Puma is making sports performance the heart of its new marketing campaign. Under the name 'The Nature of Performance' and developed in collaboration with Droga5, the initiative showcases the Puma product and the performance of athletes.

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The campaign is stripped-down and simple in style, presenting the technical characteristics of products and athletes active in various sports, encompassing the football running, training and fitness categories. Beyond the campaign, which also includes a series of short films made with video production company Juliet Zulu, 'The Nature of Performance' is a platform whose launch coincides with the release of several technical products from Puma.

“With 'The Nature of Performance', we have found our own unique voice within the performance space,” said Filip Trulsson, director of international marketing at PUMA, which had previously focused more on its lifestyle products in its After Hours Athletes campaign.

However, the company’s effort to refocus on the sport performance category is not a new one. Franz Koch, CEO of PUMA told FashionMag.com in March 2012: “We currently earn 65% of our sales with the lifestyle collections and 35% with sports performance. Our goal is to reach 40% with sport performance by 2015 and 60% with lifestyle.” That goal has likely been accelerated following the announced change in management in December in the wake of Puma’s poor earnings. Franz Koch will step down at the end of March and a new team, whose views are more in line with parent company PPR, will gradually be formed.