Fight for Fairness

How does a storied international athletic brand bring a social impact platform to the core of a global rebranding effort?

What GOOD did

PUMA has a proud legacy of supporting athletes who achieve greatness despite facing great adversity—be it from racism, sexism, homophobia, disability, or poverty—and then use their success to even out the playing field for younger athletes. 

GOOD led PUMA through a research and discovery process to set the foundation for PUMA’s social impact brand platform. We powerfully articulated their values through an authentic, socially impactful brand strategy called #Fight4Fairness. GOOD remains PUMA’s social impact agency and continues to develop activations in partnership with central and regional marketing teams.

#Fight4Fairness will continually re-assert PUMA’s proud heritage in supporting athlete changemakers like Clyde Frazier, Tommie Smith, and Martina Navratilova. This authentic initiative positions PUMA to engage sponsored athletes’, 100K employees on 6 continents, and millions of passionate consumers, to act upon their shared commitment to sport as a force for good together under the PUMA #Fight4Fairness banner. The #Fight4Fairness initiative soft-launched as a social media campaign in 2014.



What distinguishes champions from legends? Their will to Fight for Fairness. PUMA athletes have fought through hardships and against the odds to rise above discrimination, racism, poverty, and sexism in sports.