Success Stories

PUMA x Drive To Survive

Away We Go

When the world-leading sports and lifestyle brand PUMA aimed to elevate its presence in the booming world of Formula 1 and global motorsport culture, the apparel giant turned to WestWord for strategic creative support. PUMA wanted to sharpen its positioning and build a compelling narrative around an upcoming Formula 1: Drive to Survive collection that coincided with the season opening on Netflix.

The campaign required resonant copy and positioning that engaged gearheads and lifestyle consumers alike. More importantly, our work needed to articulate a heritage-meets-innovation message that worked across digital, retail, and fan-specific touchpoints, and it would be delivered in time for the latest season of Netflix’s hit Drive to Survive documentary series.

The Challenge:

PUMA faced a key challenge in this launch. The brand needed to craft positioning that captured the adrenaline and cultural momentum of F1 fandom, while translating it into a wearable lifestyle range.

This collection wasn’t meant to feel like simple, licensed merchandise but rather a celebration of the entire F1 sport. Because of that, we needed to make sure the copy felt authentic to F1 culture, appealing to the die-hards as well as the casual fan of the viral television series.

The Approach:

To address these challenges, we developed a narrative that fused performance heritage with contemporary lifestyle appeal.

For the Drive to Survive launch, we leaned into the cultural zeitgeist of the Netflix series, capturing the raw energy and narrative of Formula 1 through dynamic, cinematic language. Messaging highlighted the blur of speed and intensity reflected in the apparel to transform the collection from mere licensed apparel to artifacts of the F1 experience.

In our work, we ensured a consistent voice across all channels and touchpoints (e-commerce, social media, in-store signage), creating narrative hooks that drove emotional engagement to the most ardent fanatics.

The Outcome:

The revised positioning and messaging strategy delivered substantial impact. Our messaging turned what could have been straightforward licensed merchandise into a compelling cultural moment tied to the global excitement around Season 7 of the Netflix series. By emphasizing speed, energy, and the emotional rush of F1 culture, the language appealed not only to series fans but lifestyle shoppers seeking performance-inspired fashion.

This approach strengthened the relevance of the collection beyond the show’s immediate audience, contributing to heightened visibility in press outlets and consumer buzz during the launch window.