Has Puma’s brand bet paid off with Gen Z?
Puma’s increased its marketing investment and focused on elevating its brand in order to reach a younger consumer. How successful has it been one year later?
Puma has been on a mission to win over Gen Z, particularly within its sports division, as sportswear brands compete to stay relevant with the next generation of consumers.
Similar to other legacy brands, Puma has had to adapt its strategy against the backdrop of an increasingly competitive sportswear sector, one that has been disrupted by challenger brands, such as Hoka.
As part of this goal, the brand launched its first global brand campaign in a decade, ‘Forever. Faster. See The Game Like We Do’ in April last year. It set out to boost its performance positioning ahead of what was a big year for sport, which included the Paris Olympics, Euro 2024 and Copa América.
