Success Stories

PUMA x Scuderia Ferrari:

Speed, Style, and Storytelling

The Assignment:

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 a major upcoming lifestyle collection with Scuderia Ferrari that was anchored by driver Charles Leclerc.

The campaign required compelling copy and positioning that bridged racetrack performance with everyday fashion appeal.. The content needed to engage both motorsport devotees and broader lifestyle consumers. More importantly, our work needed to help PUMA articulate a gripping heritage-meets-innovation story that resonated across digital, retail, and fan-specific touchpoints.

The Challenge:

The brand needed to articulate a clear, differentiated narrative for its PUMA for Scuderia Ferrari HP collection, compared to the brand’s standard Scuderia merch. This was a capsule that honored Scuderia Ferrari’s racing heritage while elevating the lifestyle appeal for fans beyond the track. With Charles Leclerc at the forefront, messaging had to balance performance credibility with style aspirations in a crowded lifestyle market.

There was, of course, risk in reducing the collection to simple, licensed apparel rather than building an emotional brand story that spoke to the enthusiasm, speed, and innovation of the sport (and marque).

The campaign demanded content that felt authentic to motorsport culture, appealing to diverse audiences from die-hard F1 followers to fashion-driven consumers.

The Approach:

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

For the Scuderia Ferrari HP line, we positioned the collection as “rooted in heritage, driven by innovation” and focused on spotlighting Charles Leclerc as the embodiment of speed, sophistication, and an authentic racing ethos. Copy emphasized the emotional legacy and pride represented in the design elements, reinforcing desirability beyond your bog-standard, utilitarian motorsport fandom.

In it, we ensured a consistent voice across all channels and touchpoints (e-commerce, social media, in-store signage), creating narrative hooks that drove emotional engagement.

The Outcome:

The revised positioning and messaging strategy delivered substantial impact.

The narrative around heritage and innovation of the marque strengthened brand perception among style-forward motorsport fans and fashion consumers alike. Featuring Charles Leclerc as the creative and emotional centerpiece helped anchor the collection in authentic racing culture while offering an aspirational lifestyle appeal. This clarity in positioning expanded audience reach and boosted engagement on social platforms.

Overall, the cohesive copy strategy helped PUMA position both the collection as authentic, desirable, and culturally relevant, elevating brand perception within and beyond the motorsport community.