publications including Runners World, Men’s Health, GQ,Glamour and Men’s Fitness.

Related projects