PUMA Global Brand Campaign

Strategy
Branding
Content and Campaign
Experiential
Digital
Entertainment
Sports, Media, and Entertainment

PUMA entrusted MATTE with creating its first global campaign in 10 years, to reintroduce its tagline Forever. Faster. The campaign also marks the 2024 Year of Sport—a milestone year featuring the Copa Cup, Euro Cup and the Summer Olympics.

To win the Year of Sport, we first redefined Forever. Faster., adding new layers of meaning to the claim. From there, we created a fully integrated, global campaign which amplified its meaning across PUMA’s entire brand ecosystem.

Client

PUMA

Year

2024

Fast Has always Been Puma’s Vantage Point.

Unlocking A New Perspective

Sports psychology and modern culture revealed fast unlocks a new perspective. For the fastest, the game moves slower, the playing field looks bigger, next plays are anticipated, and moments for victory are created.

Speed is A Mindset. Speed is not about how fast you can run, but how fast you can think.

USAIN BOLT

It’s A Superpower

‘Seeing the game different’ is a kind of superpower. For athletes, PUMA unlocks a faster perspective of the game that reveals new dimensions of athlete performance. “See The Game Like We Do” is an invitation for fans to see the game like Puma athletes, and win in a way only the fastest can.

SEE THE GAME LIKE WE DO.
FOREVER. FASTER.

Winning 2024: The Year of Sport

MATTE developed a fully integrated campaign that brought Puma’s distinct vision of the game to life across TV, OOH, social, retail, and e-commerce.
The global campaign will continue to unfold and evolve across Copa Cup, Euro Cup, and the Summer Olympics, with each milestone moment on the calendar adapting to regional markets, sports, teams, and athletes.

A brand world of new dimensions.

PUMA GLOBAL CAMPAIGN

2024

The Game Seen Through The Eyes Of The Fastest

Transcendent athleticism, where the surreal is reality. “See The Game Like We Do” campaign content romanticizes and celebrates a vast spectrum of athletic disciplines, all of which are explored through PUMA’s distinct vantage point of ‘Fast’.

This campaign had all the ingredients of the spectacular. I wanted to transform athletes into titans, while instilling enough realism to make them feel human.

Leigh Powis, Director

PUMA IS THE RED PILL, THE SPIDER BITE THAT UNLOCKS TRANSCENDENT PERFORMANCE.

PUMA GLOBAL CAMPAIGN

2024

Creating portals to championship moments

Imagery transports viewers directly into the heat of the moment: screaming past defenders, soaring far beyond the world record and striking the game winning goal.

A bespoke lenticular effect provides a visual through-line, making the campaign both striking and recognizable in OOH and digital applications. Because the Year of Sport has myriad individual moments, the campaign was designed with versatility in mind. Every image is an invitation to: See the Game Like We Do.

Design System

MATTE developed a custom visual identity system, centered around an effect dubbed “Lenticular Lens.” The force-field-like effect brings the campaign messaging to life, creating an abstract representation of how PUMA athletes see the game differently from the opposition.

Also developed was a comprehensive design system guidebook, ensuring worldwide cohesion across the many teams of PUMA global. This campaign was carefully conceptualized to integrate into the existing PUMA visual world while also standing out as an impactful and memorable brand moment, living across digital, film, out-of-home and more.

The Game Through a Different Lens

Extending beyond the core campaign is a world of spin-offs and brand new opportunities for envisioning how everyone sees the game in unique ways. Inspired by the otherworldly abilities of iconic comic book characters and narratives, MATTE has laid the groundwork for these concepts to exist and grow across social, digital and more. From realist treatments to otherworldly executions, PUMA’s social teams have already begun to take Forever. Faster. in new directions.

10 shoots in 8 cities across 5 countries

124 films and 98 key visuals featuring 14 athletes

1 global campaign

  • MATTE Partner

    MAX POLLACK

  • Group Client Director

    Shreena Shah

  • Client Director

    Vlad Omazic

  • Client Supervisor

    Carter Adams

  • Project Manager

    Dylan Valdivia

  • Executive Creative Director

    TOM LEE

  • Associate Creative Director

    Ariel Panigel

  • Art Director

    Lewy Westhoff

  • Associate Creative Director

    Caleb Ekeroth

  • Designer

    Ross Arcuri

    Natália Beatriz Barreira

    Isabella Jaramillo

  • Design Fellow

    Salvo Behar

  • Copywriter

    Andy Burroughs

  • Strategy Director

    Zachary Sniderman

  • Senior Strategist

    Breonna Ruffin

  • Social Media Strategist

    Makena Mambo

  • Music Supervisor

    Eugene Young

  • Senior Director of Production

    River Myers

  • Director of Production/Executive Producer

    Spencer Thompson

  • Executive Producer

    Megan Doyle

    Stephen Holtzhauser

  • Director - Campaign

    Leigh Powis

  • Director - Spinoffs

    Ryan Chun

  • DP - Campaign

    Charlie Owens

  • DP - Spinoffs

    João de Botelho

  • Photographer

    Benjamin Lennox

  • Photo Asst

    Antonio Perrone

  • Production Company

    ProdCo

  • Production Services - Manchester

    Sugar Free TV

  • Production Services - Milan

    Some of Us

  • Production Services - Barcelona

    Blur Films

  • Production Services - Brazil

    GreenGo Films

  • Production Services - Madrid & London

    Falca

  • Sports Choreography

    Ryan Lee

  • Sports Choreography Asst

    Dan Edwards

  • Athlete Casting

    PLAYMAKER

  • Photo Post Production

    Upper Studio

  • Stills Scene Artist

    Ross Arcuri

  • Post Production Services By

    FINISH

  • Senior Director of Post Production

    Michael Czeizinger

  • Post Production Supervisor

    Kathy Collins

    Daniel Byrne

  • Post Production Manager

    Caroline Fortuna

  • Assistant Editor

    Atreyu Holm

  • Video Editor

    Mike Bertin

    Stephen Gemmiti

    Chris Shimojima

  • VFX Services

    RFX

  • Animator

    Caleb Ekeroth

    Kim Ho

  • Sound Design

    Jeremy Wallace Maclean

  • Sound Mix

    Miles Felix

  • Colorist

    Daniel de Vue

    Alexia Salingaros

  • Color Pickups

    Nick Lareau

  • Executive Creative Director, Experiential

    Michael Yu

Press