Puma Social

Turning late nights into highlight reels.

For Puma Social, we flipped the definition of sport on its head. Tonight is Sport was a global campaign built around the “After Hours Athlete”—the kind who dominates the ping pong table, street court, barstool trivia league, or basement dance floor. No stadium required.

The manifesto became our north star: a rallying cry for anyone who’s ever turned a back alley into a field of play. We used the moon as a metaphor because it’s the one arena light that follows you everywhere. From Moscow to San Francisco, dusk to dawn, the world becomes your home court.

This wasn’t just advertising. It was a cultural reframing. We created brand films, city activations, night games, and digital content that honored the unofficial athletes who play for passion, not trophies.

Because if you’ve ever competed for the last slice, closed out the night with one more round, or danced like you meant it, congrats.

You’re an athlete too.