• Amid other sporting goods behemoths, PUMA for years lacked a credible role within culture, due to its lack of a clear vision and identity. To give the company its own brand relevance rather than trying to overtake the space that other big names already dominated, Droga5 helped PUMA create a new category of social sports by launching PUMA Social. The launch TV spot, After Hours Athlete, and subsequent PUMA Social initiatives succeeded in creating an entirely new category. As a result, PUMA saw increased sales, massive merchandising opportunities and the success of its highly engaging Social platform, all of which remain core to its lifestyle business.

  • PUMA Social 2012 and 2013

  • Life Scoreboard