PUMA launches The Nature Of Performance in 2013

It’s not often Sport-locker.net get excited about a new campaign in the sporting world.

Ok, that’s a huge fib, but PUMA are launching something which we really think is going to have a huge impact on sporting gear this year.

2013 signals a pioneering year for PUMA, as the brand re-energizes its performance positioning through the introduction of a new cross-category performance platform—The Nature of Performance.

The Nature of Performance underpins a new creative and marketing campaign, in addition to serving as the inspiration for a collection of innovative new products in the Football, Running, Training and Fitness categories.

PUMA’s Nature of Performance platform is a red thread that unifies all of PUMA’s performance categories with a consistent voice, look and feel. Grounded in nature and the athlete’s innate desire to perform at their best level, The Nature of Performance takes us on a journey that is at once personal and universal.  Through it, we come to understand certain campaign insights:

•             The Nature of PUMA Football: Whether it’s in your nature to be power hungry, a glutton for speed or a control freak, PUMA builds inspired products to amplify you and your team’s instincts.

•             The Nature of PUMA Running: It’s in our nature to disrupt the monotony of running. It’s making a routine run feel fresh again, and it’s in our nature to get you out the door.

Similar insights have been developed for PUMA Golf, PUMA Training, PUMA Fitness and PUMA Ecosphere and will feature in the creative executions for each.

The Nature of Performance platform launch coincides with a series of innovative new product introductions in Spring/Summer 2013, including ground-breaking footwear and apparel styles for Running and Training.

PUMA Mobium Elite is a first generation PUMA Adaptive Running™ shoe that’s built on a system of interdependent technologies that are proprietary to PUMA.  The patent-pending technologies of the Mobium Bands, the Windlass Chassis and the Expansion Pods work together allowing the shoe to expand and contract as the foot naturally does through the gait cycle.

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PUMA has identified this new category of running—Adaptive Running—after two years of intense biomechanical research, development and testing. PUMA Mobium Elite encourages a more natural movement and efficient stride.

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Grounded in the principle of athletic taping in which strips of fabric are placed directly onto an athlete’s skin in specific patterns, PUMA’s latest range of training tights, shorts and tops goes one step further with PUMA tape built directly into the garments.

During workouts, the innovative garments are designed to work with the body, helping maximize muscle power. PUMA ACTV fuses the benefits of compression technology with athletic taping in order to create an easy-to-use performance offering.

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With PUMA ACTV, elasticized silicone tape strategically placed on the inside of the garments mimics an athlete’s muscle patterns and provides micro-massage in specific areas.

For more information on PUMA’s Nature of Performance and all of the product and campaign details, visit www.puma.com

What do you think of PUMA in general? Can you see it being a big year for them in 2013? Let us know in the comments section below or on our Twitter and Facebook pages.

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