With the 2024 Olympic year just around the corner, the countdown to the Paris Games has entered 100 days. A new round of Olympic marketing will enter its heyday. Especially for sporting goods companies, this kind of world-class comprehensive sports meeting is naturally a stage for soldiers to compete.
In Paris in April, several brands are connecting with the city, and PUMA, which has been around for more than 75 years, is no exception.
On April 10th, in the fashion capital of Europe, a world-class metropolis, PUMA held a press conference to unveil their first global brand refresh in a decade -
RUN 98 WENT TO PARIS TO WITNESS THE LAUNCH, MEET MANY OF PUMA'S TOP ATHLETES, AND VISIT THE PUMA INNOVATION LAB.
SHOUTING OUT FOREVER.FASTER, THEY ARE WELCOMING THE UPCOMING EVENT WITH EXCELLENT AND COMPREHENSIVE PRODUCTS.
As we all know, PUMA's logo is a galloping jaguar, with a sense of speed and sports aesthetics, and competitive sports advocating higher, faster, and stronger, and there is a high degree of compatibility between the two.
随着FOREVER.FASTER. - See The Game Like We Do的释出，PUMA正在强化着这一理念，突出了品牌与速度之间的联系。
In the exciting promotional videos, whether it is sprinting, football, handball, hurdles, pole vaulting...... are associated with "fast". PUMA showcased the brand's "speed" DNA and ignited the desire for speed in everyone present.
The athletes use absolute numbers and constantly improving records to show their "fastness". PUMA also advocates that everyone should break through themselves with the concept of "fast", and look at the game from a different perspective, challenge the tradition, and create immortality.
"This is the first time PUMA has delivered a single brand message – FOREVER – throughout the year and across all sports categories such as football, running, basketball and handball. FASTER.。 The overall message delivered is emotional, unique and ensures a connection and resonance with our target consumers. Richard Teyssier, Vice President of Brand & Marketing at PUMA.
Although for many athletics and ball games, we do not measure the advantages and rankings by absolute speed. From the perspective of "98 Run", the concept of FOREVER.FASTER. is to extend the concept of "fast" and encourage athletes and all sports enthusiasts to break through the past.
More outstanding product strength, professional adaptation to different groups of people and sports products, is also their winning weapon in sports marketing.
Founded in 1948, the brand has gone through 75 years, during which it has been constantly expanding the brand core and various product lines, and to some extent, its fashion and trendy attributes are also being accepted by a wider range of groups.
In this press conference, "98 Run" saw that PUMA still puts professional and professional sports attributes in the first place.
AT THE LAUNCH EVENT IN PARIS, WE ALSO VISITED THE PUMA INNOVATION LAB, WHERE THEY SHOWCASED THEIR FOOTWEAR AND SPORTS EQUIPMENT FOR THE NATIONAL TEAMS AT PARIS 2024, WHERE WE ALSO SAW A VARIETY OF SPECIAL SHOES EQUIPPED WITH NITRO MIDSOLE TECHNOLOGY.
Athletics is broken down into 46 events for men and women, and in these different events, the requirements for shoes are different, and it is impossible for a sports brand to use one shoe to meet all sports.
For example, the difference between sprint spikes and long-distance running spikes, and the difference between throwing shoes and high jump and long jump shoes, PUMA presents their wide range of products in INNOVATION LAB.
In the Chinese market, marathon sports are becoming more and more popular, and road running products have the main consumer group, so the product power of marathon racing shoes is visibly improving with the naked eye, while in the relatively unpopular track and field races, we rarely see domestic brands develop special shoes suitable for different sports.
For PUMA, which has a history of 75 years, this is one of their core competitions, and professional special shoes are also a feast for our eyes.
The NITRO midsole technology is in the same vein, and the color matching is also matrixed. Through the adjustment of different midsole details and the design of the structure, professional equipment meets the needs of professional sports. The display of various disassembled parts also allows us to explore the scientific and technological strength behind the sports product manufacturing industry.
In addition to this, we are also very interested in a shoe called Fast-RB, which stands for Rule Breaker. The shoe is a frightening 60 mm forefoot, exceeding the World Athletics Federation's limit of 40 mm for a midsole for road running shoes.
"This is a kind of learning for us to apply technological innovation to more shoes. While it doesn't make it a race-day shoe, we hope that this kind of construction and the superior midsole technology will give runners the ultimate rebound and rolling experience. ”
The Fast-R 2 NITRO Elite will also be fully launched in the Chinese market in the spring of 2024.
In Paris in April, we also met some of PUMA's elite Olympic champions, dressed in their latest jerseys, sharing their sports tips and plans for the Olympic year. The latest jersey on the upper body also shows the athletic aesthetics and confidence between the athletes' muscle lines.
For example, Karsten Warholm of Norway, a three-time world gold medallist in the 400m hurdles and Olympic champion in Tokyo, Mondo Duplantis of Sweden who has broken the world record in the pole vault several times, and Mutaz Barshim, a Tokyo Olympic high jump champion from Asia.
With the upcoming Paris Olympics, they will still be strong contenders for the podium in their respective countries and events. In less than 100 days, they will show their "fastness" at the Olympics.
In addition to world-class athletes, "98 Run" has been focusing on track racing for several seasons, and it has also been observed that PUMA's special shoes have become the choice of athletes in the domestic arena in recent years.
For example, in the just-concluded Zhaoqing Grand Prix and Hangzhou Grand Prix, athletes chose PUMA shoes for sprinting, long jump, and pole vault events.
And on April 20, the 2024 World Athletics Diamond League Xiamen Station will also start. PUMA will continue to be an official partner to bring excitement to track and field enthusiasts in China and around the world.
This long-established company from Germany has always been committed to providing high-quality products for athletes and enthusiasts around the world, covering different sports, and setting sail at full speed on different tracks.
In the view of "98 Run", product power is always the first competitiveness of a sports brand, otherwise any brand concept and sports marketing will become an empty slogan.
IN PARIS, AT INNOVATION LAB, WE SAW THE REASON AND CONFIDENCE FOR PUMA TO SHOUT FOREVER.FASTER.