Puma Tone of Voice — Dynamic & Competitive

Tagline: "Forever Faster"

Industry: Sportswear / Footwear

Sector: Fashion

How Puma Communicates

Puma communicates with a dynamic and competitive voice using descriptive language. Their sentences are primarily statements in the present tense. Their messaging is literal. Their tagline, "Forever Faster", captures this voice. The central tension in Puma's communication is slow vs. fast, which shapes every message they craft. Their mission is to be the fastest sports brand.

Tone Words

Puma's brand voice is defined by the following tone words: Dynamic, Competitive.

Communication Style

  • Language Style: Descriptive
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Literal

Puma Brand Story

"Forever Faster" communicates a relentless pursuit of speed, underscoring a competitive spirit. The core tension of slow versus fast adds an edge, compelling the audience to embrace ambition. The tone is dynamic, reflecting an urgency that resonates with athletes. This direct approach fosters an environment where performance is the main focus, driving the narrative forward.

Brand Message

Empower athletic speed and ambition

Brand Mission

Be the fastest sports brand

Brand Positioning

Core Concept: Speed is Identity

Central Tension: Slow vs. Fast

About Puma

Puma SE is a German athletic apparel and footwear corporation headquartered in Herzogenaurach, Bavaria, Germany. Puma is the third largest sportswear manufacturer in the world. The company was founded in 1948 by Rudolf Dassler (1898–1974). In 1924, Rudolf and his brother Adolf "Adi" Dassler had jointly formed the company Gebrüder Dassler Schuhfabrik ('Dassler Brothers Shoe Factory'). The relationship between the two brothers deteriorated until they agreed to split in 1948, forming two separate entities, Adidas and Puma. Following the split, Rudolf originally registered the newly established company as Ruda (derived from Rudolf Dassler, as Adidas was based on Adi Dassler), but later changed the name to Puma. Puma's earliest logo consisted of a square and beast jumping through a D, which was registered, along with the company's name, in 1948. Puma's shoe and clothing designs feature the Puma logo and the distinctive "Formstrip" which was introduced in 1958. As of 2022, Puma is operational in over 120 countries worldwide.

Frequently Asked Questions About Puma

What is Puma's tone of voice?

Puma uses a dynamic, competitive tone of voice. Their communication is descriptive, typically using statement-style sentences in the present tense. Their tagline "Forever Faster" exemplifies this voice.

How does Puma communicate with customers?

"Forever Faster" communicates a relentless pursuit of speed, underscoring a competitive spirit. The core tension of slow versus fast adds an edge, compelling the audience to embrace ambition. The tone is dynamic, reflecting an urgency that resonates with athletes. This direct approach fosters an environment where performance is the main focus, driving the narrative forward.

What is Puma's brand message?

Puma's core message: Empower athletic speed and ambition Their mission: Be the fastest sports brand

What is Puma's slogan?

Puma's slogan is "Forever Faster". It carries their dynamic, competitive voice.

What is Puma's mission?

Puma's mission: Be the fastest sports brand

What makes Puma's brand voice unique?

Puma stands out through their dynamic, competitive communication style. Their central brand tension, "Slow vs. Fast", shapes how they communicate across the Fashion sector.

What language style does Puma use?

Puma uses descriptive language, with literal messaging, in statement-style sentences, using the present tense.

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