Puma lets fans turn words into dance moves

Puma is tapping into urban youth culture to promote its new fragrance range after launching an interactive messaging platform where fans can compose messages through dance moves.

The Dance Dictionary gives users the chance to create more than 10,000 different phrases using a series of pre-defined words and dance moves. For instance, the word “heart” shows a dancer making a beating shape with their hands, while the word “with” shows them making a circular motion with both their hands.

Users can change specific words within 11 basic sentences to create their own personalised messages which can be shared on Twitter, Facebook and by email.

The sportswear maker drafted in street dance choreographer Super Dave who worked with 25 of the world’s best freestylers to create the dance moves. It claims the platform, created in partnership with creative agency Grey London, could help budding dancers “learn how to freestyle” as well as serve as an ongoing communications platform after the campaign ends.

Puma also commissioned record label Mixpak Records and dancehall artist Dre Skull to produce a track – titled ‘First Time’ – for the campaign.

The platform is supporting the launch of Puma’s latest Sync fragrance range with P&G. Puma’s use of dancehall music sees the brand exploit its long-running ties to Jamaican sport and the country’s creative scene in a bid to highlight the youth appeal of its latest brand.

The company has previously used brand ambassador Usain Bolt, who’s multi-million deal runs until the end of 2013, to promote its fragrances after switching from using music-inspired strategies in 2010.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here