Reforming the future. On and off the field.

Global sports and culture brand PUMA has long been a champion of social activism.

And its #REFORM social justice platform, launched in 2018 in recognition of the 50th Anniversary of track-and-field athlete Tommie Smith’s “silent gesture” for universal equality, was the next inspiring step.

But PUMA found it needed a way to activate the platform. And it needed a campaign that would help guide the #REFORM mission—to go beyond the shallow façade of sneaker activism to truly turn intent into action, around the world.

PUMA tapped Knack to help launch and activate their #REFORM platform in late 2019, building a sustainable program to drive activism both internally and externally, starting with a focus on three core pillars of ending racial, LGBTQIA+, and gender discrimination.

Knack took a strategic approach to developing a bold but actionable campaign that inspires real action. By also creating a turnkey set of campaign assets—visual identity, messaging frameworks based on key pillars, a #REFORM playbook and more—the creative platform also guides PUMA teams to create their own initiatives that drive commitment and inspire change.

#REFORM became more than a campaign; it became a rallying cry.

It went beyond brand activations to brand activism. And it is building brand connection through advocacy, on and off the field.

#REFORM activations are popping up across offices around the world, and the campaign is driving brand connection through true advocacy-in-action.

Global #REFORM captains are able to drive their own activations and local partnerships like The Trevor Project, a nonprofit focused on suicide prevention efforts among LGBTQIA+ youth. The platform has also been a springboard for a range of initiatives, from partnering with global organizations like the ACLU, to galvanizing support through athlete activists like Meek Mill, to creating new products like the PUMA Clyde Court Disrupt sneaker from PUMA Creative Director Jay-Z supporting the Trayvon Martin Foundation.

And with the next phase of the #REFORM in-market campaign set to launch in-market in 2021, this is only the beginning.