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THE CHALLENGE
The brief was to build a deep-rooted, long-term connection with a community not a campaign burst that fades once the posters come down.
That meant showing up somewhere people already spent time repeatedly, and letting the brand become part of the space rather than an interruption in it.
How do you turn a global brand into part of a local community?
THE RESULT
Because this was an ambient, community-embedded placement rather than a trackable digital campaign, the results are qualitative, but the sentiment is strong and consistent.
Asked about their sense of connection to the brand, the recurring theme from the community was appreciation for a brand that showed up and supported them, not just advertised to them:
"We appreciate what Puma have done and how they've supported the community. It's made a huge connection with us, it's more than a brand, it's like it's looking after us."
That's the payoff of the strategy: not brand recognition, but a sense that Puma was part of the community itself, across generations.
Puma needed more than visibility, they needed to become part of a community's daily life, not just pass through it.
HOW WE GOT THERE
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Venue takeover: large-format graphics of Puma athletes Usain Bolt and Eilidh Child transformed the venue's walls
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Centrepiece: an oversized, suspended shoe box created a physical, immersive focal point
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Approach: designed to be lived with daily, not glanced at once building familiarity through repeated, ambient exposure rather than a single hard sell
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Longevity: the installation became a permanent fixture of the venue, not a temporary campaign
THE IDEA
Instead of a traditional out-of-home placement, the strategy "hijacked" a community space entirely, embedding Puma into the fabric of The Damilola Taylor Youth Centre itself, using athletes the community already looked up to as the emotional anchor.
Screenshot of Arch's Creative live site, showing
he segmentation and positioning strategy in use.
Site design and build by Arch Creative's team.
THE IDEA
Instead of asking young people to come to Puma, we brought Puma into a place they already valued.
THE CHALLENGE
Puma wanted more than visibility a lasting connection, not a campaign that disappears once the posters come down.
How do you turn a global brand into part of a local community?
HOW WE GOT THERE
A complete venue takeover a giant suspended shoe box, athlete imagery, branded walls built to be lived with daily, not glanced at once.
THE RESULT
Puma became part of the environment young people returned to week after week.
The project went on to win Gold at Cream Midlands 2014.
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