In Mid-May, sportswear brand Puma launched an Australian strand of its global ‘She Moves Us’ brand platform in the form of a ‘Fearless Podcast Series’ which challenges gender inequality in Australian sport.
Setting out to highlight the female perspective in a male dominated industry, the Australian podcast aims to fuel conversations about gender in sport with episodes featuring women who have made it to the top of their fields in sport, business and culture.
It sees PUMA Oceania partnered with Listnr and ‘On Her Game’ podcast host (and award-winning sports journalist) Sam Squiers to create ‘The Fearless Podcast Series’: a set of six conversational shows with guests Jemma Mi Mi (Firebirds Netball), Liz Clay (Australian Olympic Hurdler), Ali Brigginshaw (Brisbane Broncos), Sabrina Frederick (Richmond AFLW), Rosie King (CEO of Netball Victoria and Melbourne Vixens) and Peggy O’Neal (President of Richmond Football Club).
Through the six episode series, the athletes discuss the importance of being a role model for young athletes and how to act as a force of empowerment for all women. Through the lens of their own personal sporting journeys, the series explores conversational topics ranging from equality and racism, to leadership, relationships and fearlessness.
Powered by Puma Oceania, ‘The Fearless Podcast Series’ launched on 21 May 2021 and was promoted across Puma Australia’s digital and social channels, as well as through PR and via LiSTNR’s platforms.
“At Puma we believe in the power of sport to move culture forward. It’s important that as a member of the community we participate in and support conversation that drives positive change. It is in the Puma DNA to inspire, innovate and become champions for change and progress.” Commented Puma oceania GM Daniel Gutstein. “For many men, and even women, they shy away from discussing gender issues for fear it may negatively impact their career. We have made a commitment to drive for equality on and off the field. Creating an environment for important and high impact stories that stimulate thought, encourages ongoing dialogue and supports positive change is an important part of that commitment. We all have a responsibility to make a better, more equitable world. Women know what needs to be done, but the burden of change cannot rest on their shoulders alone. We men must listen and actively participate to support and enable positive and sustaining change. I have two young daughters and it is my hope, that through a shared commitment by all of us, their generation won’t have to fight for equality on and off the field because it will just be a basic truth of life.”
“Puma is a brand immersed in sport and culture, and we wanted to create an environment where our athletes and partners can share their experiences and insights. Our hope is that these conversations will not only inspire a younger generation of athletes coming through, but also help to create significant change so they do not have to tackle the same issues we are facing now, in years to come,” explained Puma Oceania Senior Head Of Marketing Neysa Goh.
“Puma is a perfect partner for the ‘On Her Game’ podcast as we both are seeking to empower female athletes to share their stories, raise their voices and create a positive future for women in sport,” added Squiers. “You can’t be what you can’t see and, as a sports journalist and mum of two girls, I am determined to create meaningful space for female athletes so all young girls can grow up with fierce role models on and off the field.”
Comment:
Sports marketers around the world are seeking new, fresh ways to reach new audiences and with 6.6m Australians listening to podcasts each week, Puma is one of several brands turning to podcasts to establish relationships with engaged audiences in order to build brand recognition and values.
The combination of the time, space, lack of restrictions and the personal nature of the one-to-one authentic conversations at the heart of so many episodes is increasingly attractive to listeners and marketers.
The initiative, which is Puma’s first move into the booming podcast space, show the brand understands the power and influence that comes to drive further change by amplifying the conversations through an audio-led, social conversation.
It is part of Puma’s recently launched, international ‘She Moves Us’ campaign provides a female perspective in sporting arenas which have been dominated by men for far too long.
Launched in March 2021 with work fronted by Dua Lipa, ‘She Moves Us’ is a Puma brand platform created to celebrate the ways women are moving the needle, the conversation, the expectations and the narrative about gender equality in sport and beyond.
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