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PUMA – Brand Repositioning for Japan
Context
Global brand repositioning campaign (“FOREVER FASTER”) at pitch stage.
Challenge
Adapting a disruptive global message into Japanese without losing credibility or pushing beyond what would feel acceptable in the local context.
Approach
Proposed a Japanese tagline at pitch stage, reframing “Calling All Troublemakers” into a character-driven expression that kept the campaign’s rebellious edge while staying within a culturally credible range. This calibration extended to subtitles for the TV commercial featuring Usain Bolt, ensuring the same narrative energy held on screen without creating cognitive friction.
Outcome
The tagline was selected for the Japanese market, and the campaign landed with its intended positioning intact.
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