PRESS KIT PUMA'S BRAND STRATEGY - About PUMA

PRESS KIT
PUMA’S BRAND STRATEGY
In 2009, we continued to strengthen our Sportlifestyle brand through unique events and
marketing campaigns – from PUMA City in Boston during the Volvo Ocean Race North
American stopover to Usain Bolt’s ‘Who Faster?’ campaign in Berlin during the World
Championships.
In 2009, we also refined our brand manual. “10” is the very first brand manual to
incorporate the four keys to success of the global PUMAVision – fair, honest, positive
and creative. Our brand mission – to be the most desirable Sportlifestyle brand in the
world – has not changed at all.
We have brought back the spirit of the DJ in our new Brand Promise to joyfully mix the
influences of Sport and Lifestyle with the desire to contribute to a better world. “Joy” is
what we will try to bring to our consumers and is what will differentiate us from our
competition – it’s our point-of-view. While others talk about blood, sweat and tears of
sport, we recognize that they cannot be the only rewards. Rather, we’ll talk about the
moments of joy inherent in both sport and life.
We are the brand that remembers what it was like to play the game – and to play it with
joy.
It’s what we’ve always done best and now the time is right to bring the joy back again.
So when we think about product, about marketing, retail or anything in our business,
the first question we must ask is: Where is the Joy? It could be the feeling of running
fast on a track, or getting social with your friends playing ping pong at a bar. Joy is
being the best while having fun doing it.

With our fine tuned position of ‘joy’ and our refined brand manual, “10,” we look
forward to becoming a stronger, more confident brand and continuing our tradition of
fun-infused product and campaigns.
Media Contact:
Ulf Santjer - Corporate Communications - PUMA AG - +49 9132 81 2489 – ulf.santjer@puma.com
Kerstin Neuber - Corporate Communications - PUMA AG - +49 9132 81 2984 -
kerstin.neuber@puma.com
PUMA
PUMA is one of the world’s leading Sportlifestyle companies that designs and develops footwear, apparel and accessories.
It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace,
and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken.
PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football,
Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as
Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn.
The company, which was founded in 1948, distributes its products in more than 120 countries, employs more than 9,000
people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more
information, please visit http://www.puma.com