History Repeats: Puma Signs As Official NBA Partner, Plans All-Star Activation
Wednesday, February 13, 2019 at 11:04PM
NYSportsJournalism.com in NBA, NBA, NBA All-Star Game, Puma, sports marketing

By Barry Janoff

February 13, 2019: In 2018, sports footwear and athletic wear company Puma signed NBA rookies including Marvin Bagley III, Zhaire Smith, Michael Porter Jr., Kevin Knox and Deandre Ayton; and such veterans as DeMarcus Cousins, Rudy Gay, Danny Green and Terry Rozier.

The also signed Hall of Famer Walt “Clyde” Frazier, who represented the company during his playing days in the 1960s and 1970s, to a lifetime contract.

The company also signed on as the official shoe partner for the WNBA, its first alliance with a pro sports league. WNBA star Skylar Diggins-Smith already was on the Puma roster.

Puma has now officially signed with the NBA via a multi-year dealing naming it an official marketing partner of the league.

The move comes as the NBA is preparing for its 2019 All-Star Game and events in Charlotte (Feb. 15-17).

Financial terms of the NBA alliance were not shared.

With the official deal, Puma can now use its NBA spokesmen in their team uniforms and appear at official NBA events, including the All-Star Game and Draft.

Puma this week plans to drop a new line, Uproar, beginning with its Uproar Charlotte shoe (pictured below).

It will also have presence on the ground around All-Star Game weekend, including parties, sports and music events and activation with its NBA roster.

Bagley, Knox and Ayton are scheduled to play in the Mountain Dew Ice Rising Stars Game (Feb. 15). Green is participating in the Mountain Dew 3-Point Contest (Feb. 16).

“Puma played an important part in the early footwear culture of the NBA,” Dan Rossomondo, NBA svp-media and business development, said via the league.

“As Puma expands its presence in the basketball market with new player relationships and a new line of basketball sneakers, becoming an official footwear partner of the league was a natural next step to help amplify the brand’s return to the category.”

According to Puma, the official NBA alliance “fosters a relationship that will continue to accelerate the growth of Puma Hoops within the sport . . . The brand will be able to curate authentic and original content that will allow better story telling of the company and their athletes.

We are thrilled to partner with the NBA to bring Puma to the next level in our reentry to the basketball market,” Adam Petrick, global director of brand and marketing for Puma, said via the company.

“This partnership is a testament to the continued resurgence of Puma within the basketball industry.”

Puma was recently named a Top Ten Sports Marketer of the Year for 2018 by NYSportsJournalism and is now being considered for Grand Sports Marketer of the Year based on voting by the public-at-large.

VOTE HERE

#SportsMarketerOfTheYear2018

In 2018, Puma Hit The Ground (And Court) Running

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