PUMA | Kings Of Camouflage - Football News

In recent seasons PUMA have built a reputation for epic and mysterious boot launches. They've found their own unique way to tease a new boot silo and create a huge buzz by strategically placing their most high profile players in brand new boots with a slight twist.

The marketing team at PUMA HQ deserve huge credit for how they announced the signing of Mario Balotelli. Big game, big new signing, brand new boot, the perfect combination to create massive waves. Balotelli has since been joined by Cesc Fabregas and Marco Reus in the disguised boot but the new evoPOWER silo isn’t the first boot to adopt the now trademark PUMA camouflaged design.





When other brands would use black-out prototypes to keep things under wraps PUMA have written their own rule book by opting to build a whole campaign around the design process of their boots. This technique creates huge momentum, brings the fans close to the boots' production and, of course, still keeps the identity of the new boot under wraps.

PUMA first took on the CAMO approach by lacing up Sergio Aguero in the 'Razzle Dazzle' evoSPEED 1 boots. PUMA had supplied Aguero with the brand new evoSPEED silo ahead of the official release to get the Man City striker's feedback but without giving the design of them away. The unique prototype boots took inspiration from the 'Razzle Dazzle' camouflage pattern which distorts the lines and shapes of an object, something which is also utilised by car manufacturers when concealing a new model.

PUMA created huge speculation over what the boots were and by the time the official launch arrived the anticipation levels were sky high to the point where PUMA were forced to release limited numbers of the CAMO boots. Aguero was lined up to wear the 'Razzle Dazzle' in City's 3-2 win over QPR, but unluckily for PUMA he made a last minute decision to remain in his V1.11 boots.





PUMA had learnt from their first CAMO release and returned for a second bash, again using Sergio Aguero to tease the second generation evoSPEED. Sergio Aguero stepped out at Wembley for the 2013 FA Cup final wearing the limited edition evoSPEED 1.2 CAMO - a design based on the Ishihara test for colour blindness.

An incredible design that had the millions of viewers and commentators discussing what Aguero was wearing. The cameramen at the game zoomed in for numerous close ups and when you consider the price to advertise in the FA Cup final PUMA had pulled off a genius piece of marketing. By creating that huge stir of curiosity PUMA followed up the CAMO design by launching the first colourway of the evoSPEED 1.2 a boot that everyone wanted to see, whether they knew it or not. 

By now PUMA had realised how effective this strategy was, so what better tactics to use to announce a new high profile signing? Mario Balotelli's contract with Nike was up and all eyes were on where the Italian would sign his next brand contract. Out of nowhere Balotelli lined up for AC Milan against Roma wearing another mystery boot designed with newspaper headlines made from man himself. First thoughts? PUMA.

With photos of the boot appearing in national newspapers, online and on social media PUMA then announced the signing of Balotelli by placing him in the same headlined boot with the words 'Why always PUMA?' plastered onto the side of the boot. The evoPOWER tease campaign reached the next level when PUMA landed another signature CAMO wrap on the new boot. So where do we stand now, just where PUMA want us, all itching to know what the final design will look like. Well played PUMA, well played.



What do you think of PUMA's use of camouflage in their tease campaigns? Got a favourite? Let us know. Join the conversation online, on Twitter and on Facebook.