Puma is stepping up its digital marketing game with a bold move into Fortnite, unveiling a virtual sneaker experience called Kicks, while increasing its overall media investment by 40% compared to 2024. The initiative highlights how the sportswear brand is shifting its brand strategy beyond traditional channels, aiming to build stronger engagement with Gen Z consumers through immersive digital environments.
Rather than a one-time activation, Kicks is designed as an evolving presence within Fortnite, developed in collaboration with Epic Games. The concept allows for continual updates aligned with real-world sneaker releases, creating buzz both online and offline.
“Dropping Puma Kicks into Fortnite is a major milestone in growing our digital goods offerings,” said Ivan Dashkov, head of emerging marketing technology at Puma. “We’re bringing our iconic style to one of the most creative, culture-shaping platforms in the world. It’s a new way for fans to connect with Puma — through play, expression, and the culture that lives at the intersection of sport and gaming.”
Fortnite’s massive, youth-oriented player base presents a valuable opportunity for Puma to increase brand affinity. Now, players can outfit their avatars with exclusive digital sneakers, including a sought-after pair from Puma’s recent collaboration between NBA star LaMelo Ball and the Teenage Mutant Ninja Turtles. The physical version of the shoe sold out quickly, but players can purchase the virtual version using V-Bucks, Fortnite’s in-game currency. The move responds to the popularity of TMNT content in the game, and Epic Games specifically requested the sneaker be included, signaling a deeper collaboration in the future.
The launch lineup also includes Ball’s La France “Butterfly” colorway, Puma’s classic Suede XL model, and a “Whisp of Pink” Speedcat variant — the latter targeting the growing segment of women gamers. The initial collection will be available until 8 p.m. ET on July 4, with Ball’s sneakers offered as a bundle.
This digital venture comes on the heels of Go Wild, Puma’s largest global campaign to date, launched in March. With a humorous take on the “runner’s high,” the campaign sets Puma apart from competitors like Nike by leaning into playful storytelling rather than pure performance.
Puma is also undergoing internal changes. In April, Adidas veteran Arthur Hoeld was appointed CEO, replacing Arne Freundt, who left the company following strategic disagreements. Freundt had previously overseen a major overhaul of Puma’s marketing operations.
As Puma continues its transformation, the Fortnite initiative reflects its broader ambition to intersect fashion, sport, and digital culture — bringing its legacy into a future shaped by play and innovation.
