The brand outfits athletes of the dedicated - and more social, nocturnal nature.

The Puma Social spot for the ‘after hours athlete‘ initially feels like a fun, rather tongue-in-cheek way of celebrating the less…'rigorously athletic' ambitions – if you will – of those whose preferred form of competition involves more darts, pool sticks, shot glasses, and karaoke stands than timed miles, soccer balls, road bikes or laps. But a further look at Puma Social indicates that the campaign may be less tongue-in-cheek and more of a celebration of the joys of the ‘5am cab over the 5am run' – and of the sports lifestyle apparel that can outfit you for some of those nights out.

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