Imagine competing against Kobe Bryant, LeBron James, and Derrick Rose. Itâ€™s like battling 3 Olympian gods.
Well, thatâ€™s exactly what Puma is doing.
Nike and Adidas have been great at signing up the biggest athletes because they are good at spotting them and they have the disposable funds to lock athletes down for long term contracts which essentially gives the athletes some assured long-term incomes.
What Puma is Doing
Itâ€™s a pretty old strategy. Whatever you canâ€™t beat in the arena, take it to the streets. Puma is going guerrilla. With the help of GroupÂ ZenithOptimedia andÂ JCDecaux Innovate, they [partially] took over 12 bus stations in Paris to promote their new 157-gram Suede Bolt Lite sneaker.
The shoe comes with the tagline â€œFly Towards Victoryâ€ and the idea that the shoes are so light, you can fly higher. They decided that there really is no other way to make their point but by making the shoe fly. They did it by putting a shoe in between two glasses held up by invisible strings. From a far, it looked like the shoes were floating.
The campaign clearly hits the spot. The brand claims itâ€™s so light, so they made it look like it was floating. They chose strategic areas where people WILL stand around and wait giving their brand more exposure time with possible customers.
You know the â€˜butâ€™ is coming.
When you are battling Nike and Adidas without an army like Bryant, James, and Rose, you need to go hard and this is not hard enough. Itâ€™s a good campaign but not a great one. Itâ€™s one of those disruptions that will make you look and stare for about five seconds and then forget about it once you leave the vicinity because it doesnâ€™t engage you, it simply makes you a spectator.