PUMA
Bringing big cat energy to Melbourne’s toughest crowd.
The people of Melbourne’s west are a tough crowd to please. Proud of their hood. Champions of their own success stories.
So, when sportswear giant PUMA had us readying the usual razzmatazz to launch its first flagship store in the heart of the Westside, we knew we had to take a different tack. The typical big-brand chest-beating just wouldn’t cut it.
Instead, the PUMA Westside campaign chose to capture the cool of local culture and honour the iconic businesses, personalities and institutions that make the West best.
Out with the Instagram influencers; in with the home-grown heroes.
We announced PUMA’s arrival in the area by celebrating and promoting the stalwarts who inspire local pride, provide the social glue and form the backbone of this vibrant community.
We called on people to support them, pay a visit to them, spend money with them.
And when they did, they received a unique PUMA Westside keyring in return, which they could redeem at the new PUMA store for a personalised, limited-edition T-shirt, designed exclusively by a diverse group of respected Westside artists.
On launch day, the people of the West showed up in force.
Hundreds came to pick up their new limited-edition Ts and the collection sold out within hours.
With a buzz that reached over 6.6 million people, footfall in and around the store topping 60,000 on day one, and 90% of all visits coming from first-time customers, new fans of the brand came in big numbers.
Westside. Bestside.
