Applause: Puma’s Re-Bike
June 25, 2007
From PSFK comes a look at Puma’s Re-Bike street level marketing initiative.
Puma asked partners and creative teams -”to create a bike with a mere stipend of $200. Each bike created was created with recycled parts and made safe and sound to ride. Each of the bikes, made by partners such as VICE, The FADER, ANTHEM and SWINDLE, will be on display during the Bicycle Film Festival’s US cities venues. At the end of the tour, each bike will be auctioned off with proceeds going to the local bike charities in the US and Canada-”
Applause goes to the sneaker company for pairing edgy cool with sustainability and a social movement (bikes are bigs these days in major cities nationwide, didn’t you know). Add to that a bit of corporate responsibility via the auction and you’ve got yourself a word-of-mouth campaign that’s going to have consumers feeling good.
