PUMA’s reentry into the running segment in Southeast Asia was a bold and high-stakes move to reestablish credibility in a space long dominated by legacy giants like Nike and Adidas. With minimal consumer association with running after years of absence, the challenge lay in positioning the Deviate Nitro as a credible, high-performance shoe. To resonate with both elite athletes and everyday runners, the campaign needed to strike a tone that was both authentic and competitive—avoiding generic claims while showcasing true innovation. To drive cut-through in a crowded market, PUMA partnered with Quantcast to harness AI-driven targeting and precision media, reaching high-intent audiences and reigniting brand relevance where it mattered most.

Quantcast leveraged real-time behavioral signals and PUMA’s first-party data to dynamically target high-intent users across Singapore, Malaysia, and Indonesia. The Quantcast Platform continuously refined targeting based on live user actions, enabling PUMA to prospect new customers, retarget drop-offs, and optimise delivery—maximising relevance, reducing ad waste, and accelerating re-entry into the running category with measurable impact.

The campaign delivered outstanding results across Southeast Asia, setting new benchmarks for PUMA’s digital strategy. It achieved a 9x return on ad spend (ROAS), well above the 6x industry average, while driving cost-efficient performance across markets. Organic search for “Deviate” rose 55% in July and 210% in August compared to June, maintaining a 178% uplift post-campaign. “Nitro” saw a 15% increase in July and 93% in August. This sustained growth in visibility and engagement demonstrated the campaign’s ability to bridge brand and performance—boosting awareness, driving conversions, and enabling future cross-channel success.