To stand out from “performance” focused competitors, Puma heralded the “JOY” of sport by celebrating the “After Hours Athlete”. We partnered with relevant media owners to run urban events and create content showcasing masters of night sports like Ping-Pong, Foosball and Bowling. To increase impact and participation, we created a Facebook contest to find the best trick shots across Europe.

Facebook fans increased by 23% in 2 months and sales of featured products increased by 30% in some regions.