New Brand Platform Signifies Mission to Become the Fastest Sport Brand in the World
KUALA LUMPUR (7 August, 2014): Finally, after much talk and hype, PUMA has formally launched its new global brand platform, Forever Faster, in Berjaya Times Square today.
PUMA Southeast Asia General Manager, Miguel Andrade, said: “We believe every Malaysian has Forever Faster in them, being ambitious, bold and charismatic in nature. It is not about making Malaysians Forever Faster, but rather bringing the Forever Faster out of them.”
“This is an exciting project that we have been looking forward to for some time now, and cannot wait to commence future consumer interactions,” added Andrade, who also invited members of the public and media to challenge the ‘The Red Wall’, a three-metre high vertical wall that is so imposing.
The idea behind the wall aims to highlight the values that make up Forever Faster, which envelopes around bravery, determination, joy and most of all confidence.
PUMA Malaysia ‘Football Ambassador’ – Malaysian Armed Forces defender K. Reuben, national swimmer Khoo Cai Lin and squash player Low Wee Wern also made their appearance at the launch.
Reuben, well on the road to recovery after undergoing a knee surgery recently, strongly believes Forever Faster has given him the growing confidence to push forward. He said: “It is a timely launch by PUMA. It’s been a huge boost for me in my capacity as footballer and I find Forever Faster a campaign that will tremendously help me get back on trail.”
“I believe this campaign will also help all athletes with determination, bravery and confidence to succeed. Forever Faster will take you towards the right path with all these ingredients of success.” said Reuben.
National and Kelantan goalkeeper Khairul Fahmi Che Mat, 25, better known as ‘Apek’ among Malaysian football fans, and Selangor striker Paulo Rangel, who also add up to PUMA’s growing list of ‘Football Ambassadors’ also view Forever Faster as an opportunity to move forward.
Khairul, who is currently in Tajikistan with national team, aims to get back on stride and be rated as the country’s top goalkeeper after a series of ‘not so inspiring performances’ in recent times. He says: “Forever Faster simply gives you that extra sense of confidence. It’s far different than anything else I have experienced before. I believe PUMA’s new global brand platform of being the best and the first will surely motivate every athlete.”
The 28-year-old Rangel, who was instrumental in Selangor's strong run in the 2014 Malaysia Super League by scoring 16 goals throughout the season and voted Goal’s Best Malaysian Super League Player, is ecstatic with PUMA’s latest innovative campaign to be the fastest and first.
“Forever Faster really motivates athletes to be at their best and be at the forefront of everything we strive on. It evolves around our determination to succeed at the highest level which gives us the true meaning of success and happiness,” said the Brazilian as he prepares for the tough challenges ahead with Red Giants in the Malaysia Cup which kicks off next week.
With the mission to become the Fastest Sport Brand in the World, Forever Faster is targeted to a selective group called, ‘Game Changers’ who are active progressive athletes aged 16-24. The platform will be driven through a comprehensive global multi-media marketing campaign that includes a TVC spot, featuring some of the World’s finest sporting personalities.
Forever Faster embodies athletes who stand out as individuals through both performance and personality. Jamaican Usain Bolt, widely regarded as the fastest man on Earth as he holds both the 100 metres and 200 metres world records since fully automatic time measurements became mandatory in 1977, features in the Forever Faster TVC with football icons Mario Balotelli, Sergio Agüero, Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team.
The spot also sees these sportsmen and women challenging the conventional - taking risks through determination, bravery, confidence and joy.
Forever Faster embraces the thrill of being first, the swagger of being the best, and the fun of being able to adapt; but it is also an ethos that goes beyond the boundaries of a marketing campaign. It signifies the desire to quickly identify product designs and innovation, trends and style and bring them into the marketplace in a more dynamic manner. As well as a brand platform, Forever Faster is also a company mentality.
In the coming months, the public can expect various activities as well as products themed around Forever Faster, with Mobium Elite Speed and Night Cat training mini-pods confirmed to be introduced in Malaysia late August. Also on the cards will be the PUMA Night Run, which will take place on 25 October 2014, with registrations opening on 8 August, 2014.
For more information, please visit PUMA Malaysia Facebook page at: https://www.facebook.com/PumaMalaysia
To view the Forever Faster TVC, please click on the following link: