In a groundbreaking shift, PUMA Southeast Asia is turning the running world on its head with its latest campaign in Southeast Asia.
Gone are the days of idolising elite athletes and podium finishes.
Instead, PUMA is shining the spotlight on an unexpected group.
Who, you ask? Keep reading to find out!
From Zero to Hero: PUMA’s Love Letter to Average Joes
PUMA SEA’s first-ever running commercial, aptly titled “See the run like we do,” is not your typical sports ad.
Instead of showcasing chiselled physiques and record-breaking speeds, this campaign celebrates the unsung heroes of the running world: everyday runners like you and me.
Eleanor Wang, Marketing Director at PUMA Southeast Asia, explains the radical shift: “We created this short video to resonate with everyday runners, not just the elite. At PUMA, we believe running is for everyone.”
Sweat, Struggle, and Celebration: The New Face of Running
The campaign coincides with the launch of the new Deviate NITRO 3 and aims to redefine what it means to be a runner.
PUMA’s message is clear:
Your running quirks? Embrace them.
Your pace? It doesn’t matter.
Your outfit? Who cares!
This refreshing approach acknowledges that everyday runners might not break records, know the right breathing techniques, or even dress “right.”
And you know what? That’s perfectly OK.
Southeast Asia’s Running Revolution: Challenges and Triumphs
Post-COVID, running has surged in popularity across Southeast Asia.
However, runners in the region face unique challenges:
Extreme humidity
Lack of established running culture
Limited community support
PUMA isn’t just talking the talk; they’re running the run.
The brand is launching local initiatives like the PUMA NITRO Run Club across Malaysia, Singapore, Indonesia, Thailand, and the Philippines to foster a sense of community and support runners of all levels.
PUMA’s Grand Slam: Sunway Pyramid Flagship Store
As if revolutionising running wasn’t enough, PUMA has also unveiled its largest Southeast Asian flagship store at the Sunway Pyramid in Malaysia.
But here’s the kicker: it’s not just a store; it’s a running track!
Enter the PUMAthon – a month-long charity initiative where customers can run 100 meters in-store.
For every completed run, PUMA donates RM10 to Care2Run, a non-profit supporting differently-abled youth through sports programmes.
Steven Tan, Country Manager for PUMA Malaysia, sums it up perfectly: “Each run adds to our collective contribution, highlighting the impact of coming together for a common cause.”
The Future of Running: Forever Bersama, Forever Faste
PUMA’s bold move signals a new era in sports marketing.
By celebrating the everyday runner and fostering community engagement, they’re not just selling shoes – they’re revolutionising the running experience.
So, lace up those shoes, embrace your quirks, and join the running revolution.
After all, in PUMA’s eyes, we’re all elite athletes in our own way.
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