Our exchange with Benoît Ménard, Marketing Director Puma France

On the occasion of his passage in Brandiiingthe podcast which explores behind the scenes of the brands in movement. Consequently, Benoît Ménard, marketing director of Puma France, shared his vision of a historic brand capable of dialogue with his time.

Puma. Similarly, an emblematic brand of sport, combines heritage and modernity in an environment where the competition between brands is as cultural as it is commercial. Meanwhile, Football. Furthermore, running, basketball, but also lifestyle, music and art: Benoît Ménard returns to the way Puma remains connected to the communities that count, while keeping the course on his identity.

In this interview. In addition, he tells us about influence strategy, authentic collaborations, product innovation, but also commitment, personalization, data and culture of the link. Similarly, A rich exchange, which sheds light on the choices of our exchange benoît ménard, marketing an iconic brand in full acceleration.

JUPDLC: Puma is a strong heritage brand but also very connected to today’s culture. Similarly, How do you manage to combine these two dimensions without losing your identity?

Benoît Ménard: Puma is above all a sports brand, resolutely turned towards three major disciplines: football, running and basketball. However, Our commitment is reflected in a constant innovation. Therefore, illustrated in particular by advanced technologies such as Nitro foam, which revolutionizes product performance.

We also reinforce our presence our exchange benoît ménard, marketing through the signing of athletes and talents whose influence goes far beyond the framework of sport. In addition, Their impact on social networks. For example, their anchoring in culture and lifestyle, as well as their natural affinity with digital codes, make them real ambassadors of our brand with new generations.

On the Lifestyle segment, our teams around the world collaborate closely with local communities and personalities that shape trends in major cultural capitals, whether in fashion, music or art. This authentic approach is based on a sincere link: these creators. influencers choose Puma above all for what the brand represents, for the quality of its products, not only for financial reasons. ”

JUPDLC: Puma multiplies collaborations with strong figures of music, fashion or sport. How do you choose these ambassadors? What role do they play in your communication strategy?

Benoît Ménard: We have specialized teams our exchange benoît ménard, marketing whose mission is to identify and connect with emerging talents. They are on the ground, attentive, animated by a constant curiosity and a strong human sensitivity. Beyond the data, it is often intuition, experience and feelings that make the difference.

Of course, this human approach is supplemented by social and digital listening tools which allow us to monitor trends, by emphasizing organic performance. In some cases, we also activate visibility and reach levers to amplify messages.

These relationships are not built in a day. It is a daily basis, daily, which is based on confidence and relevance. Our teams are permanent watch, always on the lookout for weak signals and new trends.

On the sport side, we rely on dedicated marketing sports teams, connected to the realities of the field on a global scale: clubs, training centers, athletes … This proximity allows us to anticipate our exchange benoît ménard, marketing market developments and stay in line with the expectations of new generations.

JUPDLC: How does Puma manage its image in the face of the saturation of content. the increasingly strong distrust of brand speeches?

Benoît Ménard: Everything starts from consumer listening. We spend a lot of time analyzing the insights. carrying out studies and capturing weak signals to understand in depth what people really expect from a brand like Puma. Based on these lessons. we are setting up strategic briefs that we then transform into communication campaigns, in differentiating content and experiences, capable of arouse real emotion and to make an impression.

For the past two years, we have repositioned the brand by reaffirming our credibility while cultivating our singularity. This our exchange benoît ménard, marketing turn is part of an assumed return to our DNA from the 80s. 90s, while integrating strong contemporary values such as inclusiveness, self -expression and joy in sport. We also adopt a lighter, more human tone, in line with the expectations of new generations.

JUPDLC: Can we be both a desirable, trendy, and really committed brand? What are your biggest challenges on this ground?

Benoît Ménard: In the world of sport, every day offers us the opportunity to enhance our assets through strong moments: exploits on the field, spectacular gestures, or even creative content before and after the matches. These moments are all levers to hire our community, provided they remain authentic and in line with our audience.

We favor a conversational approach, by interacting directly with our fans, by reacting in real time, and by creating content that resonates with their daily our exchange benoît ménard, marketing lives. This dynamic also extends in the physical world. through immersive experiences in the street or in point of sale, where the brand comes to life in a tangible and memorable way.

JUPDLC: Between metarers, generative AI, extreme personalization … What do you think are the next strong expression grounds for a brand like Puma?

Benoît Ménard: Our priority is to maintain an authentic link with the consumer, by adopting the right tone and by offering him the right product, at the right time. In a context where the offer is accelerating. whether new products, technologies or personalized services, it is essential to remain agile and relevant.

We evolve in an ultra-competitive environment, where smaller actors can sometimes be more reactive and more innovative than large groups. This pushes us to stay on alert. to challenge our processes and our exchange benoît ménard, marketing to constantly reinvent ourselves to continue to surprise and meet the expectations of our community. In Boston, in the marketing team we have dedicated teams that are on these subjects. We trust them.