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MARKET PULSE 4 December 2011, EXPERIENTIAL MARKETING 54
Puma: Sporting the future
As a brand, PUMA begins in sports and ends in fashion.
Its Sport Performance and Lifestyle labels include
categories such as football, running, motorsports, golf
and sailing. Their sport fashion features collaborations
with renowned designer labels such as Alexander
McQueen, Mihara Yasuhiro and Sergio Rossi.
In the last year, PUMA has taken strides to increase
its visibility in the market, in the form of associations
with various sports properties as well as by signing
on a new brand ambassador. In a conversation
with ExM Magazine, Rajiv Mehta, MD, PUMA India
talks about what prompted these associations, what
came of it, and where things are going in the future.
Founded in 1948, PUMA is one of the world’s leading
Sportlifestyle companies that designs and develops
footwear, apparel and accessories. The brand 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 the decisions made and actions
taken. The PUMA Group owns the brands PUMA, Cobra
Golf and Tretorn.
In this year, you have associated with the IPL, the
2011 ICC World Cup and the Buddh International
Circuit (BIC) for Formula One. What were the
benefits you derived from these associations
Please elaborate on them.
PUMA as a brand had its origins in sports and it is
something that remains a core part of our product
offering. 2011 was a great year in India for sports and it
was only natural for us to associate with these events
which offered a large canvas to play with. Specifically
speaking, we were able to leverage our IPL association
to create enough buzz around the catchment markets
of Rajasthan, Gujarat, AP and Tamil Nadu through
our Rajasthan Royals and Deccan Chargers focused
campaigns.
The World Cup, on the other hand, had enough
excitement on its own, and India winning gave a boost
to our cricketing gear and merchandise. The big one
though, was the F1 association with the BIC, which really
captured the imaginations
of the masses and classes
alike and had our Motorsport
Ferrari range of products
literally flying off the shelves.
How do you see yourself
placed in the market in
comparison with your
competitors
We’re a very clear #3
sportswear brand in the
market today. And this has
happened because of the
sustained expansion of our
retail footprint and our exciting
range of products. In the sportslifestyle
space that we occupy,
I would even say that we are
the #1 brand in India today.