The Germany based company of Puma had been focusing on the female audience with great success and wanted to use that momentum to catch the attention of a young male target group between 18-25 years of age. On a global scale, Puma had been working with Rihanna, Cara Delavigne, Big Sean and The Weekend as brand-ambassadors and needed a local ambassador to make the campaign come to life in Denmark. Providing Puma Nordic with solid exposure by teaming up with KESI, STEPitUP made that happen, and has had a leading role in finding the right match, negotiating the activities on behalf of Puma Denmark and closing the contract and also as project manager during the collaboration, creating a campaign between a sports brand and an artist who together tell a contemporary narrative about- and to the targeted male audience.
The Danish rapper KESI was a perfect candidate to take upon him the leading role in the story about PUMA. KESI conveys integrity and has an honest approach to what he does – exactly like PUMA.
KESI delivered exclusive content and interviews for the press and the customers.
In spring 2018, two campaign photos in which KESI is wearing the Thunder line were featured in five Danish fashion stores among those Storm, Rezet and Støy. KESI himself wore the PUMA line (clothing and footwear) during his performances throughout 2018, he uploaded minimum six posts about PUMA on his social medias.
Additionally, the campaign included a four-week collaboration in September 2018 with selected SPORT24 stores, where four pictures and video screens with KESI’s music and an exclusive video with Puma styles were displayed instore as well as on the various social media platforms of SPORT24.
The Sport24 campaign also included eight concert tickets with 4 x 2 meet’n’greet lasting approximately 15 minutes being the winning prizes of a competition by SPORT24 in collaboration with PUMA.
KESI’s timely music release played very well together with the campaign and created additionally exposure combining the brand with new music.