Puma gears up in preparation for the 2012 London Olympics

Creative agency Droga5 and media agency partner ZenithOptimedia have come up with an integrated global campaign including retail, digital and social media starting from late May until mid August, encompassing the London Olympics and Euro Cup 2012, with the creative theme that whatever your line of sport is, 'Everyone can Usain Bolt'.

As part of the marketing campaign, Puma launched its new cross-category footwear collection, evospeed globally on 22 May. In Asia-Pacific the marketing push will be in retail across all countries.

In the TVC, Puma's top athletes, including Ferrari F1 Racing Team's Fernando Alonso, Manchester City/Argentina National Team's Sergio Aguerro, and PGA Tour Wells Fargo Winner Rickie Fowler, are seen in harnesses running on a super-sized threadmill, while Bolt, who also endorses Nissan in another global campaign launched this week, controls the speed of the machine.

Puma has partned with fashion designer Cedella Marley, the eldest daughter of music legend Bob Marley, to design a new team uniform for the Jamaican Team in the London games. The team, together with Bolt, presented the new collection on a catwalk in London on 1 June.

"Cedella, the Marley family and their fun and laid back Jamaican nature are a perfect fit for the Puma brand", said Franz Koch, the brand's CEO. "Cedella's vibrant style and unique design will bring an authenticity to the Olympic Puma collection for the entire world to see in London 2012, boosting the visibility of our brand significantly."

On the social media front, creative agency Pixelmagic has created a facebook app called the Puma social dream team app. Available in Singapore, Malaysia, Australia, the Philippines and Taiwan, it lets users come up with their own social infographic based on the social activities they have logged in the past three months. 

The app is part of the Spring-Summer 2012 Puma social campaign that celebrates 'Teammates', as the brand believes that every great night out is made possible by teammates and every mate plays a different role that bonds the team and makes them unique.