Usain Bolt launches ‘Forever Faster’ for Puma in India
PUMA launched its new brand platform “Forever Faster” in India with none other but the fastest man on earth- Usain Bolt, at a grand event in Bangalore. Adding to the significance of Usain Bolt at the event, the new brand platform conveyed PUMA’s mission to become the Fastest Sport Brand in the World.
Cream Events, which was appointed with the mandate to execute the three back to back events; designed experiences, enabling the brand to showcase its rich offering in an exciting format across the events through elements of décor, branding and interactions with Bolt, targeting different audiences.
The day’s event commenced with Bolt’s first interaction with the media at a Press Conference. The décor designed at the venue was created to accentuate the brand and Bolt in their utmost spirits. Branded flags and tiered seating at the event added to the sporty look, setting tone for the events following.
As the day progressed, Bolt arrived at Chinnaswamy stadium to play a unique cricket game with popular cricketers like Yuvraj Singh, Harbhajan Singh and Praveen Kumar. Audiences experienced the stadium enveloped in the brand with elements presenting the brand ethos. The Olympic sprinter showed to his adoring fans why he almost became a legendary cricketer before becoming the Fastest Man on Earth. The exhibition match also saw a race-off between Bolt and Yuvi to see who could run faster on the tracks, as well as a power-hitting challenge. The two legends entertained over 6,000 fans at the stadium through various activities in the course of the 3 events executed in a duration of 8 hours.
Later in the day Bolt visited PUMA Social Club where he engaged the audience with his exuberant personality and talent of Djing. Presenting his association with PUMA, Bolt said “Forever Faster is a great slogan, it describes me perfectly. I’m overwhelmed by the love shown by the people of India and I’m thrilled to be here as a PUMA Ambassador”.
Elucidating on the initiative, Rajiv Mehta, MD, PUMA India said “Forever Faster- the new brand positioning is about PUMA reminding people that we are and will continue to be the fastest sports brand in the world. Having the Fastest Man in the World here in India to launch Forever Faster – Usain Bolt himself - we could not have it any better.”
Speaking about the operations on the event, Nilesh Gurav, Head – Operations, Cream Events, said “With the event being of an international stature, it was perennial to ensure that we had the right support from the police for security, the government to ensure smooth movement within the city, the stadium to plan the event and enough resource to challenge the unpredictable Bangalore rain. With all these challenges catered to, a landmark event was created for all to see and experience.”
