A slew of parties dedicated to PUMA's After Hours Athletes are planned for the upcoming weeks in cities around the world, including London, Sydney and Cape Town, and anyone can attend.
A few months ago, the sports apparel brand launched an integrated advertising campaign, PUMA Social, honoring the After Hours Athlete. Instead of targeting disciplined athletes who play hard out on the basketball or tennis courts, the After Hours Athlete campaign is geared towards those who prefer partying, boozing and playing late night games, like pool and ping-pong.
On November 10, PUMA is teaming up with the hipster VICE magazine to host a night of live DJs, late night revelry and games (including darts and table tennis beer pong) at The Old Blue Last in London. Though entry is free, party-goers must RSVP in advance. A similar event, also sponsored by VICE, will be held at The Deaf Institute on November 30 in Manchester.
Other upcoming PUMA parities will be held in Melbourne, Australia (November 19), Sydney, Australia (November 25) and Cape Town, South Africa (December 2).
PUMA is hardly the first apparel brand to use social events as strategic marketing opportunities to sell its image and market its products. The annual Levi's/Fader Fort event - a Woodstock-like music festival frequented by hipsters - is a joint venture between the denim company and Fader, a magazine that covers music, culture and style. The event, which has been held for nine years in Austin, Texas and later, New York, has featured music artists Jadakiss, Peter Bjorn & John, and even Kanye West at its events.
To RSVP for the London and Manchester PUMA/VICE parities visit:
For more details about the PUMA Social campaign visit: http://www.puma.com/social
For more information about the Levi's/Fader Fort music festival visit:Reuse content