Discover how Puma revolutionized its brand strategy in this insightful 22-minute conference talk from Web Summit. Explore the company's journey from traditional storytelling to innovative "StoryDoing" as Adam Petrick, Global Director of Brand and Marketing at Puma, and Rosemarie Ryan, Co-CEO of Co:Collective, share valuable insights. Delve into topics such as brand development, strategic collaborations, and the concept of "Generation Hustle." Learn about the importance of humility in leadership, team restructuring, and the shift towards participatory marketing. Gain a deeper understanding of how Puma successfully integrated culture and sport into its brand identity, transforming its relationship with consumers and the market.