Adam & Eve/DDB grabs Puma creative account

Sports brand Puma has named Adam&EveDDB as its global creative account agency after a competitive pitch.

According to the sportswear brand, the agency’s strategy will elevate the brand and bring “PUMA’s credentials to the forefront”, to help establish it as the leading sports performance brand in the market.

Adam&EveDDB‘s first campaign for the brand will be unveiled in Spring 2025.

This move comes during a period of change for the brand, having appointed Julie Legrand as its senior director of global brand strategy and communications earlier this year. Legrand was previously the global director of H&M and worked for Procter &Gamble for over a decade.

“Part of my mission when joining the Puma team early this year, was to oversee and further elevate the Puma brand in the minds of consumers. I am delighted to be working with Adam&eveDDB to delve into our DNA and to develop a brand campaign for 2025 that brings to life our new global brand strategy. With their emotionally charged creativity we can build deeper, more meaningful connections with our consumer,” said Legrand.

Puma vice president of brand and marketing, Richard Teyssier added: “Puma is the home to some of the best athletes, teams, and ambassadors in the world and we have a clear ambition to position Puma as a leading sports performance brand.

“We aim to be at the forefront of innovation and trends, not only on our products but especially when it comes to the brand and marketing. With Adam&EveDDB, we found a partner capable of helping us build an emotional connection with our consumers, while unifying the Puma brand under a single global strategy across our extensive sports portfolio.”

The account will be led by Adam&EveDDB’s London and Berlin offices.

Adam&EveDDB CEO Miranda Hipwell said: “Communicating all that PUMA has to offer is a gift. Our teams in London and Berlin are immersed in all the feelings that get people moving; we can’t wait to tell the brand’s unique story which has been so brilliantly distilled by Julie and the team.”