Puma seeks to celebrate individuality with Worn My Way lifestyle campaign
Puma has launched a major brand proposition using the strapline 'Worn My Way', urging consumers to "capture their individuality".
The sportswear brand unveiled the lifestyle campaign today, with a new microsite, www.wornmyway.com, and social media activity featuring the hashtag #WornMyWay.
Urban music acts including Professor Green, Jamal Edwards and Mischa B, will appear throughout the campaign. Behind-the-scenes footage has also been uploaded to a new, dedicated YouTube channel (see below).
Consumers will be encouraged to share their images responding to the question, "What does it mean to be yourself?", with the three best responses winning prizes such as limited edition Puma T-shirts.
Puma will also showcase the new brand campaign through experiential activity through sports and music event RugbyRocks, which takes place in London on 1 and 2 June, Edinburgh on 22 June and Yorkshire on 26 May.
The brand will host a 'Worn My Way' marquee featuring live DJs, a pop-up shop, and a photography area for people to capture their images for projection on a giant outdoor screen.
Other brands set to host activity at RugbyRocks include Nando's and Pimms.
This article was first published on marketingmagazine.co.uk
- Strategic Research Consultant Rare Selection £35 - £45K + 20% bonus, London (Central), London (Greater)
- Senior Brand Strategist / Senior Brand Planner Rare Selection Up to £75K + benefits, including pension, London (Central), London (Greater)
- Senior Brand Consultant Rare Selection Up to £48500 + non contributory pension + additional benefits, Surrey
- Senior Brand Strategist / Planning Director Rare Selection Up to £65000 + excellent benefits, including pension and bonus, London (Central), London (Greater)
- Account Director Creative Integrated Agency London Twist Recruitment £40000.00 - £55000.00 per annum + Benefits, North London
- Tesco Clubcard uses Twitter to pick out Christmas gift ideas
- Samsung launches first Christmas TV campaign in the UK
- O2 launches 'walk' campaign with Ed Sheeran
- BBH London promotes Caroline Pay to deputy ECD
- ASA bans 'strongly sexual' Giffgaff ad
- Hammerson uses automated mechanical model to showcase Christmas gifts