The Big Push

Puma unveils global image campaign after a decade of media absence.

Puma is rolling out a global image campaign for its new Cell technology shoe, which the company says is the first sports shoe with foamless cushioning. The TV campaign has begun in the U.S. and will roll out in February or March in Germany, Austria, Switzerland, France, the U.K. and a number of Asian markets. Gyro Worldwide, Philadelphia, created the campaign. The advertising is Puma's first U.S. TV campaign in a decade.

The Big Push

Puma, the world's No. 4 sporting brand, has returned to U.S. TV after a decade's absence. The "retro-futuristic" spot from Gyro Worldwide, Philadelphia, supports Puma's touted Cell non-foam cushioning technology. Gyro enlisted acclaimed music video producers Jonathan Dayton and Valerie Faris to direct. The spot is airing on MTV, ESPN and in spot markets, as well as globally. Print launches early next year. Budget wasn't disclosed, but U.S. spending in 1995 was less than $1 million. Copywriter: Billy Ghoat. Art director: Ron Short.