PUMA Hoops unveils groundbreaking global campaign

Recently on Under the Laces, we've been highlighting the remarkable ascent of PUMA Hoops, from their innovative on-court models to the high-profile basketball stars joining their ranks, including the recent signing of Indiana Pacers All-Star point guard Tyrese Haliburton.

PUMA is redefining the landscape of basketball with their renewed commitment to the sport

The heritage of PUMA Basketball traces back to 1973, a time when it began to celebrate some of the most illustrious figures in the sport's history while pioneering advanced performance footwear. The legendary Clyde model exemplified this commitment, delivering unparalleled sporting excellence and contributing to numerous iconic victories. After a thoughtful hiatus, PUMA re-entered the basketball scene in 2018, seamlessly blending athletic performance with cultural relevance. This resurgence introduced a new generation of PUMA basketball athletes, recognized not only for their skills on the court but also for their distinctive personal styles off the court.

Continuing to elevate the game, PUMA remains at the forefront of innovation, utilizing state-of-the-art technology and launching groundbreaking product designs. The brand has also fostered a dynamic network of creative collaborators in the industry while expanding its roster of talented athletes. Through these efforts, PUMA Basketball is dedicated to pushing the boundaries of the sport and inspiring the next wave of basketball excellence.

Max Staiger, Global Head of PUMA Basketball, articulated the PUMA Hoops philosophy and mission statement in an official news release, stating:

"Since the start we’ve always tried to tell the story of basketball through the lens of the player, seeing the game the way they do, both on the court and off the court. This approach has allowed us to connect those unique viewpoints with disruptive product and storytelling - impactful to anyone around the game... This Campaign, for the first time, brings together our complete narrative showcasing how Stewie, Melo, Flau’Jae, Scoot, and Tyrese embody the PUMA Hoops’ disruptive and inclusive spirit."

- Max Staiger

PUMA Hoops continues to experience remarkable success with the launch of its newly-launched global campaign, "FOREVER. FASTER - See The Game Like We Do." This initiative highlights the brand's roster of emerging talents and established icons while inviting audiences to engage with the game from PUMA's unique perspective.

Richard Teyssier, Vice President of Brand and Marketing at PUMA, emphasized the significance of the groundbreaking brand campaign in the same previously mentioned news release, stating:

"This campaign is a message to the world that PUMA is doubling down on hoops... The campaign showcases the tenacious spirit we have for the game and the investment we are willing to make to show up as a powerhouse and continue carving our legacy. This dedicated campaign will continue to thread our message across the business and amplify our holistic vision for the brand."

- Richard Teyssier

The 2024 Hoops campaign centers on the theme of perceiving the game from a fresh perspective, inviting everyone to experience basketball through the lens of PUMA Hoops: with unwavering determination to win, a flair for showcasing talent, and an enthusiasm for the sheer joy of competition. This campaign prominently features PUMA Hoops athletes, including Breanna Stewart, Flau’jae Johnson, Scoot Henderson, LaMelo Ball, and their latest signing, Tyrese Haliburton. Each player brings a distinct viewpoint to the sport, contributing their individual narratives, personal entourages, and unique playing styles. Collectively, they embody the essence of the brand's mantra, FOREVER. FASTER.

Through this campaign, PUMA not only emphasizes the strengths of its athletes but also highlights the diverse influences and backgrounds that shape their approaches to the game. By showcasing this rich tapestry of talent and individuality, PUMA Hoops aims to inspire fans and players alike to embrace their own unique perspectives and celebrate the beauty of basketball.