Puma perceptions up after ‘prioritising’ brand health over short-term sales
Puma has pledged to reinvest “freed-up” resources from its efficiency programme into brand and product to complement its brand elevation strategy.
Puma claims brand perceptions have improved following “significant” progress with its brand elevation strategy, including the launch of its first global campaign in a decade.
The sportswear giant claims the 2024 campaign, ‘See the Game Like We Do’, helped strengthen its connection with consumers and boost brand visibility, increasing brand awareness and consideration.
Reporting its 2024 full year results today (12 March), the company has also seen a rise in unaided brand awareness, particularly in the US, since the campaign’s April launch and following major events such as the Olympic Games and Euro 2024.
