What does it mean when we say that a brand “gets it”? I don’t necessarily mean in relation to social media – but in general? It means that we have reached an intuitive accord – that our values align. That there has been some form of exchange – I’ve been delighted unexpectedly by a purchase, surprised by the sales process, charmed by the account team.

In the world of advertising, we don’t see enough of this. It’s why the good work stands out so far. And while we should see more of it in social media, in reality it’s still rare. I think, in part, because we are still feeling our way – tentatively looking at the envelope rather than pushing it around.

But here’s something I like. It’s not necessarily social – but it tells the story of being social. Perhaps it’s the start of a story yet to unfold.

This ad (HT to Sean Howard), from Puma and Droga5 reminds us that sometimes, simply being social is the most challenging feat of athleticism many of us are likely to experience. Do we need special gear for that? It seems we do.