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From fashion-led to tribe-inspired

Challenge

How do we reignite growth in our women’s business?

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Context

The outsize nature of its celebrity partners had to some extent defined the PUMA Women brand. As those relationships ended, the brand needed to rediscover who it was, and who it was for - beyond its famous partners.

The PUMA Women team needed a more ownable, more inspiring definition of its audience. It needed to be built around a clearly-defined mindset, not a narrow demographic. The right approach would act as spark and filter for product, communications and future celebrity partners.

Together, we set out to define a new consumer segmentation. Through this work we:

  • Mapped the market
  • Identified who we're for
  • Redefined our target persona

We then created a strategy to reach her, connecting our product, marketing, and retail approach.

Action

We designed, managed, and facilitated a multifaceted global research approach including quantitative, digital and 1-1 interviews with women, to understand their situation, needs, and to develop a new strategy for PUMA to reach them.

We surveyed over 6000 women to define a target segment. We then spoke to to 90 PUMA women across 4 countries.

We used quantitative analysis to identify priority consumer segments that defined the market opportunity and target for the global Women’s business based on a variety of criteria, e.g. sports apparel needs & moments, fashion / sports apparel attitudes and buying behavior.

Once we defined the priority segment for PUMA, we conducted digital diary studies to get a qualitative view into their day-to-day habits, needs, and motivations around athleisure, exercising and shopping

We then conducted individual ethnographies with selected participants from the digital diaries research. This stage allowed us to dive deeper into their lives and to gain more insight into the themes we identified.

Through this work, we reached a new definition of the PUMA woman: a positive, social and stylish segment that led to a unique positioning from competitors who celebrate struggle, sacrifice and winning at all costs.

From this new audience definition, we built a and activated a strategy to reach her  through the lens of product, partnerships, marketing and communications.

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Impact

In 2020, PUMA brought the new approach to life. It led to a new way of thinking about women across the organization from product design, to marketing, communications and partnerships - globally.


Partnerships
Signed Dua Lipa as the new face of the women’s business based on shared brand values

Announced the Puma Running Spark Change Fund, which supports charities geared toward establishing greater gender equity in the sport of running.

Design
Design teams shifted to create shoes that are better modeled to female feet for running and soccer

Communications
Launched the "She Moves Us" campaign focused on inspiring women through a partnership with Women Win, a global women’s fund which uses sport to advance gender equality.

Work

See more examples of how we’ve helped to transform our clients.

Case Studies