The campaign objective was to drive awareness for the Puma Run XX Nitro via engaging social content that would get the brand to be noticed and to be credible in the space of the Southeast Asia running community.

Puma is a brand known more for fashion than running. So to launch the Puma Run XX Nitros, a running shoe designed specifically for women’s feet, we needed people to experience the brand in a whole new way, building credibility amongst female runners.

We created the Puma Delivery Run, the fastest delivery service launched by a sports brand, featuring real female delivery runners geared in Puma Run XX Nitros who ran and delivered shoes in real time. Their speed and comfort as they were delivering was the ultimate test of the product.

All you had to do was go to PumaDeliveryRun.com, select your shoe size and enter your address, and your order would come running to you in real time.

We were after female health enthusiasts who value style but will not sacrifice comfort and support. The challenge was that Puma was seen as a lifestyle brand and was not top-of-mind when it came to running. The top three brands for runners are Nike (39%), Adidas (37%) and Reebok (13%). Our job was to establish credibility for Puma’s Run XX Nitro which is the first shoe designed for women’s feet.

Our insight from talking to runners was that “Whether you’re a casual runner or an athlete, we’re all competitive in our way. Somebody’s slow is someone else’s fast.” With that in mind, our strategy was to establish credibility by demonstrating how Puma XX Nitro makes you COMFORTABLY FAST. To anchor our idea in culture, we created a unique launch with the one thing that had grown rapidly in our markets since the pandemic: delivery services.

Delivery services had grown over 70% across Asia since the pandemic. We realised that these delivery riders and runners are a lot alike – they both spend long hours on their feet, encounter multiple terrains and challenging weather conditions, and value speed and comfort. With that little nugget of an idea, we created our own shoe delivery service called The Puma Delivery Run, featuring the fastest female delivery riders who became our ambassadors for speed and comfort.

All you had to do was go to PumaDeliveryRun.com, select your shoe size and address, and your order would come running to you in real time, by runners geared in Puma Run XX Nitros. A real-time test of the product they were delivering.

- 126 million impressions

- 307,991 site visits in 72 hours

- Over SGD$500,000 in earned PR