PUMA and Cramer Change the Game with Experiential Shoe Packaging

In early 2017, PUMA launched a loyalty program to recruit and reward their next generation of PUMA soccer players. To mark the launch of the program, and to welcome their newest members, PUMA and experience agency, Cramer, reimagined what shoe packaging could be.

"From the beginning, we knew we wanted to create exclusive packaging for our first PUMAPitch members, but we also wanted to do something totally unexpected – something young athletes would talk about, and remember," says Kellie Ambrose, Marketing Manager at PUMA. "Through our partnership with Cramer, we invented an exclusive packaging that doubled as an exclusive brand experience."


Thus, PUMA's latest experiential shoe packaging was born.

The first recruited PUMAPitch program members were told their new soccer boots would be arriving in an exclusive package. They expected a high-end cardboard box, which is common in the industry. Instead, members received a sleek, black and polypropylene case. There was one critical catch: It was padlocked. Each case was imprinted with an anthem that celebrated PUMA's and the player's commitment to work harder, play harder and to demand more from themselves, their gear and the game. Within that anthem, a hidden code was placed to unlock the case and grant access to the new boots and a PUMAPitch membership.

Players read and re-read the anthem, collaborating with their teammates to unlock the cases, in an engaging, fun, memorable and highly sharable team experience.

"Our partnership with PUMA has been amazing," adds Pat Martin, Account Director and Partner at Cramer. "When they approached us with the idea, it struck us as the kind of opportunity a lot of brands would overlook. Most so-called exclusive packaging is just more expensive materials, technology for the sake of technology, whatever. PUMA wanted something smarter, more relevant, more effective, and more closely aligned with the innovative essence of their brand: Forever Faster."

"It was a great story of creativity, strategy, and authenticity cutting through the clutter in a meaningful and effective way," Ambrose continued. "And the fact that the case was something the players would keep for themselves aligned with PUMA's commitment to sustainability. All in all, it led to an amazing brand experience, as well as social shares, earned media and a strong introduction for the PUMAPitch loyalty program."

About Cramer

As a brand experience agency, Cramer is thriving in today’s new experiential era of marketing. The company’s fast growth has come as it has expanded its relationships with long-standing clients, while also landing a new roster of global brands. Cramer’s clients — such as ADP, Boston Scientific, Dassault Systèmes, IBM, Sanofi Genzyme, Siemens Healthineers, and UPS — trust Cramer to invent, craft, and fuel content-driven experiences, including meetings and events, activations, community and advocacy programs, mixed reality, and marketing campaigns. Visit cramer.com to see how Cramer achieves more with its clients.

About Puma

PUMA is one of the world's leading Sports Brands, designing, developing, selling and marketing footwear, apparel and accessories. For over 65 years, PUMA has established a history of making fast product designs for the fastest athletes on the planet. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Golf, and Motorsports. It engages in exciting collaborations with renowned design brands to bring innovative and fast designs to the sports world. The PUMA Group owns the brands PUMA, Cobra Golf and Dobotex. The company distributes its products in more than 120 countries, employs more than 11,000 people worldwide, and is headquartered in Herzogenaurach/Germany. For more information, please visit puma.com.

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Press Release PUMA and Cramer Change the Game with Experiential Shoe Packaging

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