Puma had an Instagram image problem. Hey, we’ve all been there. Sometimes you just need to change the whole visual direction and start something new. And that’s what we did. We merged @PUMARunning and @PUMATraining, all while demonstrating the brand’s position as the most self-expressive and stylish performance brand. When we launched @PUMAPerformance, we tapped into the Performer audience—a group that’s as committed to their interests outside of the gym as they are in it. They’re also individuals who have an incredible bullsh*t filter. So while we wanted to make a huge impact after the launch of @PUMAPerformance, we had to set ourselves up for success with a creative direction that didn’t set off any BS or inauthentic alarms.