PUMA SEA engages female ambassadors to deliver food on foot

PUMA Southeast Asia is activating its female ambassadors across the region to don its new shoes and participate in food delivery as part of its #PUMADeliveryRun campaign. At the same time, food delivery professionals were also chosen by the sportswear brand to be the face of the campaign, given that food delivery is a time-sensitive one and delivery runners are always light on their feet. 

The campaign aims to get as close and personal with its target audience as possible and coincides with the rollout of the brand's female-specific running shoe, the PUMA Run XX Nitro. Ambassadors including Joey Tng, Malaysian fitness trainer and content creator; Sonia Chew, Singaporean radio DJ and digital creative; Kelly Tandiono, Indonesian model and triathlete; as well as Joanne Vilablanca, Filipino yoga teacher, health, wellness and fitness enthusiast will fulfil food orders across their respective country’s hotspots on foot.

According to PUMA, the campaign aims to highlight the new features, style, and capabilities of its latest footwear, as well as to establish itself as a relatable sports brand by tapping into each country’s food-loving culture and normalisation of food delivery services. The brand is also positioning the shoes as "the perfect running shoes that adds comfort to the equation” that will allow women delivery runners to get to their delivery points comfortably fast, driving home the unique selling point of the shoes. 

Eleanor Wang, PUMA SEA’s head of marketing, said that it decided to do things differently this time around by having the PUMA Run XX Nitro’s capabilities play out in the real world through the #PUMADeliveryRun activation. “We observed that on most occasions, other brands out there would zoom in on what makes their product special. More often than not, all focus is on just the style or product technology. We believe in showcasing our products and the technology behind it through authenticity to the everyday user,” she added.

In addition to food delivery on foot by brand ambassadors, the campaign will also feature on-ground experiential events across Southeast Asia which will allow women to get a close-up experience on what makes the new PUMA shoes special. For instance, PUMA Singapore will launch a full-fledged event space, featuring the nitro foam put, monomesh tunnel and PUMA grip wall – where visitors can test the grip of the new shoes. In Malaysia, PUMA will launch the Nitro XX-perience tunnel in Kuala Lumpur, where a large wind tunnel with Nitro cubes takes centre stage. Meanwhile, PUMA Indonesia will launch an in-store PUMA grip wall.

Moving forward, PUMA said that it plans to continue looking for opportunities for more engaging, “human” activations to establish itself as a brand that its audience “can not only look up to, but feel close to”. MARKETING-INTERACTIVE has reached out to PUMA for comment.

Separately, PUMA launched an interactive Instagram filter last March, where shaking your head would enable users to create their own EDM track. This was in line with a regional campaign running on social media titled "Foot Tapping", which targeted consumers across Singapore, Malaysia, and Indonesia. Working with agency UltraSuperNew Singapore, the campaign was launched to raise awareness of its restyled PUMA Mirage Tech sneaker, and was fronted by a short film starring Singaporean actor and musician Tosh Rock.

Besides raising awareness of its restyled Mirage Tech sneakers, PUMA's campaign also aimed to bring back EDM festivals that were unavailable at the time due to the pandemic. A spokesperson from UltraSuperNew said then that the campaign's main target audiences were males aged 20 to 30, as well as EDM festival goers. 

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