3st kommunikation

Just like its namesake, the PUMA brand strives to go higher and farther for itself and its target group, a maxim that can also be experienced first hand in the online annual reports. With 3st kommunikation, they found an agency that – year after year – transforms a reporting obligation into superlative freestyle visuals. Inspired by one of the colour lines of the PUMA Fast-RB NITRO Elite running shoe, this report is a shining example of intelligent storytelling that ties in with the company’s 2024 global brand campaign.

Interview with Raban Sidon

Red Dot: For several years now, the PUMA annual report has been impressing with new approaches. How do you generate the ideas?

That’s the beauty of a long-standing collaboration like the one with PUMA. You develop a keen sense of which topics are particularly relevant for the customer. In April 2024, PUMA launched “See The Game Like We Do”, its first global brand campaign in over 10 years. It was immediately clear to us that we would build on this – also because we recognised the visual potential of the lenticular effect and implemented it interactively. It was the starting point for this year’s animation and interaction principle.

The emotional approach to the brand is very pronounced at PUMA. How did you implement this in the online annual report?

Probably the biggest goal for athletes worldwide is to take part in the Olympic Games. There they fight and struggle – and win or lose in the end. You can hardly get more emotional than that in elite sport. That’s why we have dedicated three stories in this report to the Olympic and Paralympic Games. After all, PUMA works closely with its athletes to provide them with the best possible equipment – so that they can break records and win medals. That’s exactly what we wanted to highlight.

The prominent integration of PUMA’s sustainability activities also plays a role …

As an international brand, PUMA has a special responsibility to act sustainably. Today, consumers and stakeholders expect companies of this size to invest in more environmentally friendly products. With the RE:FIBRE process, PUMA has developed a unique approach to recycling polyester material to create millions of football jerseys. This innovation was definitely worth a story for us.

Has the role of annual reports changed? 

With the extended requirements of the CSRD regulation, our clients’ need for support from us as an agency is growing. For brands like PUMA in particular, it remains essential to report not only in terms of content, but also visually and strategically – in order to bring the brand essence to life and inspire the target groups. An annual report with a user-friendly structure that not only fulfils the reporting obligation in the best possible way, but also convinces with targeted, emotional storytelling, can certainly contribute to customer loyalty.