When Premier League champions Leicester City run out on to the field to defend their title in the new season, it will be in a new kit launched by PUMA Global at a speed to rival star striker Jamie Vardy.
Processing a new kit launch of this size usually takes eight weeks, but PUMA commissioned marketing company Inspired Thinking Group (ITG) to create all the launch assets in just two weeks.
ITG created over 100 assets for the kit launch, spanning print, retouching, digital, social media and PR, for use by both the club and PUMA Global. ITG also created retail mock-ups, in-store print and installations, and a stadium site survey for the project.
The reactive campaign’s need for a quick turnaround was met comfortably by ITG, thanks its easily scalable 24/7 artworking studio, which boasts over 150 creatives working round the clock for companies such as PUMA, Heineken, M&S, Sainsbury’s and Renault.
The marketing company’s support for PUMA has expanded recently, with use of its copywriting service and increased account management.
ITG’s copywriting team illuminated the dark underbelly of life in mid-70s New York City for the launch of the new PUMA/Alife Fear City street style range.
Welcoming visitors to the launch event, a large printed wall displayed text referencing and playing on the wording of ‘survival guides’ handed out by police to visitors to the metropolis. The wall was a focal point and key ingredient of a remarkably successful launch event.
As PUMA’s lead artworking agency, ITG has been providing POS, digital, quality control and artworking services to PUMA for four years. As well as the UK and Ireland divisions, ITG also works with many of PUMA’s various European branches, including its French and Italian headquarters.
ITG’s head office and artworking studio are based at Fort Dunlop in Birmingham. It has a technology centre in Dartford, where it develops marketing resource management platform Media Centre. Media Centre manages all the marketing administration tasks faced by its clients, including briefing, requesting quotes, managing assets, approving artworks, planning campaigns, managing suppliers and reporting on all marketing activity. The company also manages a large-scale print operation for many large retailers and brands.