# Nightlife All-Star Ads The Puma 'After Hours' Commercial Makes Athletes out of Partiers By Vittoria Natarelli | Published 2010-08-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/puma-after-hours References: [adland](http://adland.tv/commercials/puma-after-hours-sports-social-2010-90) & [puma](http://www.puma.com/) The [Puma](https://www.trendhunter.com/trends/go-wild-campaign) 'After Hours' ad captures the evenings of several revelers having fun. There are people bowling, playing pool, throwing darts and even playing ping-pong, proving they are just as normal as you. The commercial aims to sell [Puma shoes](https://www.trendhunter.com/trends/flex-as-you-go) to [non-athletes](https://www.trendhunter.com/trends/why-do-it-ad) -- or, as the commercials phrase it, "after-hours athletes." If the Puma 'After Hours' commercial is telling me that I am an athlete because I go bowling and come home at dawn, then I am the Lance Armstrong of nightlife. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 12% | Activity: 73% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **After-hours Athletes:** Opportunity for brands to target non-athletes who engage in various social activities and position them as athletes. - **Reimagining Nightlife:** Disruptive innovation opportunity to create unique experiences and products that cater to the after-hours lifestyle. - **Connecting with Nighttime Demographic:** Brands can capitalize on the nighttime demographic by crafting marketing campaigns that resonate with their interests and activities. ### Sectors Adopting This - **Sports Apparel:** Disruptive innovation opportunities for sports apparel brands to target the after-hours athlete market segment. - **Nightlife Entertainment:** Disruptive innovation opportunities in the nightlife entertainment industry to create unique experiences and venues for the after-hours lifestyle. - **Social Activities:** Opportunity for businesses to offer unique social activities and experiences tailored specifically for the after-hours demographic. ## Related on Trend Hunter - [Global Runner-Inspired Campaigns](https://www.trendhunter.com/trends/go-wild-campaign.md) - [Connected Gamer Campaigns](https://www.trendhunter.com/trends/just-another-night-out.md) - [Hyper-Local Gym Ads](https://www.trendhunter.com/trends/made-for-london-life.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md)