Puma is introducing Pumagility, an extra-lightweight cross-training shoe for both men and women, just in time to jog through the holidays.
The German shoe company says the launch is the largest investment it has made in the U.S. this year, and that the new sneaker offers maximum stability and flexibility, with funky foam shapes that compress on impact to widen the base of the shoe.
Puma could use a lift, says Matt Powell, an analyst who follows the sneaker business for Princeton Retail Analysis. “Right now, Puma isn’t doing very well in the U.S.,” he tells Marketing Daily. “But it’s a very resilient brand that always has a place in the market.”
The campaign, themed “Get A Move On,” includes TV, with a spot created by Droga5 scheduled to run on ESPN, Comedy Central, MTV and VH1, as well as live sports broadcasts, such as Monday Night football and prominent NCAA games, and late night on "Jimmy Kimmel Live." Print includes Men's Health, Women's Health, and ESPN The Magazine. And there will be public relations and social media efforts as well.
Puma is also using a large experiential component, heading to malls to give consumers a chance to try on the futuristic new shoes, as well as play a video game based on the Pumagility concept.
"Today, consumers want to know what a sneaker can do for them,” Tara McRae, VP/marketing for Puma North America, says in the company’s release. “We wanted to highlight those end-user benefits while fusing the best of the brand attributes, from our use of color, design, humor. This is a true product-focused campaign and it’s brought to life in every step of our marketing mix."