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The Puma 'After Hours' Commercial Makes Athletes out of Partiers
Vittoria Natarelli — August 23, 2010 — Fashion
The Puma 'After Hours' ad captures the evenings of several revelers having fun. There are people bowling, playing pool, throwing darts and even playing ping-pong, proving they are just as normal as you.
The commercial aims to sell Puma shoes to non-athletes -- or, as the commercials phrase it, "after-hours athletes." If the Puma 'After Hours' commercial is telling me that I am an athlete because I go bowling and come home at dawn, then I am the Lance Armstrong of nightlife.
The commercial aims to sell Puma shoes to non-athletes -- or, as the commercials phrase it, "after-hours athletes." If the Puma 'After Hours' commercial is telling me that I am an athlete because I go bowling and come home at dawn, then I am the Lance Armstrong of nightlife.
Trend Themes
1. After-hours Athletes - Opportunity for brands to target non-athletes who engage in various social activities and position them as athletes.
2. Reimagining Nightlife - Disruptive innovation opportunity to create unique experiences and products that cater to the after-hours lifestyle.
3. Connecting with Nighttime Demographic - Brands can capitalize on the nighttime demographic by crafting marketing campaigns that resonate with their interests and activities.
Industry Implications
1. Sports Apparel - Disruptive innovation opportunities for sports apparel brands to target the after-hours athlete market segment.
2. Nightlife Entertainment - Disruptive innovation opportunities in the nightlife entertainment industry to create unique experiences and venues for the after-hours lifestyle.
3. Social Activities - Opportunity for businesses to offer unique social activities and experiences tailored specifically for the after-hours demographic.
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