Puma


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Product Naming

With more and more consumers wanting a shoe that could take them straight from the gym to the bar, Puma invested heavily in creating products within the “athleisure” category. We partnered with them to name perhaps their most monumental addition to the segment, a sleek, foam-injected shoe weighing less than a loaf of bread.

L.I.F.T

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Puma needed a name and brand platform for their new, revolutionary lightweight shoe technology targeting their urban contemporary ...
Puma needed a name and brand platform for their new, revolutionary lightweight shoe technology targeting their urban contemporary “sportlifestyle” demographic.   Speaking to the lightweight quality of the shoe (weighing in at a mere 173 grams!), the beauty of the name L.I.F.T. is that it can stand alone as a name and yet it also carries meaning as an acronym for the shoe’s unique production method: Lite Injected Foam Technology.
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