PUMA Global Brand Campaign
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.
Play Video
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