The night has always been for sport. Maybe not traditional athletics… but anything will do and given that Puma are pretty bad situated when it comes to become official sports sponsors (unlike Adidas or Nike who have the monopoly on pretty much any sport or competition u can imagine), well… they have alternatives….
“Puma Social” is the integrated campaign that honors the “the After Hours Athlete”. Ping-pong, foosball, darts, karaoke (is this a sport?)… future olympic sports? Who knows… maybe the day Puma becomes an official Olympic sponsor…. but in any case a great campaign by Droga5, New York directed by Ringan Ledwidge.
“You are the champion of late night games. You are the sportsman who battles not only his opponents, but also his blood alcohol level. You are the master of the bank shot on a warped foosball table. You realize that sometimes victory is achieved in not the best score but the best nickname. You understand that playing sports can actually involve playing.
So let others have their 5AM run, we’ll take the 5AM cab. Let others put on their polyester uniforms with rabid animals on their chests, while we’re looking good playing our sports in Suedes and track jackets.
This is PUMA Social. Open all hours and serving all players with a side of smack talk and a few strips of bacon”.
In a similar way to Spots vs Stripes campaign Puma goes farther beyond than a mere website & a viral video by trying to actually engage people around their lifestyle and opening a “Social club” by the NY Seaport Museum in Beekman Street.