The World Championships is live in China and there are multiple hurdles to capturing content from the events. With competitor logos in the background and official sponsor logos on competitor athletes, we knew it would be difficult to leverage content from the event itself. With that in mind, we partnered with illustrators that could capture these key Usain Bolt moments in real time, then sketch them into unique pieces of art for social media content.

The designers were armed with approved styles for the illustrations. When the big moments happened (e.g. Bolt won the 200m against his biggest rival) the social strategy team put them in action. Within hours, the art was routed through client teams, edited, approved and posted to PUMA Running social channels (Facebook and Twitter). Two days later, printed posters were shipped to Usain Bolt at a photo shoot to be signed and given away to fans.

PUMA’s World Championships of Track and Field real time content enabled the brand to have more share of voice in running conversations than any other competitor brand during that time, including the event sponsor, Adidas. PUMA’s content mix over those 9 days increased PUMA social mentions by 13% worldwide. With 65% share of voice on World Championships conversations in social, PUMA was able to break through and own the event.