Puma’s “Here. We can be” campaign, developed by The Elephant Room and launched in the UK in 2022, positions the brand as an enabler of self-expression and confidence among young women and non-binary individuals. The campaign’s core promise centers on providing a supportive platform where these audiences can authentically define and present themselves without the constraints of societal expectations, particularly those intensified by social media pressures. By focusing on a female-led narrative, Puma articulates a value proposition tied to empowerment, inclusivity, and the celebration of individuality in the context of fashion, fitness, and sports.
Strategically, the campaign leverages deep insight into the unique challenges faced by teenage girls in a digitally saturated world—where identity is often prematurely shaped by external voices before personal agency develops. Targeting this demographic, Puma utilizes an integrated lifestyle approach, combining retail communications with photography, social films, and experiential events. The “Listening Party” experiences in London and Paris exemplify the creative angle: creating safe, interactive spaces where attendees engage with musical artists sharing personal stories about youth and identity, while also encouraging open dialogue and community building. This multi-medium strategy blends cultural relevance with participatory engagement, fostering a sense of belonging and visibility. The campaign’s emphasis on both literal and figurative platforms underscores Puma’s intent to move beyond product-focused messaging to embrace social impact and emotional resonance within its sports and fashion market.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign is centered on authentic portrayals of young women and non-binary individuals, allowing them to express their realities and share personal stories in their own voices. Rather than dramatizing a narrative, showcasing product function, or deploying metaphorical symbolism, the campaign enables the target audience to see themselves represented, both socially and aesthetically, through stylings and live events. The focus is on aspirational identification and relatability, leveraging real users and musical artists as admired peers rather than classic celebrities, which aligns precisely with the “Associated User Imagery” format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Nike – Market Positioning
Nike leads with innovation and performance-driven products, blending cutting-edge technology with inspirational storytelling. The brand emphasizes empowerment and athletic achievement, targeting diverse athletes and lifestyle consumers globally, while maintaining a strong presence in sportswear fashion and culture.
2. Adidas – Market Positioning
Adidas focuses on merging sports performance with streetwear style, emphasizing sustainability and inclusivity. The brand leverages collaborations with artists and designers, appealing to young, fashion-forward consumers who value eco-consciousness alongside athletic functionality.
3. Under Armour – Market Positioning
Under Armour positions itself as a performance-centric brand committed to empowering athletes through advanced sportswear technology. It targets serious fitness enthusiasts and professional athletes with high-quality, function-driven apparel and gear designed to enhance training and endurance.
4. New Balance – Market Positioning
New Balance emphasizes heritage craftsmanship combined with modern innovation, catering to consumers who value comfort, fit, and quality. The brand balances performance and lifestyle, promoting authenticity and inclusivity, especially in running and casual sportswear segments.
5. Reebok – Market Positioning
Reebok positions itself as a fitness and lifestyle brand rooted in functional training and cultural relevance. It integrates bold, expressive designs with performance gear, often collaborating within music and fitness communities to connect emotionally with younger, active audiences.
Q: What is Puma “Here. We can be” by The Elephant Room about?
A: Puma “Here. We can be” by The Elephant Room is a 2022 integrated campaign launched in the United Kingdom, targeting the fashion, fitness, and sports markets. Developed by award-winning agency The Elephant Room, the campaign centers on empowering young women and non-binary individuals to express their authentic selves, particularly in the face of societal and social media pressures. Through a combination of retail communications, photography, social films, and experiential Listening Party events in London and Paris, the campaign provides a literal and figurative platform for youth to share their stories, engage with musical artists, and build community around self-expression and confidence.
Q: What creative device does Puma “Here. We can be” by The Elephant Room use?
A: According to Clapboard’s 12-format taxonomy, Puma “Here. We can be” by The Elephant Room employs FORMAT#10 ASSOCIATED USER IMAGERY. This creative device centers on authentic portrayals of young women and non-binary individuals, allowing the target audience to see themselves represented socially and aesthetically. The campaign leverages real users and musical artists as relatable peers, rather than classic celebrities, creating aspirational identification and relatability. This approach aligns with Clapboard’s classification by focusing on user-driven storytelling and lived experience, rather than dramatized narratives or metaphorical symbolism.
Q: What is the campaign proposition for Puma “Here. We can be” by The Elephant Room?
A: The strategic proposition of Puma “Here. We can be” by The Elephant Room is to position Puma as an enabler of self-expression and confidence among young women and non-binary individuals. The campaign’s core promise is to provide a supportive platform where these audiences can authentically define and present themselves, free from the constraints of societal expectations and social media pressures. By focusing on a female-led narrative and participatory events, Puma articulates a value proposition rooted in empowerment, inclusivity, and the celebration of individuality within the fashion, fitness, and sports sectors.
Q: How does Puma “Here. We can be” by The Elephant Room rank in Clapboard's archive?
A: Puma “Here. We can be” by The Elephant Room holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Puma's category?
A: In Puma’s sports and fitness category, key competitors include Nike, which leads with innovation and performance-driven products supported by inspirational storytelling; Adidas, which merges sports performance with streetwear and emphasizes sustainability and inclusivity; Under Armour, which targets serious athletes with advanced sportswear technology; New Balance, which balances heritage craftsmanship with modern innovation and authenticity; and Reebok, which integrates functional training with bold design and cultural relevance, often collaborating within music and fitness communities to connect with younger audiences.
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