Puma Expands & Evolves ‘Faster Football’ Platform Via Brand & Product Campaign Strands

Through the summer and autumn of 2021 German sportswear brand Puma rolled out a sports-specific, integrated brand identity and brand platform campaign called ‘Faster Football’ which recently won the ‘Grand Prix Strategies du Sport 2021’ award in France.

The world’s self-declared third biggest football sportswear supplier sought to unite it’s football product ranges, marketing, fans, athlete ambassadors and national/club sponsorship under an ‘outsider positioning’ around a new identity platform called ‘faster Football’.

The brand teamed up with agency La Fourmi to present a more inspiring, more authentic, more assertive and more identifiable footballing face through the ‘Faster Football’ rallying cry which sought to act as a rallying cry for the next generation of players and fans.

The platform was built around a manifesto: “We are the Puma Fam, we do things differently, we accelerate the game with innovative products, we heroic our players, we support the next generation, we break down the barriers between fans and players. footballers, we are at the forefront, we are a driving force for change. Welcome to Puma Football.”

This was backed by a set of eight ‘disruptive game statements’: Showtime, Anytime / Always Faster / Age Is Just A Number / Trust Your Instinct / Fam First / Play From The Heart / Take A Stand / Rewrite The Rules.

The launch of the ‘Faster Football’ platform kicked off with a sub brand logo, signature red and black colour coding, typography reflecting a raw and spontaneous style, a library of ‘underground’ illustrations, a set of launch iconography aimed at enhancing the primary emotions and enabling the creation of a multitude of posters, imagery and social content, a set of copy lines including ‘Lets the Fans’, ‘Play Wild’, ‘Reform The Game’ and ‘Hack the Feed’.

‘Faster Football’ campaign content first launched in July 2021 led by a hero viral video titled ‘Join The Movement’ which spearheaded a digital and social media campaign designed and deployed globally by La Fourmi across on Instagram, TikTok, Triller, Twitch.

Join the Faster Football movement pic.twitter.com/4Z9Pp9eAzS

— PUMA Football (@pumafootball) July 22, 2021

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