The brief was to differentiate PUMA’s sports lifestyle brand in an ultra-competitive market by bringing back the joy. So we sponsored the largest group of unsponsored athletes out there: the After Hours Athletes. PUMA Social reminds us that we are all athletes, even if the only time we run is to catch a cab home. We know it’s just as difficult to stay out till 6am, as it is to get up at 6am.
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