A toast to social athletes

What is a “social athlete”? If you dissect the phrase, almost all popular athletes are social by nature because their performances are closely monitored by the general public. Because of what they do on the hard court, the pitch, the track, or the green, their actions become a matter of public interest. By definition, “social” implies that one is part of a community; the success they enjoy in their respective fields is what brings other people together.

There is another kind of social athlete, however. These are individuals who consider themselves “after-hour athletes”: ones who pride themselves in being adept at splitting the defense on the dance floor when it comes to getting that certain girl’s number. The “scene” is their arena, with the stakes as high as their egos. Images of the guy show Keys to the VIP spring to mind when thinking of people like this. Yet another term comes to mind when imagining this kind of social athlete: douchebag.

 Yet there are genuine after-hour athletes who aren’t sleaze buckets. Their arena might be clubs or bars but, just the same, as true competitors, they are good at what we would like to refer to as “bar sports,” or activities that can be done with some kind of beverage in hand. Darts, ping-pong, bowling, foosball, billiards and karaoke — these are challenging activities that, when played with the right people, can be as competitive as any sport. These games tend to get intense. Poor performance is not an option.

 Individuals who know how to compete in this way are the focus of Puma’s latest campaign: “Puma Social.” Launched recently at Republiq in Resorts World, Puma Social is the company’s way of paying tribute to life, believing that socializing is a sport, and that everyone should be champions. With added glitter brought by local celebrities who are after-hours athletes themselves, the event celebrated social sports and drew groups of friends who know how to have fun and be competitive in the arena of life. Present at the launch were the likes of Gerald Anderson, Sam Pinto, Everywhere We Shoot!’s Ryan Vergara, Team Manila’s Mon Punzalan, Luke Jickain, Eri Neeman, and popular rock bands Up Dharma Down and Imago.

Time to unwind and loosen up. After all, a healthy lifestyle involves going out and having an active social life, too. 

Puma makes great shoes. ‘Nuff said. They make slick soccer boots that tread through mud and grass like they weren’t there. Puma Speedcats and Driftcats are thin-soled and have a thick heel, perfect for moments of spirited driving. Then there are Puma Suede and Dallas, which are great porma shoes. Not formal in that sense of the word, but they look good.

There is a Puma shoe for everyone. You can be a serious athlete, like Usain Bolt, who rocks Pumas on the track like no one else, because he is the fastest man in the world. Or like current Formula 1 Champion Sebatian Vettel who represents the Puma-sponsored Red Bull Racing Team. Or you could just be you: a normal guy or girl who likes stylish kicks, and likes to live life to the fullest. That you wear Pumas on your feet only says that you’ve got some style.

“Puma Social is a global campaign that celebrates the after-hours athlete — those unsung heroes of the night who, after work or any undertaking takes time to relax, grab a ping-pong paddle, dart pin or bowling ball while holding a drink in the other; those who take life not so seriously,” says Teresa Liwanag, Puma Philippines marketing head.

Yeah, life can get up in your face a lot. But nights let you strut your stuff, compete and let loose. It’s good to know that there are shoes that can keep up.

Puma Social continues with Social Games featuring ping-pong and foosball matches at Encore Superclub at the Fort then off to Cebu, Cagayan de Oro, Bacolod and Davao.

For more information and updates on Puma Social in the Philippines and around the world, visit www.puma.com/social, www.facebook.com/Puma, and follow us on Twitter @PUMA or www.twitter.com/PUMA.

Puma Stores are located at Bonifacio High Street, Eastwood Citywalk 2, Festival Supermall Alabang, Glorietta 4, Greenbelt 5, Newport City Resorts World, TriNoma, Ayala Center Cebu, Gaisano Mall of Davao, Limketkai Cagayan de Oro, Robinsons Place Bacolod.

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E-mail me at enricomiguelsubido@gmail.com.