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Puma Basketball

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Challenge

After a thirty-year hiatus, relaunch PUMA back into the much-hyped and competitive world of basketball.

Solution

Instead of competing for on-court performance with the mega-brands in the category, the strategy rebelliously positioned PUMA against the legacy issues of the game, and in the center of the off-court counterculture that surrounds the game.

Research
Ethnographic & Cultural Research / Research & Trend Report / Insights

StrategyBrand Strategy / Key Stakeholders* Sell-Through

ConceptingLaunch Concepts


*Jay-Z

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