PUMA Archive
Let's
'TURN IT ON'
again!
Celebrating International Record Store Day and 30 years of the PUMA Disc SYSTEM
April 26, 2022Celebrating International Record Store Day and 30 years of the PUMA Disc SYSTEM
April 26, 2022Last Saturday was International Record Store Day! There’s certainly no better day to also celebrate the 30th anniversary of the PUMA DISC SYSTEM release. We talked to Mr.PUMA, Helmut Fischer about the former ‘TURN IT ON’ campaign and found some real PUMA Archive treasures. But watch out – it involves some great tunes!
Did you know? The PUMA DISC SYSTEM hit the market in 1992 with it’s innovative technology after being developed and tested during 1991. For the launch on the German marked, the campaign ‘TURN IT ON’ has been created. It involved a song on a 7” flexi vinyl disc. This special record has now been digitalized and brought back to life after 30 years.
LISTEN TO ‘TURN IT ON’ !
Helmut, how did the campaign slogan “Turn it on” come about?
Helmut Fischer: The slogan is inspired by the disc in the shoe. All further advertising measures were derived from it. Everything had to spin!
What is the story of the vinyl record?
Helmut Fischer: Since everything had to rotate, the idea of the vinyl record came up. In addition to the product package, the retailer also received a promotion package, which included the vinyl record.
Can you tell us anything about the song on the record?
Helmut Fischer: A creative agency from Stuttgart composed the song exclusively and recorded it with a band in a recording studio. It can be played and listened to in our PUMA Archive.
Born as a ski boot locking system, the DISC made it to PUMA in the 90s and was launched as a lifestyle shoe to help kids (and mummys) to avoid annoying tying.
The PUMA DISC was the world’s first laceless sports shoe with a system of internal wires that tighten the upper for a perfect fit.
PUMA´s pioneering technology was presented in several retail brochures.
Originally designed for a range of running shoes in 1991, it wasn’t until one year later that the DISC entered the world stage of Athletics at the Olympics in Barcelona.
