Expert Brand Repositioning for Japan: PUMA's Success StoryExpert Brand Repositioning for Japan: PUMA's Success Story
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Yoshiko Nonaka
• Apr 23
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.
Brand StrategyCopywritingFigmaNotion
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