Puma calls all trouble-makers in global ‘Forever Faster’ ad featuring Mario Balotelli in a hot tub

Mario Balotelli for Puma: "Obedience is discouraged"

“Obedience will be discouraged”

Puma has launched a global campaign using the slogan ‘Forever Faster’ as the sportswear brand looks to move away from an association with hip lifestyle towards sporting performance in a bid to close the gap with bigger rivals Nike and Adidas.

A TV ad went live today featuring footballing rebel Mario Balotelli, sprinter Usain Bolt and golfers Rickie Fowler and Lexi Thompson and a cast of scantily clad women. The ad begins with a woman in a bikini sauntering towards a hot tub containing Balotelli and Bolt, who says: “Calling all trouble-makers”.

“Obedience will be discouraged,” says Bolt, as an image appears of Balotelli being shown a yellow card after appearing to injure another player who is rolling on the ground in pain.

In a statement, the company said it wanted to be known as “the fastest sports brand in the world.”

The statement reads: “Through our endless pursuit to push the sports world forward, we are Forever Faster. Not fast. Faster. Faster is more determined. It trusts its instincts, not the rules. It’s brave. It’s confident. Faster reminds the world what it means to play. Then wins it all, breaks records, breaks them again, and takes a victory lap.”

In Asia-Pacific, multi-platform advertising has gone live through out-of-home. A giant billboard was erected at Shibuya crossing in Tokyo while the campaign dominated platforms at Hong Hong’s Tsim Sha Tsui station and at stations on Singapore’s MRT. In addition, giant speed graffiti was staged at Sogo Taipei, and a ‘Warp Wall’ challenge held in Kuala Lumpur.

Puma outdoor work

Taipei ‘Fastest Graffitti’ stunt yesterday

In digital, the TV ad is running on YouTube and Yahoo! across the region.

The campaign first broke through a teaser on Twitter using its new ‘Flock to Unlock’ feature with Puma’s top athletes tweeting to a combined 19 million followers.

In the coming days, the campaign will launch in cinemas in Seoul and Hong Kong, and will be broadcast on TV and run in specialist print titles across the region.

The TV ad was created by JWT’s New York office.


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