Puma has brought its Puma Social campaign to Toronto. It will also bring the campaign to Budapest in May. The program was launched in NYC during last year's World Cup and that was followed by events in Los Angeles and Milan last October.

Toronto will host the first PUMA Social Club in Canada on Thursday March
10th, 2011 at the Burroughes Building on Queen St West. Other “PUMA
Socials” will roll out in Montreal and Vancouver this summer.

The campaign is hinged by a number of elements including a mood video (available in multiple languages on a variety of platforms); cheeky in-store adverts; a web and mobile application called Life Scoreboard that allows users to keep a running score on anything and everything they want to turn into a competition; and a PUMA Social website that fuses PUMA-created and user-generated content that is updated dynamically on the site.

The website is designed to make it easy for PUMA Social-ites across the globe to share their own competitive scoreboards, connect with other users and view party pictures and video from PUMA Social Clubs running in cities around the world.

The print, online and out of home campaigns will feature groups of friends “experiencing the nuanced and hilarious moments that only happen when people get together to play ping pong, sing karaoke or throw darts.” The playful spirit of the Puma brand is conveyed with sayings such as “Here's To The After Hours Athlete”, “Here's To The 5am cabs not 5am runs”, “Some Marathons End At 6am”, “Sometimes Victory Is A Phone Number” and “Scoring Leads To Scoring”.

On February 25th the “Recruit The After Hours Athlete” will take place at the WoolFitt's Art Supplies, 1153 Queen Street West at 9pm. Attendees will have a chance to win a ticket to attend PUMA Social Club by hurdling a life size inflatable Canadian Moose across a finish line.  There will also be a PUMA Poutine Truck co-sponsored with Smokes Poutinerie in the parking lot where foot traffic can pop in for a cheesy snack.

The PUMA Social Club will launch on March 10th at the Burroughes Building (Queen + Bathurst).

The PUMA Social Street Car is now running through the downtown core of Toronto. PUMA Canada and Footlocker Canada have joined hands to bring the PUMA Social message to its consumers. Products that will be incorporated under the PUMA Social theme will be featured in Footlockers across Canada.