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01 June 2012, 00:32   Report Abuse

Dhaval Patel


[ Scorecard : 7158]

PUMA brings fun and irreverence to the sports sphere once again with the launch of ‘PUMA Social,’ a campaign bringing together after-hours athletes from around the world. With this campaign, SportLifestyle brand PUMA takes the next step in bringing the party to the playing field. 



The PUMA Social range of clothing symbolises how PUMA fuses Sport with lifestyle into everyday life.Every four years the world comes together to celebrate the Olympics games. PUMA set out to celebrate the lesser-known games played among friends and the amateur athletes who rarely make the headlines. The PUMA Social campaign and the collection of footwear, apparel and accessories is about paying homage to the obscure, bizarre and after-hours games that every group of friends makes up at one point or another.



To complement the popular in-market program, PUMA has announced a mobile extension with the launch of the PUMA Social Cards Mobile Application for iOS devices. Showcasing the distinctive characters that make up the universe of late night revelers, the PUMA Social Cards app comes loaded with pre-designed and/or customized archetype templates, encouraging After Hours Athletes to unite in celebration of late night and after-hours fun.   



The digital deck captures the spirit of social stereotypes, playful party superstars and bar-sport warriors, allowing users to label their friends in the best way possible.  At its core, the app is meant to embody the PUMA brand’s philosophy that life deserves to be played and enjoyed with teammates near and far.  



Whether on the field or in the bar, everyone has a position to play.  The starting line-up  includes The Comic Relief, The Early Exiter, The Bad Dancer, and The Up for Anything players. The team is made up of the types of people seen on global fields of play regardless of city, state or country.    Leading the charge is The Team Captain, the ultimate late night athlete who brings everyone together, and stays till the bitter end to ensure teammates are getting in on the action and having a good time.



After taking a digital image of their friends and labeling them in the role they are playing that night, users can then share their shots via as well as their own social platforms such as Facebook.  The images are housed on the PUMA Social page, allowing ‘After Hours Athletes’ across the globe to view and filter through photos via location, region, or time – a true global team of PUMA Social celebrants.

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