Top Sports Marketers Of The Year 2018: Puma Hit The Ground (And Court) Running
By the Staff of NYSportsJournalism
January 2019: Sports footwear and athletic wear company Puma has been vigorously active since June, making its foray back into the NBA landscape and making waves in other areas with a plethora of activation supported by a roster of sports and celebrity endorsers.
Puma now says that results show they are moving in the right direction.
The company has reported a 14% Q3 growth to $1.6 million, “driven in part by its accelerated re-entry in to U.S. hoops . . . strengthened by a very positive development in apparel, which grew 27% in the quarter.”
Puma in 2018 signed NBA rookies including Marvin Bagley III, Zhaire Smith, Michael Porter Jr. and Deandre Ayton; such veterans as DeMarcus Cousins, Rudy Gay and Terry Rozier; and Walt “Clyde” Frazier, who represented the company during his Hall of Fame playing days, to a lifetime contract (Clyde Puma X-Ray shoe pictured).
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.
The deal not only builds Puma’s hoops presence in the U.S., but greatly enhances its growth in women’s sports, entertainment and social activities.
“Puma not only has foresight, they are fearless trailblazers that walk the walk alongside their partners,” Diggins-Smith said via the company.
“I’m proud to be part of a family and a brand that supports the WNBA and all the strength, independence, athleticism, individuality and feminism we represent.”
Puma also signed on as an official partner for The Basketball Tournament, a $2 million winner-takes-all competition.
“This investment in performance basketball and the ‘culture’ around basketball is a strong commitment to both the performance and the sport style business in the North American market,” Bjørn Gulden, CEO for Puma SE, said via the company.
"We still see large shifts in product trends and consumer demand, but feel we have reacted fast enough to continue our growth.
Among the celebrities on the Puma roster are Selena Gomez, Adriana Lima, Big Sean and “creative director” Jay-Z.
According to Gulden, “This new class of athletes embody our vision for the category.
“We got very positive feedback to our plans of re-entering the basketball category and both — the announcements of our new NBA players and the revelation of the product — were well received from retailers and basketball fans.”
In October, Puma launched a campaign, “Reform,” directly inspired by Olympian Tommie Smith and his “Silent Gesture” that sparked global debate around the issues of civil rights and universal equality at the 1968 Mexico City Olympics.
Throughout 2018-19 and beyond, Puma said it would be working with Reform captains to launch other programs that will promote actions to further the goal of universal equality.
Puma: Hoops Driving Growth In 2018, Beyond
Puma Deal With WNBA Builds Brand, Women’s Hoops
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