Puma is launching its first consumer press campaign for a decade to take
advantage of the increasingly fashion-conscious sports shoe market.
The series of six ads, created by K Advertising, aims to stand out from
the competition by using illustrations rather than the more typical
The first execution shows a trail of shoe imprints on the road which
spell out: ‘Keep going. You’ll make it. Keep going...’ stretching into
the distance. The copyline underneath reads: ‘Puma Trinomic - with added
The second ad shows rocky terrain covered by a trail of footprints and
the headline: ‘Padded cells for well-balanced people.’ This highlights
the Trinomic system of cell technology in Puma soles that ensures
cushioning over uneven surfaces.
The campaign will run between April and September in men’s style and
general-interest magazines, including GQ, Arena, Loaded and Esquire. Ads
will also appear in the specialist press.
The campaign was written by the K Advertising copywriter, Paul Domenet,
and the art director, Kevin Jones. The illustrator was Garry West.
The consumer magazine campaign follows on from last year’s television
ads, that included ‘passion’, which showed a young woman arguing with
her boyfriend over his football obsession. ‘Passion’ is set to run
nationally again later in the year.
Hamish Pringle, K Advertising’s chairman and chief executive, said: ‘It
made sense for Puma to make a move into the booming men’s style press at
this stage because the overall sports shoe market is becoming
increasingly fashionable. Puma’s new work stands out as original and
eye-catching in a crowded pack.’