Puma’s continuing its “brand elevation” journey with a new creative agency and marketing strategy planned for spring 2025.

Newly-appointed Adam&eveDDB is being tasked “to establish… Puma as a leading sports performance brand” underpinning its position “at the forefront of innovation, partnering with the world’s fastest athletes, iconic clubs, and legendary federations to push the boundaries of performance”.

And the journey “to shape the next chapter of its unique journey” will be spearheaded by Puma’s senior director of Global Brand Strategy and Communications Julie Legrand.

Legrand, who joined in February and was previously Global Brand Director of H&M, has so far “dedicated 2024 to refining Puma’s brand DNA and architecture, crafting a distinct and bold position in the market”.

Now working with London-based Adam&eveDDB, the aim is to “delve into our DNA and to develop a brand campaign for 2025 that brings to life our new global brand strategy. With their emotionally charged creativity we can build deeper, more meaningful connections with our consumer.”

And to give a hint of the campaign’s direction, it added: “Over the last few years sports culture has moved from a narrow focus on winning – sweat, grit and struggle against the odds – to a more authentic and human space”.

Richard Teyssier, Puma VP Brand & Marketing, added: “Puma is the home to some the best athletes, teams and ambassadors in the world and we have a clear ambition to position [us] as a leading sport performance brand. We aim to be at the forefront of innovation and trends, not only on our products but especially when it comes to the brand and marketing. 

“With Adam&eveDDB, we found a partner capable of helping us build an emotional connection with our consumers, while unifying the… brand under a single global strategy across our extensive sports portfolio.”