Puma is rolling out a new platform, Forever Faster, that highlights the brand’s passion towards speed and celebrates the athletes who challenge stereotypes and show the world what “not fast, but faster” really means.
The campaign by JWT New York is inspired by the brand’s mission to become the fastest sport brand in the world. The centerpiece of the campaign, the “Calling All Troublemakers” spot, features the world’s fastest man Usain Bolt, football icons Mario Balotelli, Sergio AguÌero, Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team. They all come as embodiment of speed and share what they are—bold, potential fugitives, not obedient, and many more. They are reaching beyond the boundaries, demonstrating their ultimate determination, bravery and confidence with sheer joy.
“Through our endless pursuit to push the sports world forward, we are Forever Faster. Not fast. Faster. Faster is more determined. It trusts its instincts, not the rules. It’s brave. It’s confident. Faster reminds the world what it means to play. Then wins it all, breaks records, breaks them again, and takes a victory lap,” says the brand.
Before the launch of the spot on August 5, the brand posted a series of photo teasers on its Facebook, Twitter and Google+ page, encouraging the audience to guess which sport celebrities would be starring in the new ad. Fans were shown actual photos from the shoot, but the faces of the top athletes in the pictures were covered.