Puma has brought its new Pumagility brand to Pandora through sponsorship of a dozen workout-oriented stations on the online radio service. The custom stations launched in September on Pandora. Different genres -- hip-hop, hard rock, country -- are all geared to pump up listeners during sessions at the gym.
This Puma campaign features a complete takeover of Pandora’s “workout” genre, highlighting the German shoe company’s Pumagility extra-lightweight training shoe introduced late last year.
Pandora listeners on the Web and mobile platforms will see Pumagility banners and background “skins” on the station sites, and will hear audio ads.
The goal is to build awareness of the new shoe and how it enhances stability and motion in workouts with a tightly targeted audience. Pandora says nearly 2 million listeners have tuned into its workout stations since launching. The average listener with a workout station will listen for roughly 48 minutes a day, and nearly eight in 10 listen on a mobile device.
In its third-quarter earnings report in November, the company said the majority of Pandora listening now takes place on mobile devices; about half its revenue came from its mobile properties. Overall, advertising accounts for the vast majority of Pandora’s revenue, which reached $75 million in the third quarter.
The Pumagility sponsorship on Pandora, running through Feb. 20, is an extension of the “Get A Move On”-themed campaign that Puma kicked off in November across TV, print and online. That effort also involved a hands-on component in which the company went to shopping malls to let people try on the futuristic new shoes.