Male Millennial, Gen-X Opps: Puma enters swimwear market, sponsors Formula 1 (Score 25)

Sales lead: Reach out to help this company promote its new offerings or to offer sponsorship assistance. 

• Puma recently entered a new market by launching its first US swimwear line.
• The collection is called Puma Swim and includes men's, women's, and children's swimwear.
• Puma Swim comes in a wide variety of styles, colors, sizes, and fits. 
• We told you about Puma naming McKinney global creative AOR in March. 

In other news:

• Puma recently entered a multi-year deal to become the exclusive licensing partner and retailer of all Formula 1 races starting in 2024. 
• The company will design Formula 1 licensed apparel, footwear, accessories, and team uniforms. 

Target demographic: Gen-Xers & millennials with a male skew

The company will likely: 

• Continue experimenting with new product offerings
• Seek additional sponsorship opportunities
• Keep ramping up ad spend
• Review agency relationships (recent AOR shift)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Puma spent approximately $1.3m on national TV ads YTD, a huge jump from $7.2k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell slightly (9%) from $257.6k in 2021 to $233.2k in 2022. 
• Ad programming: It placed ads during programming such as NBA Basketball, PGA Tour Golf, NBA Countdown, 1st Look, and Blade [Movie].

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Puma spent around $7.6m on digital display ads YTD, a 31% increase from $5.8m spent in this channel during the same time period of 2022. 
• YTD data: 896.8m impressions via Instagram (34%), Facebook (33%), YouTube (23%), desktop display (7%), desktop video (2%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend jumped 90% from $16.7m in 2021 to $31.7m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, twitch.tv, and hypebeast.com. It placed 1% of these ads indirectly through Google AdX+AdSense and Criteo onto sites such as ebay.com, city-data.com, golf.com, listenonrepeat.com, 9gag.com, and yahoo.com. 

Additional channel insights  

• Vivvix: Puma also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Puma recently picked up McKinney, so reach out to see if it plans on making any more changes. 
• Current roster:
  • McKinney: creative 
  • Berk Communications: PR AOR
  • Talon America: digital AOR
  • Havas Media Group: media AOR