Puma brings fun and irreverence to the sports sphere once again with the launch of the Puma Social campaign in Canada. With the launch of the project, the brand is honouring groups of friends who know the joy of playing sports at the bar rather than at the gym. It shuns the serious nature of organized sports and celebrates social sports that are timeless and authentic.

The campaign is hinged by a number of elements including a mood video, cheeky in-store adverts; a web and mobile application called Life Scoreboard that allows users to keep a running score on anything and everything they want to turn into a competition; and a Puma Social website that fuses Puma-created and user-generated content that is updated dynamically on the site.

The online destination is designed to make it easy for Puma Social-ites across the globe to share their own competitive scoreboards, connect with other users and view party pictures and video from Puma Social Clubs running in cities around the world. Toronto will host the first Puma Social Club in Canada on March 10, and other ‘Puma Socials’ will roll out in Montreal and Vancouver this summer.

The print, online and out of home campaigns will feature groups of friends experiencing the nuanced and hilarious moments that only happen when people get together to play ping pong, sing karaoke or throw darts. The playful spirit of the Puma brand is conveyed with sayings such as «Here’s To The After Hours Athlete», «Here’s To The 5am cabs not 5am runs», «Some Marathons End At 6am», «Sometimes Victory Is A Phone Number» and «Scoring Leads To Scoring».

Today, February 25, the ‘Recruit The After Hours Athlete’ will take place in Toronto, where the participants will have a chance to win a ticket to attend Puma Social Club by hurdling a life size inflatable Canadian Moose across a finish line.

The Puma Social Street Car is now running through the downtown core of the city—Puma Canada and Footlocker Canada have joined hands to bring the ‘after-hours gaming’ message to its consumers.