If PUMAPalooza doesn’t sound like your dad’s golf tournament then the marketing message is spot-on. Puma the German tennis shoe and athletic apparel company is launching a series of proprietary golf scramble events to shake up the game’s staid persona and get the word out about its recent entree into the golf category.
At each of three tournaments—to be held at courses in Spring Valley NY Woodridge IL and Yorba Linda CA—threesomes will play golf with a few non-traditional twists. At one stop for example players compete to see how fast they can get the ball from tee to hole. Off the greens players move on to compete in card games such as blackjack poker roulette and craps. At the end of the day players cash in their chips for Puma Points. All teams are then entered into a lottery where the best performing teams have a higher chance of scoring the grand prizes—trips to Las Vegas for the 24 Hours of Puma Finals tournament which include a free stay at the Hard Rock Hotel and an after party.
Puma debuted its Puma Golf line in March 2006 and sponsors five professional golfers including Geoff Ogilvy Johan Edfors and Erica Blasberg. The company says the golf tournament creates an upbeat atmosphere that maps back to its goals for the brand—to be “inclusive stylish colorful and fun.”
“PUMAPalooza is our way to make the traditionally conservative sport of golf more accessible and visually appealing to younger consumers ” Barney Waters vp-marketing for Puma North America told Buzz. “We hope that the event will help spark more awareness of our collection and presence in the golf category.”
The sneaker brand partnered with Stuff magazine for the events and is using national ads email blasts and local promotions to drive interest inthe tournaments. Teams of three can sign up at pumapalooza.com (cost is $25). Scrambles will be held in Woodridge IL on June 28 Yorba Linda CA on July 20 and in Spring Valley NY on August 3. Lottery winners from each location proceed to the finals in Las Vegas October 18. Agency: The Marketing Arm Dallas.