PUMA 100 Meter Shop
PUMA Lifestyle
Issue 27 | July 2013
Agency
Droga5
Creative Team
CREATIVE CHAIRMAN: DAVID DROGA EXECUTIVE CREATIVE DIRECTORS: TED ROYER / NIK STUDZINSKI ASSOCIATE CREATIVE DIRECTOR: ROXANA ZEGAN ART DIRECTORS: JONAS AHLEN/KATHRIN LASER COPYWRITER: JOHAN GERDIN
Production Team
HEAD OF INTEGRATED PRODUCTION: SALLY-ANN DALE EXECUTIVE PRODUCER: LINDSEY SLABY SENIOR PRODUCER: AMBER WIMMER
Other Credits
STRATEGIST: ANA ANDJELIC ACCOUNT DIRECTOR: LESLIE KRETZ
Date
July 27, 2012
Background
The brief was to introduce Cedella Marley’s new Jamaican-inspired collection for PUMA, in time for the London Olympics. The goal was to attract a fashion-forward crowd to purchase the clothes.
Idea
To tackle the brief, PUMA turned to Tumblr, the place where fashion drives conversation. Through August, the brand sold the collection from the PUMA 100 Meter Shop, a site that actually measured 100 meters from start to finish. The site paired the collection with interviews of local Jamaicans living in London, street-style finds and posts from PUMA events. Setting up an online pop-up shop instead of driving to PUMA.com enabled a pairing of the collection with information that people naturally share online (especially on Tumblr). Shareable content helped more people discover the site and collection.
Results
According to Tumblr’s own data, top posts from The 100 Meter Shop generated 22+ million impressions. (This number is based on the amount of times certain posts were shared.) To put this in perspective, with brands fighting for fans’ attention around the track, this number equaled 275 Olympic stadiums. In total, PUMA made 438 posts over the course of four weeks, and each post was shared approximately 6,000 times. The fan base grew steadily during this time.