PUMA enlists Aussie sports stars in latest pack campaign via Bursty and Havas

Puma Phenomenal Campaign - Josh Addo-Carr and Isabelle Maree

“Some of the region’s most dynamic and engaging athletes both on and off the pitch.”

Global sports brand PUMA has launched its latest football boots as part of the 2024 Phenomenal Pack with a campaign featuring prominent athletes from AFL, AFLW, NRL, and NRLW. The creative for the campaign is tailored by market through use of key talent that resonate specifically for its target region.

The roster of high profile athletes includes Jordan De Goey, Mon Conti, Isabelle Kelly, Nicho Hynes, Cam Munster, first-year sensation Harley Reid, Josh Addo-Carr, Keeley Davis, Tiana Penitani, Em Bates, Anne Hatchard, Sabrina Frederick, Charnze Nicoll-Klokstad, Niall Williams-Guthrie, Jack Steele, and Harry McKay.

The campaign for Puma’s 2024 Phenomenal Pack, featuring the next-generation FUTURE, ULTRA and KING football boots, was created in collaboration with creative agency Bursty and media agency Havas, and will be rolled out across out-of-home (OOH), social media, digital, retail, and e-commerce.

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the new ULTRA, FUTURE and KING, further aims to engage football enthusiasts across Australia and New Zealand in anticipation of the upcoming 2024 season in both codes.

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Neysa Goh, senior head of Marketing at PUMA, said: “PUMA have strategically built and grown our local market presence through representing some of the region’s most dynamic and engaging athletes both on and off the pitch.

“Building on the success of last year’s campaign, we have a continued focus to further leverage our key athletes in a targeted manner with creative varying state by state and across codes.”

PUMA, in the second year of its strategic partnership with Rebel Sport, lists it has experienced year-on-year success, expanding its product availability to 160 stores nationwide.

See also: Suncorp, Telstra & Rebel named in shEqual’s 2023 top picks for gender equality in advertising

Top Image: Josh Addo-Carr and Isabelle Maree

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