Puma brings in Thierry Henry to launch virtual football community

Puma has launched a virtual football community that allows fans to engage with football stars including Thierry Henry, Cesc Fàbregas and Sergio Agüero.

The Puma Football Club platform will include star challenges offering fans a chance to win prizes including signed boots and product discounts.

Former Arsenal player Henry will host a star challenge that invites people to propose "creative suggestions" for players to carry out on and off the pitch, with the most innovative ideas winning prizes.

Additional engagement will be driven via Puma brand ambassadors, including Marco Reus and Gianluigi Buffon, re-tweeting fans.

Members of the Puma Football Club will be the first to hear about the launches of new boots and kits.

The new platform is part of an over-arching digital push by Puma, which saw it launch a new brand proposition using the ‘worn my way’ strapline, which urges consumers to ‘capture their individuality’.

The lifestyle campaign was launched via a microsite and social media activity featuring the #WornMyWay hashtag.

Urban music acts including Professor Green, Jamal Edwards and Mischa B are appearing throughout the campaign with behind the scenes footage uploaded to a dedicated YouTube channel.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer