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Puma Launches the Puma Football Club
By: Dwayne W. Waite Jr.
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As we have said time and time again, there are few communities more close-knit and engaging as the sports community. The way people become fans of teams and sports is absolutely remarkable. And the brands that are able to capitalize on that fanhood are investing in a space where they can reap much benefit.

One brand doing such is Puma. Of course, Puma has made its name known in the soccer and running community based on its shoes and accessories. But recently Puma has been taking it up a notch in its digital presence. A while ago we covered its "Bring Me Back" campaign, where the brand encouraged people to bring in their old pairs of shoes to be either recycled or thrown away. For the shoes that were thrown away, those users could publish a short digital obituary and get a discount on Puma sneakers.

Next Puma launched a virtual community based around its "Worn My Way" campaign, an effort to celebrate the individuality of consumers.

And now, the Puma Football Club. A challenged-based community for sports and Puma fans.

Puma FC will have challenges for fans led by greats like Thierry Henry. Fans can enter the challenges and win prizes, and get exclusive peeks to the latest offerings from Puma.

Fans will also get their posts retweeted and shared by other soccer superstars.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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