2013 signals a pioneering year for PUMA, as the global sport/lifestyle brand re-energizes its performance positioning through the introduction of a new cross-category performance platform: The Nature of Performance. The Nature of Performance underpins a new creative and marketing campaign, in addition to serving as the inspiration for a collection of innovative new products in the football, running, training and fitness categories. In addition to innovative new product introductions, PUMA is also introducing for 2013 a unique naming and labeling concept designed to make it easy for consumers to identify which products best fit their performance needs. The PUMA CELL system consists of 14 CELL names, each of which corresponds to a specific key performance benefit including dryCELL for moisture management, visiCELL for increased visibility and powerCELL for compression. PUMA CELL is a proprietary system the brand has developed to ensure product benefits are clearly communicated and identifiable to the consumer. The Nature of Performance platform launch coincides with a series of innovative new product introductions in Spring/Summer 2013, including groundbreaking footwear and apparel styles for running and training.
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