PUMA is stepping on the gas when it comes to marketing in 2025. The global sportswear brand has boosted its media investment by a whopping 40% compared to last year, signaling a bold push to capture attention in an increasingly competitive landscape.

But it’s not just about spending more—it’s about spending smarter.

One of the most exciting moves in PUMA’s strategy is its innovative partnership with Epic Games, creators of Fortnite. The brand has launched a dynamic virtual concept store called Kicks inside Fortnite—a digital playground that’s wildly popular among Gen Z audiences. This isn’t just a flashy one-time activation; Kicks is designed to evolve alongside PUMA’s real-world sneaker drops. As new releases hit shelves, they’ll also land in the Fortnite world, creating a seamless bridge between online culture and offline retail.

This move reflects a broader shift in PUMA’s positioning. No longer relying solely on traditional advertising channels, the brand is tapping into video games as powerful cultural arenas, where style, identity, and community collide.

The Fortnite integration offers more than exposure; it offers experience. PUMA isn’t just telling Gen Z what the brand stands for—it’s inviting them to play, explore, and connect with it in a space where they already feel at home.

With this bold blend of gaming, culture, and commerce, PUMA is proving that the future of brand engagement lives at the intersection of innovation and relevance.

Credit: Marketing Dive, see full story here