Puma

Puma tapped Berk as it’s agency of record to relaunch its overall presence in North America, including relaunching its Hoops and Run/Train divisions. A global brand with decades of sports history and iconic silhouettes needed a boost across a vast set of today’s consumers. Five years in, this growth shows no signs of slowing down.

A marquee year celebrating 75 years since its founding, PUMA stayed at the forefront culture in 2023. From collaborative product launches with leading entertainers, signature franchises with some of the biggest names in sports, to partnerships that further exemplify PUMA’s rich history, PUMA’s presence across sports, lifestyle and culture was highlighted this year more than ever.

The PR team’s efforts in North America mirrored this significant momentum with stronger than ever earned coverage results. This included significant year over year growth with coverage across key platforms, media outlet’s and priority business category.

Through exclusive media events, a stacked roster of relevant athletes, and an always on PR approach to storytelling and engaging content, PUMA has become one of the top brands in basketball just five years since its relaunch. 2023 was the brand’s biggest year yet with a 52% YOY increase in number of Hoops editorial placements. PUMA’s long standing history in Motorsport was front and center  in 2023 as the brand became synonymous with the inaugural Las Vegas Grand Prix. Through highly anticipated events and other impactful activations, PUMA became the most talked about brand at LVGP. Complex was hosted as one of the exclusive media partners on behalf of the brand, leading to 45+ editorial and social placements, and an interview with A$AP Rocky (positively) going viral for added visibility.

• 64% increase in earned media social placements 2023 vs 2022
• 41% increase in editorial placements on key Classics franchise in 2023 vs 2022
• 82% increase in number of in-depth and meaningful editorial hits on pre-determined Tier 1 Women’s List