Puma springs global campaign for cell shoes

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HERZOGENAURACH, Germany -- Puma, the German sportswear brand, is rolling out a global image campaign for Puma's new Cell technology shoe, which the company says is the first sports shoe with foamless cushioning. Puma's running and cross training shoes will be equipped with the new Cell technology.

The TV campaign has begun in the U.S., and will roll out in February or March in Germany, Austria, Switzerland, France, the U.K. and a number of Asian markets. The campaign was created by U.S. agency Gyro Worldwide of Philadelphia, Penn.. Gyro is only working for Puma on a project basis. In September Puma named the London agency K Advertising as its international global soccer agency as well as its international strategic partner. Puma continues to work with agencies on a country-by-country basis.

Although Puma is the world's fourth largest sporting brand, it is relatively minor player in the U.S. It is Puma's first U.S. TV campaign in a decade. The campaign, which will air on MTV, includes 15-and 30-sec spots aimed at teens and Generation Xers. The ads include shots of the Cell cushioning "coming to life, as if in a petri dish," interspersed with a "sci-fi chase scene with "Bionic Man" type images."

Copyright December 1996, Crain Communications Inc.

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