The after-hours Athlete

Love this new work from Droga5 for Puma. The creative is pretty good, and the strategy is spot on too. The reframing of "athletes" as everyday people who train at night, eat kebabs but are just as passionate as traditional sportsmen is great. Sports brands have appealed to amateurs before of course, but there is something nice about the articulation, and the move away from traditional sports. Watch the video.