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From tagline to brand tool: moving at the speed of culture


How do you turn a rallying cry into an operating principle for a new kind of brand?


Purpose: Inspire and equip Generation Hustle to perform and live forever faster

PUMA operates in a  thrilling but often brutal category where only businesses that can move at the hyper-speed of change are able to maintain cultural relevance.

PUMA's Forever Faster ad campaign celebrated the successes of a new generation of influencer partners and helped the brand rebound.

But PUMA needed more than a campaign. It needed to convert temporary momentum into sustained growth.

It also needed a unifying brand idea inspired by its rally cry Forever Faster that could guide employees and drive synergies across PUMA’s business units and retail partners.

Finally, the brand needed to create an ownable, inspiring definition of its audience that was built around a shared mindset and not a narrow demographic.



Through a global ethnography, we uncovered and defined an audience whose mindset, values, and behaviors aligned with PUMA’s: Generation Hustle. It's a new generation of entrepreneurial hustlers who are expressing themselves in new ways, removing labels, influencing their crews, and pushing harder than ever to find success.

Over the course of a four year partnership, we designed the strategy and seasonal go-to-market plans for PUMA’s biggest global business units including Sportstyle, Teamsport (Futbol), Running & Training, their Women’s business, and their launch into Basketball in North America.

We translated the strategy into the stories behind 34 of their highest priority products across 8 seasons, inclusive of:

  • category and product positioning
  • ambassador and influencer strategy
  • activations and brand partnerships




#1 Marketer of the year (2017) by Footwear News

#1 Fastest growing sports brand in North America (2019)

36% stock growth from 2018-2019

15% topline revenue growth 2018-2019

Our multi-year partnership led to $6B in profit and the best year in PUMA's history in 2021


See more examples of how we’ve helped to transform our clients.