German sports brand Puma, along with US marketing agency Cramer, has launched a new solution for shoe packaging applications.

Consisting of a padlocked polypropylene case, the packaging is designed to mark the launch of Puma’s new loyalty programme to recruit and reward its next generation of football players.

Each case has been imprinted with a promotional message featuring a hidden code, which can be used to unlock the case and grant access to the new boots and a PUMAPitch membership for the players.

Puma marketing manager Kellie Ambrose said: “From the beginning, we knew we wanted to create exclusive packaging for our first PUMAPitch members, but we also wanted to do something totally unexpected – something young athletes would talk about, and remember.

"Through our partnership with Cramer, we invented an exclusive packaging that doubled as an exclusive brand experience."

“Through our partnership with Cramer, we invented an exclusive packaging that doubled as an exclusive brand experience.”

“It was a great story of creativity, strategy, and authenticity cutting through the clutter in a meaningful and effective way. And the fact that the case was something the players would keep for themselves aligned with Puma's commitment to sustainability.

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"All in all, it led to an amazing brand experience, as well as social shares, earned media and a strong introduction for the PUMAPitch loyalty programme."

Employing more than 11,000 people worldwide, Puma currently markets its products in over 120 countries.

Image: Puma’s new shoe packaging case. Photo: courtesy of Cramer.