Words by: Christine Pearson
PUMA has formally launched its new brand platform, Forever Faster. With the mission to become the Fastest Sport Brand in the World, Forever Faster will be driven through a comprehensive global multi-media marketing campaign that includes a TVC spot featuring some of the World’s finest sporting personalities.
Courtesy of: PUMA
Forever Faster recognises athletes who stand out as individuals through both performance and personality. World’s Fastest Man Usain Bolt features in the Forever Faster TVC with football icons Mario Balotelli, Sergio Agüero and Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team. The spot sees these sports men and women challenging convention and taking risks through determination, bravery, confidence and joy.
Forever Faster embraces the thrill of being first, the swagger of being the best, and the fun of being able to adapt; but it is also an ethos that goes beyond the boundaries of a marketing campaign. It signifies the desire to quickly identify product designs and innovation, trends and style and bring them into the marketplace in a more dynamic manner. As well as a brand platform, Forever Faster is a company mentality.
“Forever Faster is about PUMA making a statement as a brand and reminding people that we are and will continue to be the fastest sports brand in the world,” said Adam Petrick, Global Marketing Director at PUMA. “We’ve always been known as a brand that takes risks and that’s not going to change, Forever Faster clearly represents that. This is going to change the way we approach product design and innovation as well as how we market our brand.”
ABOUT FOREVER FASTER
Q: What does Forever Faster mean?
A: "Faster" is more than just delivering the rational benefit of speed to sportsmen and women, we will have a single-minded purpose of celebrating faster in every sense of the word. “Forever Faster” references the emotional benefit of owning speed- the thrill and the fun of being the fastest. We will work this platform into the way we perform business both internally and externally to make sure we are the first in the industry for innovations, style, and trends.
Q: Is Forever Faster a seasonal aspiration?
A: Forever Faster will be a part of a long term effort to clearly re-establish our brand in the minds of our customers. With each upcoming season, the Forever Faster platform will be a guiding principle in actions and decisions as we strive to be faster in innovating, trendsetting, and decision making for both our consumers and our partners.
Q: Which athletes are important to Forever Faster?
A: All of our athletes are important to Forever Faster. The campaign features World’s Fastest Man Usain Bolt with football icons Mario Balotelli, Sergio Agüero, Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team
Q: Where will Forever Faster be represented?
A: Forever Faster will have a presence in each of our categories from Performance to Lifestyle. Forever Faster will blend our Performance and Lifestyle units under one clear vision. It will be represented in all our communication – every aspect of consumer marketing.
Q: What does Forever Faster mean internally?
A: Our objective is to be faster in reacting to new trends, faster in innovating, faster in decision-making and faster in solving problems for our partners.
Q: What does Forever Faster mean for product innovation?
A: "Forever" references more than just our history, and our commitment to our classic products. It's a recognition of the endless pursuit of whatever is next - in performance innovations, in cultural trends, and in style and fashion.