Consulting – PUMA RUN Southeast Asia
YEAR
CLIENT
SERVICE
THE BRIEF
In early 2024, PUMA Southeast Asia appointed Betterment Sports as its dedicated RUN Southeast Asia strategy consultancy. The mandate: build a unified, credible, and performance-driven framework that could guide PUMA’s running ambitions across a diverse and fast-growing region.
With six priority markets — Singapore, Malaysia, Thailand, Indonesia, Vietnam, and the Philippines — PUMA required a scalable, region-wide blueprint that could be adopted by local teams yet remain aligned with global high-performance standards.
Development of the Southeast Asia
Running Blueprint
Starting in November 2024, Betterment Sports crafted a full strategic playbook designed to anchor PUMA’s regional running agenda. The blueprint provided:
- Guiding principles for RUN category growth
- Market-specific opportunity maps
- Competitive positioning frameworks
- Executional guidelines for brand credibility and performance alignment
This playbook became the central reference for all regional RUN marketing, community development, and athlete strategy.
Multi-Layered Strategic Engagement Ecosystem
The blueprint integrated multiple engagement pillars, ensuring PUMA could build authenticity from both top-down (high performance) and bottom-up (grassroots) pathways:
Impact & Value Delivered
A Unified Southeast Asia RUN Strategy
For the first time, PUMA Southeast Asia received an integrated, region-wide running framework aligned to brand strategy, performance benchmarks, and market realities.
Playbook Adoption Across Six Markets
Local teams gained a clear, executable pathway — ensuring consistency in positioning, messaging, athlete selection, retail execution, and community programming.
Credibility Across Both Performance & Culture
By bringing together elite athletes, creators, communities, and consumers, the blueprint allowed PUMA to grow from a footwear brand into a running brand with legitimacy and cultural relevance.
Scalable Programmes for 2025 and Beyond
All engagement pillars — from athlete recruitment to run club activations — were designed to scale sustainably, enabling PUMA SEA to expand its RUN ecosystem with clarity and confidence.
