PUMA sets out to own the night in the 2012 ‘PUMA Social’ campaign

PUMA Social, known for empowering late night After-Hours-Athletes throughout the world, is launching their 2012 film.The film, created by the Droga5 agency and directed by Fredrik Bond, captures and shares the spirit of fun, energetic late night activities and competitive bar-sport warriors. From darts and shuffle board to ping pong and late-night eating, the film inspires the millennial generation to break free of the confines of reality TV, fame hunters and prima donnas and challenges them to create their own stories with friends and teammates. The film sets out to spread the PUMA Social philosophy – that life deserves to be played and enjoyed with others, that channel surfing is not a sport and sunrise is the only elimination ceremony.

While PUMA Social campaigns in the past have paid homage to the After Hours Athletes and celebrated the concept of teammates, the 2012 campaign evolves by giving a nod to the teammates different archetype’s within a social context – the team mom, the close talker, the friend who is up-for-anything, the unexpected pro who wins the game at the last minute, and the team captain, the one who brings everyone together. PUMA wants to celebrate the roles teammates play, by capturing the intimate, true and authentic moments when your friends really do come together to own the night.
“It takes a lot of humility for a sports company to celebrate something as insane as an After Hours Athlete but since PUMA is a sportlifestyle brand it gives us the liberty to mix things up a little bit,” said Antonio Bertone, Chief Marketing generated at BeQRious.com

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Officer PUMA SE. “Part of what we try to do from a marketing standpoint is to show our consumers people they can relate to and see a little bit of themselves in. So what’s fun about the archetypes is that we are drilling down into stereotypes that may seem familiar to ones own social network.”
The short film features apparel, footwear and accessories from the Spring Summer and Autumn Winter 2012 PUMA Social collection, which creates the uniform of the After Hours Athlete. Just as PUMA will sponsor professional athletes during this year’s Summer Olympic games, PUMA Social wants to be the sponsor of those obscure, bizarre and after- hours games that bond friends and create “remember that night...” moments.

The short film can be seen on –
http://www.puma.com/social