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Reimagining Shoe Packaging with Puma

Industry News, Special Promotion

Reimagining Shoe Packaging with Puma

When game-changers collaborate, the results are bound to be extraordinary. From PUMA and Boston-based experience agency Cramer comes new and exclusive shoe packaging for up-and-coming soccer players in the PUMAPitch loyalty program introduced in early 2017.

PUMAPitch members receive their soccer shoes in a sleek, coded lockbox made from everlasting polypropylene in place of traditional cardboard. Each case is imprinted with an anthem celebrating “a commitment to work harder, play harder and to demand more from themselves, their gear and the game.” Within the wording lies the code to unlock the box, turning purchase into experience.

“From the beginning, we knew we wanted to create exclusive packaging for our first PUMAPitch members, but we also wanted to do something totally unexpected – something young athletes would talk about, and remember,” said Kellie Ambrose, Marketing Manager at PUMA, in a press release. “Through our partnership with Cramer, we invented an exclusive packaging that doubled as an exclusive brand experience.”

Duggal Visual Solutions was called into the huddle during design, with Senior Account Executive Carole Garcia leading production of dimensional, varnished metal prints permanently hand-mounted on the outside of the boxes, plus postcards and stickers to further strengthen the connection between brand and loyalist.