US consumers seem to be reining in spending as they wake up to the Trump dawn, bad news for European companies also facing a bizarre collection of tariffs from the new regime. Zara owner Inditex and Puma are among those forecasting a slowdown.
Puma seems to have lost ground against an increasing number of competitors and adam&eveDDB is on the case to help restore its fortunes with a new global campaign majoring unashamedly on running. Sports brands these days are mostly as much about fashion as sport. Running in Pumas gives you a high, it seems.
Tricky one this: it’s global so it has to major on images and music, which, in this case, seems a suitable ear-worm contender. Likely to dent Nike and Adidas and all the others?
Jury’s out.
MAA creative scale: 6.
