‹   Back to Projects

PUMA Fight4Fairness

PUMA has a proud legacy of supporting athletes who achieve greatness despite facing great adversity—be it from racism, sexism, homophobia, disability, or poverty—and then use their success to level the playing field for younger generations. As PUMA embarked on a global rebranding effort, they engaged GOODcorps to shape and define a social impact platform.


What happened

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.

What GOODcorps did

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.


  • New platform soft-launched October 2014 as social media-driven storytelling about PUMA heritage athletes and their #fight4fairness
  • Larger scale activation programs are planned for 2015
  • Searched within PUMA for the source of its social impact platform, which was instantly adopted as part of the brand
  • Hailed by heritage athletes, including Walt “Clyde” Frazier