PUMA Southeast Asia Debuts a Community-Based Video Campaign
Debra John — September 26, 2024 — Marketing
References: about.puma & marketing-interactive
PUMA Southeast Asia has introduced its first running commercial, which shifts the focus from professional athletes and medal-winning finishes to the diverse community of everyday runners.
The campaign, titled 'See The Run Like We Do,' highlights the strengths, challenges, and sense of community that arise from personal running experiences. Through this initiative, PUMA encourages individuals "to celebrate their unique achievements," thereby positioning running as a lifestyle embraced by many.
In addition, this Southeast Asia-centric commercial "coincides with the launch of the new Deviate NITRO 3 shoe, reflecting PUMA’s commitment to supporting runners in defining their journeys, regardless of pace or experience level." Furthermore, PUMA is implementing local initiatives, including the 'PUMA NITRO Run Club,' across Malaysia, Singapore, Indonesia, Thailand, and the Philippines. These efforts aim to enhance community engagement and support runners of all abilities. Overall, this strategy fosters brand loyalty and expands PUMA’s presence in the running market as it actively creates a foundation for communities.
Image Credit: MARKETING Magazine Asia / PUMA
The campaign, titled 'See The Run Like We Do,' highlights the strengths, challenges, and sense of community that arise from personal running experiences. Through this initiative, PUMA encourages individuals "to celebrate their unique achievements," thereby positioning running as a lifestyle embraced by many.
In addition, this Southeast Asia-centric commercial "coincides with the launch of the new Deviate NITRO 3 shoe, reflecting PUMA’s commitment to supporting runners in defining their journeys, regardless of pace or experience level." Furthermore, PUMA is implementing local initiatives, including the 'PUMA NITRO Run Club,' across Malaysia, Singapore, Indonesia, Thailand, and the Philippines. These efforts aim to enhance community engagement and support runners of all abilities. Overall, this strategy fosters brand loyalty and expands PUMA’s presence in the running market as it actively creates a foundation for communities.
Image Credit: MARKETING Magazine Asia / PUMA
Trend Themes
1. Community-focused Marketing - Brands are increasingly using community-based narratives in their advertisements to create deeper emotional connections with their audience.
2. Inclusive Fitness Campaigns - Marketing strategies are evolving to highlight the experiences of everyday athletes, promoting inclusivity in the fitness industry.
3. Localized Brand Initiatives - Companies are tailoring their marketing efforts to resonate with regional audiences, enhancing community engagement and brand loyalty.
4. Lifestyle-driven Athletic Gear - Athletic brands are positioning their products as integral to a lifestyle, rather than just for performance, to attract a wider array of customers.
5. User Generated Content Integration - Campaigns that incorporate real stories from users are becoming a key strategy for brands looking to build authenticity and trust.
6. Experience-based Commercials - Video campaigns that focus on the journey and personal experiences of users offer a fresh perspective on product marketing.
Industry Implications
1. Fitness Apparel - Vibrant community-focused campaigns are reshaping how fitness apparel is marketed, focusing on lifestyle and inclusivity.
2. Digital Marketing - Localized and community-driven marketing initiatives are setting new precedents in digital advertising strategies.
3. Consumer Goods - The shift towards experiential and inclusive campaigns is transforming how consumer goods brands engage with their audiences.
4. Sports Equipment - Industry practices are evolving to highlight the inclusive and community aspects of sports, resonating with a broader demographic.
5. Footwear - Campaigns that emphasize personal stories and community belonging are influencing how athletic footwear is perceived and purchased.
6. E-commerce - Localized and narrative-driven e-commerce campaigns are increasingly important in capturing diverse and community-oriented markets.
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