Puma Advances as Sportswear Brands Race for Gen Z [Yahoo! Finance]
Nike, Inc. (NKE)
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Source: Yahoo! Finance
The German company-one of the "big four" sportswear brands alongside Nike, Adidas, and Under Amour-has seen its reputation improve since launching its largest ever global campaign in March. In the U.S., Puma's favorability score among Gen Z climbed from 31.5 in March to 34 in April, according to Morning Consult, a data analytics firm that tracks how consumers perceive thousands of brands each day. The brand's latest marketing effort also coincides with a change in consumer behavior. In late March, web searches for Puma rose on Amazon, Walmart, and Target, according to data from Stackline, an AI-enabled retail intelligence and activation platform. "Go Wild," created by Puma's new agency partner adam&eveDDB, represents an intentional shift in marketing strategy to better resonate with younger audiences. It also saw Puma increase its marketing investments by 40% compared to last year. Puma's marketing push is part of a turnaround strategy as it grapples with weakening business p
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