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Hummer sports brand debut design underwear series
Puma has recently introduced its first in-house designed underwear collection, marking a bold step into the undergarment market. This new line is set to launch in the spring and summer of 2010, with an advertising campaign beginning in February. The brand is taking a playful and humorous approach, using quirky scenarios that feature characters transforming into unexpected objects—like a man and woman turning into a hamburger and hot dog, or a policeman and a weightless person morphing into space astronauts. These ads aim to capture attention through wit and creativity, aligning with Puma’s reputation for bold marketing.
The campaign will run across both traditional media and online platforms, showcasing the brand's modern and daring image. Alongside the underwear line, Puma is also introducing a range of women’s tank tops, including styles like the "Puma Shiny Zebra Cip Camisole," "Matt & Shiny," and "Animal Cup Camisole." These are paired with matching panties featuring designs such as "Yarn Dyed Strip," "Texte Diagonal," and "Taille Rayée." For men, the boxer briefs come in a variety of colors and are marketed as a feminine yet sporty style.
This collection is available at select PUMA stores and exclusively on bodywear.puma.com, with prices ranging from €14 to €22. The launch reflects Puma’s continued effort to expand its product offerings and appeal to a broader audience while maintaining its edgy and youthful brand identity. With this new line, Puma is not only entering a new market segment but also reinforcing its position as a trendsetter in the fashion and sportswear industry.