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.

Subscribe to Campaign