PUMA Takes on the Circular Economy
In the spring of 2024, with the UEFA European Championships set to kick off in Germany that summer, PUMA wanted to communicate its soccer jersey recycling campaign and reiterate its commitment to environmental sustainability to the millions of traveling fans set to visit the country. PUMA asked WestWord for help.
The Task…
PUMA wanted to inform the customer about its Re.FIBRE initiative, but the company also wanted to encourage people to participate by bringing used textiles to specific drop boxes located around Germany. So the text needed to more than educate. It needed to motivate.
Education
The project used a mix of plain text and captioned carousel images to help the reader understand the value proposition and the recycling process.
Motivation
The campaign motivated participation by highlighting scale and using PUMA’s stable of sponsored clubs in a way that suggesting that participation meant doing something good alongside your favorite clubs and players.
Action
To encourage participation, the campaign reiterated the necessity to take action as an individual and help out. It also employed interactive maps to help participants find the drop off locations, helping to reduce the friction involved in participation.
For more information about PUMA’s Re.FIBRE campaign, check out their website.