Puma Dances Into Fall Print Push

BOSTON Tank Design’s fall ad push for athletic footwear and clothing company Puma uses bold neon colors and acrobatic poses in a national print push that reprises the theme, “I’m going.”

Puma partnered with Tony Award-winning New York dance troupe Bill T. Jones/Arnie Zane Dance Co., known for its avant-garde work, to perfect the campaign.

“The campaign is about the combination of energy and elegance,” said David Warren, creative director and founder of Tank. “The series of images abstracts the idea of being active in a way that is both visually arresting and sophisticated.”

The goal, according to the company, is to focus on the fusion of bodies and products, rather than linger on pretty faces.

Photographed in New York this spring, the dance imagery comes in eight different iterations called “Getaway,” “Glide,” “Jump,” “Reach,” “Rush,” “Stretch,” “Swing” and “Twist.” The campaign features products from Puma’s recently launched Urban Mobility Collection—accessories for on-the-go city dwellers.

The new work will appear in Maxim, Details, Lucky and other publications; it will also form the basis of point-of-sale, catalog and online iterations.

The client spent $5 million through the first half of 2007 after spending about $15 million last year, per Nielsen Monitor-Plus. Both Puma and Tank are located in Cambridge, Mass.

The second-tier athletic-shoe space has been especially active of late, with New Balance currently reviewing its account and Converse recently hiring Anomaly as its new agency.