Puma continues its ‘Do You Stories’ initiative in March, with a new commercial featuring basketball star basketball player Skylar Diggins-Smith and NYCB principal dancer and choreographer Lauren Lovette, timed to honour International Women’s Day.
Launched on 6 March, 48 hours ahead of the annual International Women’s Day (an event that dates back to 1909 and which commemorates the movement for women’s rights), the spot sees pro hoops star Diggins-Smith open up about her struggles and what she is doing to change the world around her by working with Boys and Girls Clubs of America to prevent bullying.
And it also features Lauren Lovette, the principal dancer and choreographer with the Ney Work City Ballet, narrate her personal battles and how she gives back to young girls through free dance lessons with Groove with Me.
The Puma #DoYouStories initiative, led by brand ambassador Cara Delevingne and hubbed online at, aims to encourage and support uncompromising and unapologetic women to take centre stage through a series of stories sharing their journeys and visions of the future – with the hope of inspiring others around the world to take action and share their own stories.
The Delevingne fronted episodic series has already included several previous films: including Episode 1 (which saw the model, actress and Puma endorser/influencer visits refugee camps with the UNHCR in Uganda),
Episode 2 (Delevingne writes poetry with the women from Get Lit, a program that works to increase literacy, empowerment, and self-expression through writing),
Episode 3 (Delevingne takes a self-defence class with Martial Smarts who helps teach women how to physically strengthen and defend themselves against violence),
and Episode 4 (Delevingne speaks with two survivors of bullying who are working to support victims and educate to prevent bullying).
All the creative assets and content pieces in the campaign invite viewers to see more stories and to share their own through the initiative’s hastag #DoYouStories.
Comment:
Puma follows in the footsteps of fellow sportswear giants Nike (‘UntilWeAllWin’ – see case study) and Adidas (‘See Creativity’ – see case study) in launching campaigns celebrating, supporting and leveraging International Women’s Day.
This specific storytelling series dovetails with Puma Women’s ongoing, global #DoYou marketing platform: to date, the creative within the strand spans 22 films and has included work featuring the likes of Kelly Tandiono
Lisa Haydon,
Jacqueline Fernandez,
Mimi Staker,
and Nidhi Mohan.
Links:
Puma
https://www.youtube.com/user/puma
