aaamusic | On 26, Mar 2012

PUMA^® Social is set to yet another ground-breaking activity by launching their first short film. Created by the Droga5 agency and boosting Fredrik Bond as director, the short film captures the spirit of fun and late night activities of competitive bar-sport warriors.

The aim is to set the new generations to break free from reality TV, get rid of fame hunters and prima donnas and get them in control of their stories and adventures with their 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 elmination ceremony.

“Am I to be a wall of channel surfing and programmed petri dishes? A spew of reality stars?” the film asks, “filled with judges and contestants, everyone plotting, catch-phrasing, confessing and unraveling? Or, do you want me to be more…when life is played and not performed.”

PUMA Social goal is to ask After-Hours-Athletes what they want to be and to ditch fighting, backstabbing and liars and go back to their roots, enjoying their time with family and friends.

This year campaign focuses on teammates varied archetype’s within the social context, from the team mom, the close talker, friend, pro and team captain: PUMA wants to celebrate teammates play by capturing the intimacy within the tea,.

“It takes a lot of humilty for a sports company to celebrate something as insane as an After Hours Athete but since PUMA is a sportlifestyle brand it gives us the liberty to mix things up a little bit,“ said Antonio Bertone, Chief Marketing 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 familar 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 PUMA Social experience comes alive in various countries across the globe beginning in 2012, including Brazil, France, Italy, Russia, China, Japan, US and then culminating at the ultimate venue for athletes — the Olympics.  This summer, PUMA will open us the largest PUMA Social club, The PUMA Yard in East London during the Summer Olympic games.

 

The short film can be seen here and below:

 

PUMA is one of the world’s leading Sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit http://www.puma.com

Article sponsored by PUMA^® Social