Finally, after much talk and hype all over the Internet, PUMA has formally launched its new global brand platform, Forever Faster locally, in Berjaya Times Square yesterday.
At the launch, the public were challenged to overcome the ‘The Red Wall’, a three-metre high vertical wall that is so imposing; it was one of the barriers where contestants of ‘American Ninja Warrior’ fail to pass. The idea behind the wall aims to highlight the values that make up Forever Faster, which comprise of brave, determined, joyful and confident.
With the mission to become the Fastest Sport Brand in the World, Forever Faster is targeted to a selective group called, ‘Gamechangers’ who are active progressive athletes aged 16-24. The platform will be driven through a comprehensive global multi-media marketing campaign that includes a TVC spot, featuring some of the World’s finest sporting personalities.
Forever Faster embodies athletes who stand out as individuals through both performance and personality. World’s Fastest Man Usain Bolt features in the Forever Faster TVC with football icons Mario Balotelli, Sergio Agüero, Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team. The spot also sees these sportsmen and women challenging the conventional – taking risks through determination, bravery, confidence and joy.
Forever Faster embraces the thrill of being first, the swagger of being the best, and the fun of being able to adapt; but it is also an ethos that goes beyond the boundaries of a marketing campaign. It signifies the desire to quickly identify product designs and innovation, trends and style and bring them into the marketplace in a more dynamic manner. As well as a brand platform, Forever Faster is also a company mentality.
“Forever Faster is about PUMA making a statement as a brand and reminding people that we are and will continue to be the fastest sports brand in the world,” said Adam Petrick, Global Marketing Director at PUMA. “We’ve always been known as a brand that takes risks and that’s not going to change, Forever Faster clearly represents that. This is going to change the way we approach product design and innovation as well as how we market our brand.”
In speaking of the Malaysian market, Miguel Andrade, PUMA Southeast Asia General Manager shared, “We believe every Malaysian has Forever Faster in them, being ambitious, bold and charismatic in nature. It is not about making Malaysians Forever Faster, but rather bringing the Forever Faster out of them. This is an exciting project that we have been looking forward to for some time now, and cannot wait to commence future consumer interactions.”
In the coming months, the public can expect various activities as well as products themed around Forever Faster, with Mobium Elite Speed and Night Cat training mini-pods confirmed to be introduced in Malaysia late August. Also on the cards will be the PUMA Night Run, which will take place on 25 October 2014, with registrations opening on 8 August 2014.
For more information, please visit PUMA Malaysia Facebook page at https://www.facebook.com/PumaMalaysia
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