Leading sports brand Puma has launched a unique AI-driven campaign called PUMA DIVE this season. Cricketer and Puma ambassador Virat Kohli took to social media to announce the brand-new campaign along with an image of him diving and asked fans to rate it.

According to a press release, “Virat’s fans in the past have often compared his iconic dives on pitch to Puma’s leaping cat logo, creating content that has gone viral several times. This season, Puma has taken the fans’ love for spotting the cat and created a platform to reward them for every image of a dive that they upload on X (formerly Twitter).”

Conceptualized by Leo Burnett India exclusively for PUMA, this exciting new campaign will last for 2 months where participants will be invited to upload images of the best dives in their everyday lives – be it swimming, sky diving, concerts, or even self-participation in PUMA’s offline events – with the hashtag #PUMDive. With this initiative, the brand promises that once you see the dive, you can’t unsee it.

However, what makes this campaign especially unique is its clever integration of generative AI, which will be used to assess the accuracy of each dive in relation to Puma’s iconic leaping cat logo in a process that will take less than a minute. The closer a participant’s image of a dive matches Puma’s logo, the greater the reward they’ll receive – and every participant is guaranteed a reward.

What’s more, top entries will have the unique and unforgettable opportunity to play a real life cricket match against Virat Kohli or win his special boots.

“Fans are the heart and soul of the sporting culture of our country. As a brand, PUMA wants to give these fans a fun way to engage to celebrate iconic moments. Our #PUMADive campaign is a reflection of PUMA’s unique approach at capturing a collective emotion and creating innovative ways for people to own and express it. This campaign is an immersive mix of fun and AI-led technology with once-in-a-lifetime rewards such as playing a game with our star ambassador Virat Kohli, building an all-round fan experience,” said Karthik Balagopalan, managing director, PUMA India.

“When it is about owning the sporting season, we at Leo Burnett spotted a simple observation. Be it a diving catch at mid-wicket, or a goal-keeper saving a top corner penalty; all dives in sport and in life resemble the PUMA logo. We leaned on AI technology to open the PUMA Dive campaign for fans, offering them dive scores for each dive they capture and share, gamifying the two-screen experience entirely. Our big plan is to make “PUMA Dive” a universal phrase because ‘once you see it, you can’t unsee it’,” said Sachin Kamble, national creative director, Leo Burnett India.

This innovative campaign will undoubtedly boost audience engagement and raise global enthusiasm for both cricket and Puma across the world.