Herzogenaurach, Germany, February 25, 2022
WORLD CHESS CHAMPION MAGNUS CARLSEN TALKS “ONLY SEE GREAT”

The recently announced PUMA Ambassador and Norwegian World Chess Champion Magnus Carlsen speaks about his motivation to stay at the highest level in his sport and how he became the highest-rated player in history, in a video interview with sports company PUMA.

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“Greatness for me is being able to do something over a long time while constantly improving yourself, and being the best”

 

With the ‘Only See Great’ campaign, PUMA explores the career path of its brand ambassadors, as they talk about their own paths and how they strive for greatness, listen to their hearts, and find a vision that no one else can see.

In the interview, Carlsen talks about his extraordinary performances, winning his first Grandmaster title at 13 years old, and how the journey to success and a balanced mix of physical training and a healthy lifestyle gave him the energy to succeed.

“I have never been motivated for specific goals in my chess career. I just always wanted to learn to be better each time that I play and now I do have a goal of being the first player to reach that 2900 rating threshold in chess, but what’s more important to me is the journey that would possibly get me there. It’s being able to do all the right things to give myself a chance to do that. I care about this a lot in my day-to-day life.”

While many titles followed, Carsten, an avid sport fan, says his biggest motivation is the competition: “I love sports and that’s how I train. I do football, I started to play padel recently, I also do some exercises with a personal trainer but I always try to make it as a competition.  That is what motivates me.”

About the longest chess game in the World Championship in Dubai, Carstens says: “What was most memorable for me personally, during the last 1h of play, is that I was very calm. I was not stressed, even though there was only little time on the clock, and what I felt after I made the last move was just deep satisfaction of having pulled through and having done things the right way at the end.

The idea for PUMA’s “Only See Great” campaign was inspired by cultural icon, entrepreneur and philanthropist Shawn “JAY-Z” Carter who first said: “I only see great. I don’t see good. I don’t see compromise. We should always strive to make something great, something that will last.”

Milan, Italy, March 29, 2004
PUMA Launches Forza Tifosi, Forza Azzurri: Two Sides, One Goal
PUMA's “Forza Tifosi, Forza Azzurri: Two Sides, One Goal” Celebrates the Fans of Italian National Football Team

Building on the excitement of the tournament, the campaign predominantly features two diehard Azzurri fans, Marco and Fabio. Titled “Forza Tifosi, Forza Azzurri – Two Sides, One Goal,” both the TV and print ads cleverly portray the passion of football from both the fan and athlete points of view, stressing the apparent interdependency and mutual respect between the two parties. As their everyday lives take similar direction the cues to their different lifestyles are evident.

The commercial opens in the morning where two crazed fans prepare for their long journey by car to the stadium to watch their national team and favorite player, Buffon, take the pitch. Buffon’s day starts similarly, but his superstar status is evident by his luxury hotel room and chauffeured limo. The TV spot conveys how their activities resemble one another as they prepare for the match where their paths eventually cross.

“Football campaigns typically feature aggressive imagery, domination and hero driven messages,” said Filip Trulsson, PUMA International Football Marketing Manager. “In our campaign, Forza Tifosi, we wanted to incorporate the fans and their aspirations for their teams and leave the audience excited about football.”

The broadcast executions will air globally with 60, 45, 30 and 20 second edits. Several 10-second spots focusing the activities and lifestyles of the two Italia fanatics will also complement the longer commercials. These 10-second shorts range from Marco and Fabio singing the national anthem, chanting Buffon’s name to the exuberant emotion of meeting a player.

Five print advertising executions will launch in April. Once again the parallel lives of player and fan are portrayed. The executions feature two separate photos, one of fans and the other of the players. The images link up with similar scenarios and are joined by a football logo with the text reading “Forza Tiffosi, Forza Azzurri.” The tagline of the print ads reads, “PUMA, proud technical sponsor of the Italian National Football Team.”

November 15, 2004
PUMA Brings “New Stuff“ to TV
New Ad Campaign Focuses on Sportlifestyle Product

The three executions are planed to run on either terrestrial, or national, and cable stations globally. The concepts running this December feature three marquee PUMA products. In one execution that highlights the vibrant color palette of the TX-3, a 1980’s running shoe, hordes of blue butterflies swoop in and carry the shoe off screen. The second spot features any army of ants that flex their muscles by walking off with the Scrill, referencing the earthy character of the rock climbing inspired shoe. One of the most playful spots features PUMA’s signature track training shoe, the Taper, being carefully inspected and handled by a curious monkey.

In addition to the TV campaign, a print execution will follow and both will run through Q1 of 2005. The print advertising reflects the focused simplicity and whimsical nature of the TV spots.

This campaign will also carry though into creative media tactics engineered by PUMA’s global media buy agency, Zenith Media. PUMA’s brand management teams headed by Antionio Bertone drive the visual concepts with the tactical creative concepts directed by Andrew Zuckerman.

May 29, 2006
UNITED FOR AFRICA TRAM OPENING – GET ON IT!
Herzogenaurach / Berlin, 29th May 2006 – Berlin now has another new attraction.

Governing mayor of Berlin, Klaus Wowereit commented: “I am happy to welcome Africa to Berlin today in this special way. My cordial welcome especially goes to the players of the five African World Cup teams, who are supporting the UNITED FOR AFRICA campaign. By supporting UNITED FOR AFRICA, the City of Berlin would like to express its solidarity with the people on the African continent. With your support, we are demonstrating the openness and solidarity of our city. Demonstrate your personal rejection of right wing extremist tendencies in Germany by showing your hospitality.”

Numerous celebrity supporters were present at the grand opening at Hackescher Markt. The stars of the African World Cup football team were demonstrating their football skills for charity, fashion fans made use of the opportunity to print their very own limited edition charity T-shirts and sports fans went one-on-one against leading film, radio and TV stars in a penalty shoot out. In addition to Daniel Brühl, Jasmin Tabatabai and Alexandra Maria Lara, photographer Hubertus von Hohenlohe and the American Jazz musician Keziah Jones supported the campaign with their unique talents and personal commitment. Also present at the event were Katrin Kortmann, Parliamentary State Secretary at the Federal Ministry for Economic Cooperation and Development, and representatives of several African embassies in Berlin.

“We are pleased and honoured to support the campaign UNITED FOR AFRICA in its initiatives and efforts”, said Jochen Zeitz, CEO of PUMA AG. “The Charity Tram with the PUMA Charity Collection UNITED FOR AFRICA is an innovative, unusual way to generate awareness and promote donations for Africa during the World Cup.”

The information stands at Hackescher Markt informed all visitors about the work carried out by UNITED FOR AFRICA. The aim of this event during the World Cup 2006 is to direct international awareness to Africa and African issues, to encourage and inspire people to face up to these topics and gather donations for the 5000 and more aid projects currently active on the African continent. In addition, the Goethe Institute Film Festival “Africa In Motion” was presented, which will amaze and excite football fans, Africa and cinema enthusiasts alike.

Susanne Anger, spokeswoman of UNITED FOR AFRICA said: “In addition to the work of the aid and humanitarian organisations, the UNITED FOR AFRICA campaign clearly aims to emphasize the opportunities and true potential which Africa has. With more than 5000 projects, the 30 aid organisations of UNITED FOR AFRICA actively help people in need every day. We are happy to have found such a strong and authentic partner as PUMA for our campaign.”

The UNITED FOR AFRICA Charity Tram runs on a central, specially planned route through the heart of Berlin and is advertising the campaign. The tram will attract attention by hosting numerous events featuring prominent artists and sports personalities and offer numerous opportunities to donate money to the charity. PUMA’s Charity Collection UNITED FOR AFRICA, also sold in the PUMA Concept Stores in Germany, will be available here for purchase, as will the limited edition World Cup outfits. The moment both wagons of the special event tram start moving, the motto until the 9th July 2006 is: GET ON IT!

Film material and photos can be downloaded at http://about.puma.com/newsroom. You will be redirected to the website www.thenewsmarket.com, where you will then be able to access the material free of charge. If you have any further questions please contact us by e-mail at puma@thenewsmarket.com.

Herzogenaurach / Boston, June 07, 2006
“THE TRIAL”
The Second Instalment of “WILLKOMMEN ZUM FUSSBALL” the World Cup Advertising Campaign from PUMA® Premiers

The reveal phase presents evidence that points to the secret source of this newfound football fervor. In a dramatic courtroom scene someone is being accused of having given fans and PUMA sponsored athletes an advantage.
In “The Trial” it comes to light that football great, Pelé, is in fact the man in question. Now, he must answer to a fictional governing body of football, the Global International Football Organization (GIFO). The contents of the packages given to the players are revealed and Pelé must respond to the accusations. In the closing moments of the TV spot, Pelé finally speaks and delivers a special message to the football world.
“The Trial” premiers worldwide on June 8 with 30, 60 second TV spots and is supported by print and outdoor formats, online and ambient media.

The “WILLKOMMEN ZUM FUSSBALL” TV ad campaign is directed by Tarsem – award-winning ad filmmaker and director of Hollywood blockbuster “The Cell” and the forthcoming film “Westworld”.

December 06, 2006
Joint commitment of PUMA and UNITED FOR AFRICA continues with Christmas promotion and PUMA TIME
Celebrity supporters AKON and Maxi Jazz call for action

“I am happy that the joint commitment of PUMA and UNITED FOR AFRICA continues with this wonderful Christmas promotion”, says AKON. “With only 10 €, a child in Africa can already go to school for more than six months.”

And Maxi Jazz adds: “To help can be so easy. Buy a watch and do some good by supporting the projects of UNITED FOR AFRICA”.

The donation of 10€ for every PUMA watch (or an approximate equivalent in other currencies) will go directly to UNITED FOR AFRICA. In addition to the proceeds from the PUMA TIME collection, the charity wristband will again be sold in all Concept Stores in Europe and the United States until the end of February 2007 – helping to raise even more funds in aid of this charity project. All articles that will be sold in aid of the joint cooperation will clearly display the amount donated to the campaign.

Photo Credits: Conné/ PUMA
London, September 21, 2008
PUMA and PEACE ONE DAY team up once again to launch the ‘ONE DAY ONE GOAL’ campaign

PUMA and Peace One Day Will Celebrate International Day of Peace with Football Star David Bentley in London

PUMA is a major supporter of the non-profit organization “Peace One Day” founded by Jeremy Gilley in 1999. Peace One Day, together with PUMA, will raise awareness for September 21st, Peace Day, at a star-studded celebration in London’s Royal Albert Hall. A special screening of Jeremy Gilley’s new acclaimed documentary, ‘The Day After Peace’, will be followed by performances by Annie Lennox, Bryan Adams and John Legend. Footballer David Bentley from Premier League club Tottenham Hotspurs will also take the stage to announce the football matches played around the world in honor of Peace Day. Proceeds of the celebration will go to assist the organization to raise awareness of Peace Day, September 21st annually, and manifest life saving activities on the Day.

In September 2007, PUMA announced a long-term partnership with the British non-profit organization Peace One Day at Peace One Day’s gala hosted at London’s Royal Albert Hall. PUMA’s commitment was based on the organizations’ shared values such as inclusiveness, leadership, passion, and willingness to push boundaries. Filmmaker, Jeremy Gilley began Peace One Day (POD) as a film project to establish an annual day of global ceasefire and non-violence. In 2001 Peace One Day’s efforts were rewarded when the United Nations unanimously adopted the first-ever day of global ceasefire and non-violence on September 21st annually – Peace Day.

“We support the aim of Peace One Day and want to make a contribution to the generation of global peace on one day,” said Jochen Zeitz, PUMA CEO and Chairman, “We are delighted to be a strong and long-term partner of this exemplary initiative.”

To help raise visibility and awareness of Peace Day, PUMA launched the PUMA Peace One Day Football Collection, which was unveiled at the African Cup of Nations in January 2008. PUMA’s established relationships with its African football teams ensured this exciting football collection was seen on some of Africa’s leading players throughout the tournament. The collection consists of specifically designed footballs and accessory items, which have been available in PUMA retail stores world wide since May 2008. A portion of the profits generated by the collection will be donated to POD. PUMA’s long-term goal is to source all products related to this collection in Africa.

The first ‘ONE DAY ONE GOAL’ match was also initiated during the January 2008 activities in Ghana. Through this collaborative initiative, PUMA and Peace One Day have asked people around the world to play football on September 21st, with each match celebrating cooperation, unity and the power of football to bring people together in peace. The aim of the ‘ONE DAY ONE GOAL’ initiative is to encourage people to play football all over the world, whether in major stadiums, local pitches, in the streets, on the beach, in the office, at home – it doesn’t matter. Over 150 matches are expected to take place in countries across the globe in honor of the Day, many supported by PUMA sponsored club teams and top talent.

As a direct result of Peace One Day’s campaign in 2007, parties in Afghanistan recognized Peace Day resulting in 1.4 million Afghanistan children being vaccinated against polio. Last year, 100 million people in 200 countries were engaged in Peace Day activities and in 14 of those countries, efforts were targeted towards providing life-saving activities and medical services on the Day. PUMA has worked alongside Peace One Day since 2007 and has developed a Peace One Day collection of products available in stores in September to benefit the non-profit organization.

For more information on PEACE ONE DAY, visit www.peaceoneday.org and for global stockist information, please visit our websitewww.puma.com

Photo Credits: Robert Ashcroft/ PUMA
Herzogenaurach, Germany, December 1st, 2021
WORLD ATHLETE OF THE YEAR KARSTEN WARHOLM TALKS “ONLY SEE GREAT”

The current 400m hurdles world record holder and World Athlete of the Year 2021 Karsten Warholm speaks about his motivation to stay at the highest level in sports and how he set his record-breaking performance, in a video interview with sports company PUMA.

PUMA Ambassador and Norwegian athlete Karsten Warholm shares his motivation to become the number one in PUMA’s “Only See Great” campaign

"DO WHAT HAS TO BE DONE TO ACHIEVE GREATNESS” 

With the ‘Only See Great’ campaign, PUMA explores the career path of its brand ambassadors, as they will talk about their own paths to striving for greatness, listening to their hearts, and finding a vision that no one else can see.

In the interview, Warholm talks about his extraordinary performances, starting from the very first successes, which happened thanks to a balanced mix of professional preparation and by trusting his instincts.

“When I won the World Championships in London, I think that was a surprise to me and a surprise to everyone”, Karsten said. “That was sort of my breakthrough, and I didn’t expect it but I also knew I had a chance – I knew that the work was done, and I knew I had results that could be good enough. That doesn’t necessarily mean that you’re able to do it – but yeah, a very special moment and probably one of the most memorable moments because the victories that you haven’t prepared for mentally are probably the biggest surprises.”

Karsten Warholm

I do this because I really enjoy it. And the only thing that’s better than one gold medal… is two.

WHILE MANY TITLES AND MEDALS FOLLOWED, WARHOLM SAYS HIS BIGGEST INSPIRATION IS HIS LOVE FOR THE SPORT.

The postponement of the Olympic Games last year took their toll on motivation, but Warholm said the delay also helped him raise the bar: “The mindset comes back again because you need to try to turn the tables and see if you can make this an advantage. I was able to continue the training and I think, if it wasn’t for the pandemic, I wouldn’t have been able to run 45.94 at the Olympics.”

Warholm says he fully embraces the vision of “Only See Great”: “Every time I step on a track, I try to give it my all and I hope people see that and get inspired by the way I’m attacking my races. I think attitude is something that we can all have, and we can all learn.”

The idea for PUMA’s “Only See Great” campaign was inspired by cultural icon, entrepreneur and philanthropist Shawn “JAY-Z” Carter who first said: “I only see great. I don’t see good. I don’t see compromise. We should always strive to make something great, something that will last.”

PUMA launches "For All Time" a global Classics platform featuring Icons of Culture.
Global sports brand PUMA announces the kickoff of their “FOR ALL TIME” marketing campaign, highlighting their deep legacy as the Classic sneaker brand. PUMA will be examining the meaning of the word “Classic” through products, content, and impact created by “The Collective,” a group of Iconic Culture Influencers, who have shaped the sneaker game over the last 50 years.

PUMA has partnered with their Basketball and Classics Creative Director, JAY-Z and Roc Nation’s Emory Jones, as the executive producers of “The Collective,” a team of creatives, influencers, and storytellers who have had a timeless influence in each of their respective fields. Each member of The Collective will highlight various Classic PUMA sneaker silhouettes with interviews, creative content, and product designs that help define both what it means to be a Classic, and what it means to have timeless influence.

As a key element of the project, each member of The Collective will hand select a rising member of the next generation of soon-to-be classic influencers within their fields, and support their work and development with a financial grant as well as mentorship and promotional support. PUMA will highlight these new members of the Collective, shining a light on those who very well may become the “classics” of tomorrow.

The Collective line up consists of: Roc Nation’s Emory Jones, award-winning Designer and PUMA Creative Director June Ambrose, Harlem fashion innovator Dapper Dan, decorated Director and videographer Hype Williams, NBA Hall of Famer and PUMA Ambassador Walt Clyde Frazier, RHUDE Designer Rhuigi Villaseñor, Creative Consultant and Founder of Upscale Vandal, Mike Camargo, and Legendary Photographer Lenny Santiago who stands as the Visual Director of Still Photography for the campaign.

“This year we will be highlighting PUMA’s legacy as a classic sneaker brand by asking a select group of iconic cultural leaders the essential question: What is a Classic?” said Adam Petrick, Chief Brand Officer at PUMA. “Our ‘FOR ALL TIME’ campaign will communicate PUMA’s classic sneakers such as The Suede, and other products by recounting inspiring stories from renowned people who have become unparalleled classics themselves, having influenced Fashion, Music and Sports over the last five decades.”

Over the next 7 months, The Collective will share their personal stories of growth and development, while also sharing the story of their personally selected Collective member. Each month will see the release of new content via advertising, web content, and social media.

In the current culture of snackable content, immediate access, and trending fame there isn’t much respect for the “long-game.” But it’s the long-game that lasts, the long-game that breeds enduring influence. The “FOR ALL TIME” initiative celebrates this influence by passing the torch to those who aspire to build a legacy, in collaboration with those who have.

PUMA has 75 years of rich history; 75 years of building relationships with some of the most impactful names across sport, music, fashion and entrepreneurship; June Ambrose merged hip hop into the luxury fashion space creating a blueprint for 90s and 00s style, Hype Williams transformed hip hop into art with his groundbreaking music videos, Emory Jones is a business and branding visionary, Lenny Santiago redefined on-the-move portraiture, Rhuigi challenged the traditions of American streetwear, Dapper Dan defined logomania before it had a name, and Mike Camargo brings community to the masses - the collective boasts 30+ years of cultural influence that has expanded that access of generations to come.

The collective have been profiled in a series of short films by award-winning director Nadia Hallgren (Becoming), the platform will enable the collective to tell their stories and playbook on how they have created timeless, classic influence. Starting in late April, the platform will be updated on a monthly basis with The Collectives’ stories, starting with Emory Jones in April, followed by Mike Camargo in May, and June Ambrose in June.

In that same time frame, many of PUMA’s products have become true icons and have earned the designation of “Classic.” From the timeless PUMA Suede or the T7 Track Suit, worn by B Boys and street influencers in the 70’s and 80’s, to the world’s first signature basketball shoe – The Clyde, first established in 1973 and named for Walt “Clyde” Frazier, who redefined “cool” on and off the court. From the everyday ease of the CA-Pro tennis sneaker capturing the on-court look of the 80s and 90s, to the Slipstream basketball shoe, originally released in the early 80s and re-released several times over its history... PUMA has a long list of products that can truly be called “Classics.”

All information on the FOR ALL TIME platform can be found at puma.com/foralltime. It will house content and conversations with the collective.

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