Puma - Underdogs can bite
Problem: In the competitive world of sports clothing, Nike and Adidas are the preferred choices over Puma.
Insight: People can relate to- and feel sympathy towards underdogs
Idea: Instead of leaving Puma in sweet ignorance, they should address this fact and embrace it. The underdog, is not a loser, it is someone who will be willing to work twice as hard and fight more to win the game.