Puma Forever Faster Usain Bolt billboard

Utilising world class athletes and Olympians like sprinter Usain Bolt, the 'Forever Faster' campaign by JWT New York has a mission to help Puma become the fastest sports brand and no doubt take back some of the glory enjoyed by the likes of Nike and Adidas (so it's helpful when you have the fastest person ever on your outdoor ads).

The creative used for the outdoor campaign shows Usain Bolt in the set position right before making a run, and the word ‘doubt’ struck out. Puma claims that the rationale behind making Usain Bolt the ambassador for this campaign is because he is the strongest in terms of physical assets and someone who cuts across age groups. Apart from outdoor, the brand has also used different imageries for the digital platform involving soccer players and in markets other than India, the outdoor as well as digital extends to golfers and other athletes. For establishing a pan India messaging, the month-long outdoor campaign that started from the last week of September is running across 60 cities, with the bulk going to the top eight metros. Apart from this, Puma has also taken up spots in Jammu, Kochi as well as Vizag.