Agency: Droga5 New York
The message - the joy of sport - is at the core of PUMA’s brand strategy. Droga5 unlocked a new lifestyle category that PUMA could rally behind and a group of overlooked athletes, named: the After Hours Athlete.
This type of athlete represents the majority of the population and integrates gaming, play, and friendly competition into their everyday lives, celebrating life as a sport.
This time around PUMA Social showcases this overlooked group for who they really are: athletes. PUMA Social’s Pump Up spot takes one of the most familiar sporting/military chants in the world and applies it to the After Hours Athlete—albeit with a Puma Social twist—adding homage to late night accomplishments, and treating Social athletes in a manner that puts them on par with other sports athletes.