PUMA Speedcat

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Summer 24/25 - Celebrating the revival of PUMA’s archival classic Speedcat, Pead received a brief tasking us to position the sneaker as the shoe of summer locally.

Our response leaned on two cultural moments that define the Kiwi summer season, Christmas followed by the busy festival season. We positioned Speedcat as the ultimate gifting option ahead of Christmas, before the second phase of this campaign saw Speedcat on the feet of our best creators both on and off the stage at musical moments.

Demonstrating Pead’s talent for authentically connecting brands with truly influential local artists and creatives.

The brief

Continuing the “hype” phase for PUMA’S Speedcat, Pead were briefed to develop a PR campaign that would continue to raise awareness and demand for the Speedcat by positioning it as “the shoe of summer”.

To truly position the Speedcat as a hero of the Kiwi summer, we considered what cultural moments we can activate during November through to December to develop a two-phase local content campaign:

Christmas gifting
Through November/December, we worked with a range of content creators to show how they’re styling the Speedcat ahead of Christmas to raise sales for both Christmas gifting and summer styling. This content was both educational and inspiring, showcasing visually why the Speedcat has been the sell-out shoe of 2024 and needs to be on your Christmas wishlist.

Summer festivals
Once the Christmas season is over, young kiwis are gearing up for the festival season. We identified a range of artists who were playing at festivals across the summer and creators who were attending/working at key festivals, having them wear Speedcat either on stage or while attending and sharing content following. By leveraging our relationships in the music space, we were able to get on the feet of significant artists.

This campaign was hugely successful, with media, creators and even other agencies recognising and complimenting our campaign, and PUMA positioning the content and approach as a world-class example of local content creation.

A woman in white satin outfit with large sunglasses and gold earrings, sitting in an elevator, with her right foot on the wall and her left hand behind her back. Puma
Close-up of a person's legs wearing black fishnet stockings and brown Puma sneakers with white accents, sitting on a blue chair.
Close-up of a person's black Puma sneakers with white logo, black socks, and black jeans, in an indoor setting with a chair and sofa in the background.
Musician singing and playing guitar on stage at a live concert in a large white tent, with drum set and stage equipment in the background.

The result

646k

Social media organic reach

$47.3k

Value of earned local content delivered

25

Pieces of local coverage

A man with curly hair, tattoos, sunglasses, and a pink hat biting onto a pair of black and white Puma sneakers.
Young woman with long dark hair smiling and crouching outdoors on grass, holding a phone, with blue sky and parked cars in the background. Puma
Person with a shaved head wearing sunglasses, a black sleeveless top, beige cargo shorts, and brown sneakers, balancing on one leg with the other leg lifted and bent, inside an elevator. Puma
A female performer singing into a microphone on stage during a live concert with a drummer playing behind her and stage lighting creating a colorful atmosphere. Puma
A young man walking across a parking lot with parking spaces marked by white lines, wearing a dark blazer, a white shirt, cropped gray pants, white socks, and black shoes, with a building and a sign in the background. Puma
A young man sitting on a white sofa with a brown jacket, gray pants, red sneakers, and black sunglasses, in a modern room with a large framed handwritten sign and a potted plant. Puma

Need a hand?

info@pead.co.nz

09 918 5555

Level 2
Imperial House
44 Queen Street
Auckland, 1010

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