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Home Page > Magazine > N°56 Janvier 2012
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16/01/2012 - Puma

The new mix: youth, sports and events

Sports brands are more and more aware of this fact: in order to reach the young consumer living in an interactive world, they have to leverage imagination and experiential. Brands are not only looking to sell products but also wish to be a part of its consumers’ lifestyle. And this is mostly done through the creation or appropriation of dedicated spaces, shaping the reality of the brand. Let’s take a look at two events organized by action sport Californian brand Volcom and Puma, which wishes to extend its PUMA Social campaign success to 2012.

‘We honor groups of friends who have fun playing, singing, dancing and practicing sports in bars rather than in the gym. The campaign rejects the seriousness of traditional sports and celebrates fun, music and social sports which are ever-lasting and authentic ‘Johan Bondu, Marketing Director of PUMA France.

To kick off 2012 in style, PUMA continues its PUMA Social campaign with the launch of its Le 114 bar residency in Paris on January 19 to offer its dedicated sports urban field renamed for the occasion ‘Le 114 by PUMA Social’.  The brand moves in from January to August 2012, until the end of the Olympic Games, where the ‘After Hour Athletes’ will be able to vent out with the help of a Ping-Pong match, pool, darts and even baby-football. Apart from these sporting activities, PUMA will also bring its personal touch with the help of the Airnadette, a showmen and women ‘Air Music’ group. Thanks to an open scene, bands will also be able to play on Thursdays and Saturdays, and a few surprise appearances like the ‘Ultra limited and collector collections’ co-branded by PUMA/Rudness & Airnadette are expected.

Volcom launched its 9th annual 'Peanut Butter and Rail Jam' (PBRJ) in North America on January 7 in Tahoe, CA and expects to begin the European portion on January 21st in Andorra and Switzerland. The PBRJ is a free entry snowboard competition open to beginners and pros alike, with 4 categories: 15 and under, 16 and over, Girls and Open. The top 5 in each category will qualify for the PBRJ Championships and for a chance to win thousands of dollars/euros in prize money, and many other awards in partnership with Electric. The North American championships will be held in April at Mammoth Mountain, CA (stop 14) and in Europe in Avoriaz, France (stop 20) at the end of March. This is an excellent opportunity to gather young riders across North America and Europe and give them a chance to ride on original rail setups. And where did the name 'Peanut Butter and Rail Jam' come from? Highlighting a true culinary symbol of young American culture, peanut butter and jam sandwiches are handed out to famished snowboarders at each competition!

Find out about the ‘Le 114 by Puma Social’ by Puma program here:
Facebook: http:// facebook.com/CENTQUATORZE
Tumblr: http://durocketduroll.tumblr.com/

Watch the Peanut Butter And Rail Jam 2012 video organized by Volcom here:
http://www.volcomeurope.com/news/article_new.asp?articleID=1479

Find out all the dates of the Peanut Butter And Rail Jam 2012 by Volcom here:
http://www.volcom.com/pbrj/indexIntl.asp?seasonID=22

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