To gear up for the upcoming Olympics, Puma is launching its first ever US television ad campaign, which will start airing on March 15.

The nine new spots were filmed in Jamaica and will feature the Jamaican track team. Puma is sponsoring the Jamaican team in the Olympics.

The new TV ads are part of a $20 million global campaign concentrating on Puma’s roots in competitive sports as opposed to the brand’s fashion flair. The ads are designed to target a new consumer group—the traditional sports-minded customer—as opposed to Puma’s current popular US customer, the urban fashion shopper.

Gyro, a Philadelphia-based ad agency, created the ads for Puma.

— Elissa Silver Weinberg