Puma After Hours Campaign

Puma have launched their new campaign entitled "The after hours athlete." The campaign takes the interesting stance of promoting sports after dark. Puma have understood that the day time athlete market has too much strong competition. So they have taken sports to another level by promoting the after hours activities that people take part in. Instead of going for the over achievers they have targeted the regular guy archetype. The campaign does not push consumers to compete or to push themselves within sport, the adverts are saying have fun and relax with friends. The emphasis is on humor and enjoyment rather than being a 'winner' like Puma's competitors focus on. By doing so Puma have very cleverly opened up another segment of market to target.