Fútbol is a game of passion. Fans and players alike are emotionally invested in their connection to the game they love. That dedication leads to loyalty, whether it’s for the team they root for or the brands they rep. Puma needed to tap into that passion to break through existing loyalties and drive consideration and trial for the launch of their new performance footwear, evopower and evospeed.
To maximize brand awareness and participation, we blanketed three metro markets with pop-up community events, street team activations and social influencers under the banner of PLAY LOUD – a call for young athletes to express themselves by going all in with Puma. Players could wear evopower and evospeed on the pitch and truly test their potential. Alongside boot trials, athletes could test their skills to win Puma soccer balls and share their experience with a branded photo op.
We conducted youth morning clinics led by leading coaches in each market. A Puma Tricks obstacle course was devised for young power athletes to compete with young speed athletes in side by side drills, highlighting the capabilities of each boot.
The top players in each market went head to head for their chance to represent the U.S. in an international PLAYLOUD 3v3 Tournament in Playa Del Carmen, Mexico, against some of the strongest soccer teams in the world.
This multi-channel brand experience netted big results for Puma.