April saw Puma launch a new summer brand campaign called ‘Only See Great’ which was inspired by Jay-Z and which will act as a marketing platform for multiple product and performance collection launches through the sporting events of summer 2021 such as UEFA’s Euro 2021, the Formula One Championships, the Copa America and the Olympic Games.
The campaign, which is fronted by a strong team of leading Puma athlete ambassadors, aims to follow the challenges of 2020/21 by spreading a vision of hope, optimism and self-belief ahead of the year’s major sporting events.
The integrated marketing initiative sees endorsers Neymar Jr., Winnie Harlow, Antoine Griezmann, Pep Guardiola, Karsten Warholm, Mondo Duplantis, Usain Bolt, Cara Delevingne, Lamelo Ball, Skylar Diggins-Smith, Kyle Kuzma, Lewis Hamilton, Rickie Fowler and Virat Kohli offer their personal perspectives on striving for greatness during extraordinary times.
The campaign, which spans a series of media interviews and digital content on Puma’s own channels, was inspired by musician, cultural icon and entrepreneur Shawn ‘Jay-Z’ Carter’s quote: “I only see great. I don’t see good. I don’t see compromise. We should always strive to make something great, something that will last.”
The idea is that the quote summarizes the message and attitude which Puma wants to convey during the major sporting events in a year when the world is hoping to overcome the pandemic.
The creative explores the endorsers’ own career paths as they strive for greatness whilst listening both to their hearts and their heads and pursue a vision that few others can see.
The 30-second launch spot was first posted on Puma’s Instagram and YouTube channels on 12 April.
“Jay originally shared these personal thoughts on greatness in one of our very first discussions around product design,” recalled Puma Global Brand and Marketing Director Adam Petrick. “His quote so perfectly represented the message that we as a brand wanted to convey in this unique year of sporting events and cultural moments, such as the Olympic Games in Tokyo. I think the message is about filtering out anything less than great, looking within and seeing something that no one else can see.”
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