Global sports leader PUMA has partnered with creative agency adam&eveDDB to unveil an innovative brand marketing strategy set to launch in 2025. The goal: position PUMA as a top-tier sports performance brand while deepening its emotional connection with consumers.
Founded in 1948, PUMA has spent 75 years driving innovation and partnering with world-class athletes and teams. Recent years have seen a shift in sports culture towards a more human and authentic narrative, moving beyond the traditional focus on winning.
Julie Legrand, PUMA’s senior director of global brand strategy and communications, is leading this evolution. With prior roles at H&M and Procter & Gamble, she has focused on refining PUMA’s identity to create a bold and cohesive market presence. “adam&eveDDB’s creativity will help us craft a brand campaign that resonates emotionally with consumers,” Legrand said.
PUMA’s vice president of brand and marketing, Richard Teyssier, added, “Our partnership with adam&eveDDB allows us to unify the PUMA brand under a single global strategy while showcasing our leadership in sports performance.”
The first global campaign from adam&eveDDB, which emphasizes emotion-driven storytelling, will launch in spring 2025, spearheaded by teams in London and Berlin.