PUMA | AFTER HOURS ATHLETE | 2011
"A 5 AM taxi is way more fun than a 5 AM run" / PUMA "AFTER HOURS ATHLETE"
"A 5 AM taxi is way more fun than a 5 AM run" — with this one line, PUMA rewrote the definition of sport in 2011. Pool, darts, karaoke. No sweat required, no records needed. This ad declared that the stamina to party all night long is athletic spirit itself.
The problem
At the time, PUMA couldn't match the financial muscle of Nike or Adidas and was losing ground in youth culture. The market was dominated entirely by elite athletes, sweat, and records—a deadly serious approach to sport. Droga5 asked the question: "Sport has gotten too serious. Where did the fun go?"
The insight
The target audience didn't think of themselves as athletes. But on weekend nights, they poured the same passion and competitive drive into nailing a shot in pool or holding their ground on the dance floor. Is there really any essential difference between sinking the 8-ball with a bank shot and winning a 100-meter race?
The idea
PUMA named these all-night revelers "After Hours Athletes." With the tagline "75% is enough," they skipped celebrities entirely and instead had Nash Kato of the rock band Urge Overkill provide whiskey-voiced narration. Director Ringan Ledwidge captured New York nightlife with handheld cameras.
What happened
The campaign won the Grand Prix in the Film Craft category at the 2011 Cannes Lions. It wasn't praised for any single technique, but for how all the pieces worked together as a whole. Sales of staple products like the PUMA Suede and T7 Track Jacket grew by 30%.
Afterthought
"Staying up until 5 AM is just as hard as waking up at 5 AM" — that line really hit home. Running and jumping aren't the only proof of being an athlete. A hand gripping a pool cue all night deserves the same respect. While Nike and Adidas shouted "give it your all and win," PUMA whispered, "75% is just fine." Every time I throw darts late at night, I think of this ad.
Awards
- Cannes Lions Grand Prix 2011
