Puma Appoints Y&R as AOR China

Leading German sportswear manufacturer PUMA China has appointed Y&R as its creative agency of record for its fast-growing business in China.

Y&R China won the business via competitive tender, which will see the agency overseeing PUMA’s brand strategy in China, handling creative solutions, focusing on digital and social activation.

Covering PUMA’s full product range, across sports style and performance wear, Y&R’s scope will also see the agency handling celebrity campaigns and collaboration projects for the sportswear giant.

Commenting on the win, Annie Boo, CEO of Y&R China, said: “We are excited to work with PUMA, they are a cool brand doing exciting things in the local market.

“Using insight from our proprietary BrandAsset® Valuator (BAV®) tool, we were able to give PUMA a deep dive into their business in China, and based on our findings, provide them with informed creative strategies to take their business to the next level in the market.”

PUMA, which is headquartered in Herzogenaurach, Bavaria, Germany, is the third largest sportswear manufacturer in the world, producing casual and athletic footwear, apparel and accessories.

China continues to be key market for PUMA, with the company reporting increased turnover of 1.13 billion Euros in the first quarter of this year, largely owing to increased demand for its products in the market.

Alex Liang, Senior Head of Marketing for PUMA China, said: “We were impressed by the Y&R team, who rather than simply pitching us a creative idea, provided us with a much more insightful and holistic approach to boosting our business in China - covering all the bases.

“China is a very important market for us globally, and we look forward to working with the Y&R team, who we are confident have the skills and expertise necessary to take our brand forward in the market.”