Business strategy, product design, research, social analysis, branding concepts, product introduction plan and materialsProduct/Service:
Ultimate Frisbee Clothing Gear Brand LaunchInsights:
A Puma executive's pet project. A growing sport was missing original authenticity.Strategy:
We researched the roots of the game interviewing both current and the first ex-college players. We then developed an Ultimate Frisbee sub-brand for Puma : UP (for Ultimate Player) based on the authentic, original roots of the game, developing the brand manifesto, product designs and social opportunities within the Ultimate Frisbee enthusiast communities.
The brand and products were universally, enthusiastically loved by modern Ultimate players.
However, Puma discontinued the line.