Worn My Way

PUMA came to First 10 and asked us to develop a year-long brand and retail platform.

The PUMA UK Lifestyle team asked us to develop a year-long brand and retail platform, that would not just reach and engage their UK consumers, but would make their retailers want to engage and involve themselves too.

The solution

During our initial research we found an Oscar Wilde epigram that matched our insights well: “Be yourself, everyone else is taken.” Out of this, the Worn My Way campaign was born.

We used our inbound marketing model to create an online hub to host conversations, competitions, and product and retail integration, then used online and offline advertising tactics to amplify the hub’s ideas and content.

The campaign gained early industry coverage, with the likes of Marketing Magazine, Timeout and Brand Republic picking up the launch and strategy of the campaign.

The outcome was the creation of a campaign that was PUMA UK’s most successful brand and retail campaign in recent years.

We delivered…

  • Two photo-shoots to capture the correct product shots for different retailers
  • A socially integrated, interactive magazine site to support the campaign
  • Design guidelines for retailers and other agencies to create their own campaign content
  • A suite of competitions to run monthly with PUMA’s ambassadors
  • A year-long content plan to keep the hub and social channels alive
  • Facebook advertisement to support traffic and promotion
  • A weekly newsletter for all consumers signing up to the website

Image Gallery

Worn My Way: Professor Green
Worn My Way: Jamal Edwards
Worn My Way: Female Model holding a PUMA Suede
Worn My Way Screen Grab 1
Worn My Way Screen Grab 2
Worn My Way - Office

Video Gallery


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