The result of the GOODcorps work is the #Fight4Fairness social impact brand platform, which will re-assert PUMA’s proud heritage in supporting athlete changemakers like Clyde Frazier, Tommie Smith, and Martina Navratilova. This authentic initiative positions PUMA to engage sponsored athletes’, 100K employees on 6 continents, and millions of passionate consumers, to act upon their shared commitment to sport as a force for good together under the PUMA #Fight4Fairness banner. The #Fight4Fairness initiative soft-launched as a social media campaign in 2014.
GOODcorps led PUMA through a research and discovery process to set the foundation of PUMA’s social impact brand platform. We powerfully articulated this value through an authentic, socially impactful brand strategy called #Fight4Fairness. GOODcorps remains PUMA’s social impact agency and continues to develop activations in partnership with central and regional marketing teams.