Puma appoints Adam & Eve/DDB to global creative account

Puma has picked Adam & Eve/DDB to take on its global creative account following a competitive pitch. 

Adam & Eve/DDB will create a new brand marketing strategy in 2025.

The appointment follows the arrival of Julie Legrand, who joined as senior director of global brand strategy and communications in January.

Legrand joined from H&M, where she was global brand director. Prior to this, she also spent 15 years at Procter & Gamble, most recently as head of marketing and brand operations, P&G Nordics. 

She said: “Part of my mission when joining the Puma team early this year was to oversee and further elevate the Puma brand in the minds of consumers. 

“I am delighted to be working with Adam & Eve/DDB to delve into our DNA and to develop a brand campaign for 2025 that brings to life our new global brand strategy. With their emotionally charged creativity we can build deeper, more meaningful connections with our consumer.”

The shop’s first global brand campaign for Puma will launch in spring 2025. The Puma account will be led by teams from Adam & Eve/DDB’s London and Berlin offices.

Richard Teyssier, Puma vice-president brand and marketing, added: “Puma is the home to some of the best athletes, teams and ambassadors in the world and we have a clear ambition to position Puma as a leading sport performance brand. 

“We aim to be at the forefront of innovation and trends, not only on our products but especially when it comes to the brand and marketing. With Adam & Eve/DDB, we found a partner capable of helping us build an emotional connection with our consumers, while unifying the Puma brand under a single global strategy across our extensive sports portfolio.”

The sports brand has previously worked with The Elephant Room, which created “Here. We can be" in 2022, a 30-second film celebrating women and young people.

More recently, Puma and MSL released "Voices of a re:generation", showcasing its sustainability credentials through a series of films shot at its supplier factories in Bangladesh, Vietnam and Turkey.

Miranda Hipwell, chief executive of Adam & Eve/DDB, said: “Communicating all that Puma has to offer is a gift. Our teams in London and Berlin are immersed in all the feelings that get people moving; we can’t wait to tell the brand’s unique story, which has been so brilliantly distilled by Julie and the team.”