Black and White and Read All Over
The first decade of the new millennium was a heady time for the sneaker industry. What was old was new again and brands like PUMA with a rich heritage were able to capture the imaginations of a whole new youth market. By 2002, PUMA had revitalized its brand and established a leadership position with its products and offline marketing. However, its online marketing efforts had lagged and consisted of several legacy sites from the mid '90s.
challenge
Redefine the company's online presence while supporting the marketing efforts of dozens of international business, each of which positioned the brand slightly differently.
- Capture the essence of the irreverent, forward-looking, and far-reaching brand.
- Create a brand platform upon which high-performance and high-fashion could happily co-exist..
- Ensure that the site "played" in each of PUMA's major global markets.
- Push technology to the limits to create an immersive experience while keeping the site easy to maintain.
solution
A completely redesigned PUMA.com created maximum brand impact while supporting internal business needs. The new site reflected the innovation and vitality inherent in the brand with its use of cutting-edge Flash technology. A sophisticated system of XML and actionScript enabled all content and graphics to be pulled from externally maintained databases. By creating a malleable site structure and separating the presentation layer from the content, PUMA's marketing department could easily maintain the site without ever having to touch a line of code. The site functioned in eight languages including Korean, Japanese, and Russian and international business units maintained their own sites by populating their databases with unique content and graphics.
role
- Client relationship
- Creative direction
- Concept development
- Interface design
- Flash implementation
PUMA International
